I received a call last night from o2 support, out of the blue. A very helpful young lady explained that I was now at the point where I could change the terms of my iPhone contract if I wanted to. I am currently on the £45pm deal but barely use the minutes, I think I got it as it meant getting the 3g iPhone free of charge. She pointed out that I hardly ever make any calls (I'm anti-social) and could save some money each month by switching to a lower priced contract which I promptly did.
I was quite impressed by this as it is a rare event when a provider makes contact with the purpose of saving you, and therefore losing them, some money and I think o2 deserves a pat on the back for it. Phone companies can sometimes get a load of stick but in my dealings with o2 and T-Mobile I've had nothing but good service (unlike those charlatans at Orange)