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O2: We can't justify breaking iPhone contracts

Exclusive: Network responds to iPhone 3GS criticism

June 9th 2009 | Tell us what you think [ 19 comments ]

o2-responds-to-iphone-3gs-criticism

O2 responds to iPhone 3GS criticism

TechRadar has spoken to O2 about the recent furore over the decision not to let consumers break current iPhone deals to move to the new iPhone 3GS, with the network pointing out users shouldn't get special treatment just for having an iPhone.

Speaking to Steve Alder, General Manager of Devices for O2 UK, he pointed out that it simply wasn't viable to let O2's iPhone customers upgrade early:

"Having subsidised much (or all - depending on tariff) of the price of a customer's iPhone 3G, we simply cannot justify invalidating that contract and subsidise a second device for the same customer.

"Much as we understand the desire of many customers to have the latest version, this would be a loss making deal for O2 and would be a distinct set of business terms for iPhone customers that don't apply to our other customers."

iPhone users are no different

"Contract and upgrade terms for iPhone are exactly the same as contract and upgrade terms for any other O2 device."

Alder also pointed to an early upgrade deal O2 also currently supports for all customers, although it's unlikely to satisfy most grumpy iPhone customers given that they won't be anywhere near six months left on their iPhone 3G contract, and even fewer still be spending the amount necessary (rumoured to be £75 plus per month) to qualify for the six month early upgrade break.

"All iPhone customers who spend more than £35 per month are eligible for earlier upgrade under our Priority List programme, the only early upgrade programme of its kind in our industry. Early upgrade is for 1-6 months depending on spend levels.We urge customers to call customer service to discuss their options."

The other main issue consumers are up in arms about is the sheer cost of tethering, which will now be available for iPhone users at a cost of £14.68 (for 3GB) or £29.36 (10GB) per month just to use data.

Tethering

Alder pointed out that this was no different to O2's other tethering plans, so while they might be expensive iPhone users aren't being stung any differently to the rest of O2's customer base:

"The mobile broadband tariff for "tethering your iPhone to a computer" (effectively using it as a mobile broadband dongle for your computer) is the same price and value as our other mobile data tariffs," he added.

That response isn't likely to satisfy users who realise they can get far more data from the likes of 3 for the same price per month, but O2 is clearly hoping that it stops people thinking the network is using iPhone loyalty to scam more money from users.

Alder finished by stating that he hoped that iPhone 3.0 software was seen as the standout announcement from Apple, as it's something that can be enjoyed by both iPhone 3G and 3GS users:

"Unlike nearly every other device in the market, iPhone evolves and grows via software and service updates (plus iPhone apps). The vast majority of the new functions and benefits that Apple announced are related to the updated 3.0 software. We recommend all iPhone customers download this for free from June 17 and enjoy the new features."

While O2 has clearly been backed into something of PR corner by letting customers upgrade for free from 2G to 3G, the sheer level of criticism highlights how careful any network needs to be when dealing with Apple products.

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Your comments (19) Click to add a new comment

rhk001


June 21st 2009

19. I am still on the 2g phone and wanted to upgrade to 3gs, I am happy to pay for the upgrade, but 02 are not interested in breaking my contract and signing me up for another 18 months, they will give me a month off !!! Stuff them I will not re-sign anither 18 months now and will buy my own phone and terminate with 02 as soon as someone else breaks their monopoly, or someone else brings out a decent phone. O2 are very narrow minded and seem to have upset a large majority of their customers.

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robl


June 12th 2009

18. These are exactly the same restriction I have with my XDA so why should Apple users get treated any differently? I pay the same amount as they do for the same Internet access. If I want to use it as a broadband modem I have to pay the extra. I do have a separate mobile broadband with O2, mainly because its coverage and speed is better than 3 and T-Mobile (yes I've tried them both) as I work away from home 4 nights a week and like to have my phone free at all times. I'm on line as much as 14 hours a day. What annoys me is that O2 have no all-in-one contract. I have my mobile, broadband and mobile broadband all with them, but I only get a reduction on my broadband. I've also been with them as a supplier since my first mobile phone, but they don't seem to have much loyalty to their long-term customers.

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midger


June 12th 2009

17. Is there anything to stop me buying a new iphone from the Apple store and using my existing O2 sim & contract?

m

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barryjon


June 10th 2009

16. I can swallow the handset subsidy issue; that's fair enough. The tethering issue though is a con and though there may be some smoke and mirrors involved, they are effectively double charging in this respect. You are already paying ~£7.50 (implicitly as part of the contract) for the mobile browsing so why not just charge the difference to change that to a mobile data package so that it all comes out of the same 3/10GB. Or allow people who go for the tethering to choose another free bolt-on in place of the unlimited browsing (now covered by the data bolt on), so they could go for unlimited o2 to o2 calls or something.

As it stands, they are clearly milking the iPhone exclusive for all they can and people would be well advised to hold off on buying/upgrading for the time being. O2 are actually one of the worst for mobile data (quality of service) and make it very difficult to turn off their image compression.

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jmace86


June 10th 2009

15. http://www.ilounge.com/index.php/articles/comments/the-iphone-upgrade-plan-a-fair-solution-to-a-growing-apple-problem/

This article makes some very sensible suggestions for how an iPhone upgrade path could (and should) be implemented by Cellular networks.

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healeydave


June 10th 2009

14. I'm not convinced about the o2 mathematics anyway, considering you have to buy the iPhone as well as the pay monthly fee's on at least an 18 month contract, I suspect the phone has more than been subsidized for those that got early 3G's.

I also love the way o2 kept agreeing they were expensive for stuff like tethering etc but insisting iPhone users were not any different to other handset users they were overcharging, like that was a good thing!?!?!?!

P.S.

After putting the GM Seed of 3.0 on a couple of days ago, I thought I would still have to wait for MMS to be enabled by o2 etc but it started working today after I rebooted the phone (if only I'd thought of that sooner) so at least I'm happy about that :-)

P.P.S

If you are a Dev and have the GM seed installed, text MMS to 1010 to get the enabled message back and your good to go. If it doesn't, try a reboot like I did!

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gavin


June 10th 2009

13. I'm slightly confused as to what the fuss is about, I have recently taken on a 3G iPhone, I could be wrong here, but the 3GS doesn't really appear to be much of an improvement. Nothing as mind blowing as the 2G->3G step.

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awire


June 10th 2009

12. @amit290 - I agree no one would be complaining if there were 12 month contracts for the iPhone cause everyone would be able to get the new iPhone on a new contract. Why should we have to take out an 18 month contract and now two year contract to get the phone we want? It is this business greed that is causing us to turn to jailbreaking and illegal unlocking!

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amit290


June 10th 2009

11. What we need is 12 month contracts again. These have become scarce over the past 2-3 years with every mobile company pushing 18 month contracts.

Personally I dont see what the fuss is about the new one. The tethering is a good feature but I wouldnt pay £15+ a month on top of my contract for it. The jump from 2G to 3G was big, but 3G to 3GS? you must really love the fruit and hate your ££££ to upgrade early.

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yashin


June 10th 2009

10. If you bought a subsidised 3G iPhone, then I can fully understand that the cost of that phone is bourne over the length of the contract.

However, I paid £330 for an unsubsidised 2G handset, and I'm still on this contract with the same handset. While the option of breaking that contract for a subsidised 3G handset was open to me until this week, now I can neither break my contract nor qualify for a subsidised handset. Thanks O2.

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thegilb


June 10th 2009

9. Oh noes, do you mean existing iPhone owners will have to WAIT to pay through the nose for the new top of the range iPhone??? Shameful! I think I might run out and get an iPhone 3GS and wave it around in the face of existing iPhone 3G owners on a kind of crazed ego trip. "Look here, autofocus!" Get over it.

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dvs


June 9th 2009

8. I don't understand why people feel they should be able to upgrade without penalty. You agreed to an 18 month contract. Just because a new model comes out, it doesn't give you the automatic right to have it subsidised or your old contract terminated so you can start a new one. If you really what the iPhone 3GS then pay the full cost for one.

And for the record, just because Apple have released iPhones in July historically, doesn't mean they will wait another year to release the next model. I think you'll find they'll announce one sooner next time.

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tholmewood


June 9th 2009

7. I agree with O2 completely. If they did this for iPhone customers and not for others this would give off the wrong message. They would certainly annoy other handset manufacturers by further diminishing their chance of competing against this behemothic brand device. I don't hear any Sony Ericson users moaning about similar issues every time a new Walkman device is launched. Why should the iPhone in general be any different? The first iPhone as we all know should have been a 3g launch device. However, it wasn't, and I think the iPhone 3g subsidy was a way of rectifying this obvious mistake and maintaining the brand image.

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ianbetteridge


June 9th 2009

6. @rob982000: No, you're missing the point of revenue over the course of a contract.

When the iPhone 3G was released, you were under contract (and not eligable for an upgrade) for another 12 months (or so). They could simply have said "no upgrades until the end of the contract, as normal" - at which point, you would have had to sign another contract. Your total contract term with them would have been 36 months.

As it is, if you upgraded, your total contract term was only 22 months. Effectively, the amount of time you're locked in to o2 was reduced, significantly - and that means less revenue.

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ianbetteridge


June 9th 2009

5. Details on the Priority list can be found at http://www.o2blueroom.co.uk/O2PriorityList/. If you've opted in to receive emails from o2, at some point after you joined them they'll have emailed you with you a level - it depends on how long you've been with them, and what tariff you're on. In my case (on the £35 a month iPhone tariff) it's silver, for example, which means I can upgrade a month early - they contact you to let you know when you can get an early upgrade.

So no, he's not "talking absolute nonsense", as John suggests above. Neither can they let you sign a new contract starting now - if they do, they lose six months-worth of revenue from you, because your contract with them will end December 2010, rather than the June 2011 it would if you get an upgrade and sign a new deal in January. Even if you paid the remaining subsidy, they would be effectively allowing you to leave your contract term earlier than they would otherwise.

I can understand people wanting a new iPhone now - I'd love one too - but expecting o2 to change its entire business model just so you can have the latest phone every 12 months isn't an option. And no other phone company will do it either.

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rob982000


June 9th 2009

4. Consider this, if you had the original iPhone and then upgraded, your contract was renewed. The first iPhone was not subsidised, the second one was. Assuming if your contract was not renewed and carried on then you would be eligible for an upgrade. So O2 have had there subsidiary paid off because the contract has been ongoing since November.

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martinb


June 9th 2009

3. I agree with O2, they have subsidised the cost of the iPhone, for the customer to sign up to a fixed length contract and receive the iPhone at a much reduced price.

I have had to see out the terms of my contract before upgrading my Sony Ericsson phone, just because it is an iPhone, why should they be treated any differently.

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johnonolan


June 9th 2009

2. Could I please just point out that he is talking absolute NONSENSE RE early upgrades for "Priority List" users.

"All iPhone customers who spend more than £35 per month are eligible for earlier upgrade under our Priority List programme, the only early upgrade programme of its kind in our industry. Early upgrade is for 1-6 months depending on spend levels.We urge customers to call customer service to discuss their options."

So I got the low down from an O2 sales rep today, and here's how it works:

The earliest ANYONE can have bought an iPhone 3G is last year on the 13th of July (launch-day) therefor the shortest time remaining on ANY 3G contract is 6 months.

The ONLY Priority List level that offers a 6-month early upgrade is Platinum. And how do you know if you're Platinum? Well you have to have had a phonebill higher than £80.00 every single month for at LEAST the last 6 months (though I've heard conflicting reports since that suggest a full 12 month requirement).

The crux of this is that there are maybe 1% or less of iPhone users in the UK who can have this free upgrade - and the fact that O2 are trying to use it to reassure people is a total joke!!

The other thing to remember is that even if you do shell out a lot of cash and upgrade anyway. You're still tied into a NEW 18 month contract, so this time next year when the next iPhone comes out - you're going to be faced with the EXACT same problem once again.

The suggestion that O2 can't upgrade us due to subsidy is also sheer lunacy.

The subsidy was approximately £250 (as I understand it) so 250 / 18 = just under £14 per month. I have 6 months remaining in my contract so my upgrade cost to pay off the subsidy should be £84. No questions asked.

O2 are coming up with a whole lot of BAD excuses.

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jai1634


June 9th 2009

1. Just rang O2 upgrades again after being told it would cost me £380 to upgrade. I quoted them your article and (after much faffing around trying to get them to find the article) they don't seem to know anything about this and have more or less disputed its accuracy. I've just been told that it would cost me the remainder of my contract. They know nothing about a "priority list programme"

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