Upgrade

[Malloy24]

How come I can get a better deal through a third party than I can through o2?

[Enlli]

That's the way of things. They are priced to draw people in

Many of us here use U-Switch

https://www.uswitch.com/mobiles/compare/sim_only_deals/o2/

You can choose the deal you want
The sire automatically redirect you to the O2 website
Just follow the prompts and choose the UPGRADE option
When you complete the deal and nothing on your account  will change except the tariff at the new cheaper price.
Your payment date stays the same.

[Malloy24]

Been with o2 all my life 

[pgn]

Incentives to 3rd parties from manufacturers, usually, @Malloy24.

Also you do not get O2 Refresh tariffs (Guide: How does O2 Refresh work?) if you order from anyone else than O2.

For many, cost is the prime factor in an upgrade - and remember, the RPI increase every March/April gets just the Airtime on an O2 Refresh contract, but gets the total bundle monthly cost on the offering from a 3rd party. https://www.o2.co.uk/prices

[Bambino]

@Malloy24 Third party services don't have the same overheads. No stores. No stock. Minimal staff.

[Enlli]

If you can afford it, purchasing your own phone and then getting a SIM only deal from a comparison site can prove cheaper still.

Look for offers from manufacturers and the like. I got £250 off from Samsung by trading in a 9 year old Galaxy S5.

[Oxonian]

@Enlli 

You probably got £250 from Samsung as you were buying an expensive new 'phone. Trade-in values are partly determined by what you are trading-in, but also by what you are buying. But £250 for an S5 is impressive ! 

@Malloy24 

Keep an eye on Black Friday deals. Are you looking to buy a handset, airtime or both ?