I just signed up with O2 from a different mobile provider and I was thrilled to be able to sort my new phone online. I went through all the plans and offerings and the site was really easy to compare the different ones and find what was best for me. I thought it was nice and clean and basic but in a good way - you don't need too much flash and dazzle, all I want is to choose a phone and be on the way. I'm well chuffed with the price on my iphone and I got the white one which I think looks cool, too. Thanks O2!