It's no mystery that mobile operators make more money selling a phone to a new customer than existing ones – that's why we sometimes hear about stories on how new customers receive preference before existing ones when a big name handset comes around. With the iPhone 4 launch nearing, O2 UK decided to give their existing and loyal customers a break as they will offer the iPhone 4 to them first when it's launched. Due to limited stock, this surprising move shows how they're more interested in keeping their long time customers happy rather than attracting new ones which would provide for more business. O2 customers with wireless, home broadband, and home phone service will be able to scope a new smartphone come launch day, but they'd probably want to get to stores first seeing that it won't be sold through other channels like their web site – it's reported that it won't be made available online until sometime by the end of July. When demand starts to slow down and inventory levels are looking healthy, O2 will then open the gates to allow new customers to purchase the handset. Until then, it pays to be a customer in good terms with the provider.
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