In response to intense competition from Orange, O2 is offering significant perks to its existing iPhone customers.
The most significant of these is a free 90 day subscription to the new Sky Sports mobile application.
This will give users unlimited access to all of the Sky Sports channels, including the news service.
Users will need to stream the video by connecting to a wireless network and most users will be charged £6 a month for the privilege.
However, if you are an O2 customer with an iPhone you just need to text the word 'SKY' to 2020 to take advantage of the free offer.
There is a limit as to the number of people who can gain access to the free service. Once 150,000 people have sent a text the doors will be closed.
It has been noted by industry commentators that O2 is utilising offers and freebies as an alternative to cutting the price of the iPhone on its network.
Whilst this may not encourage new customers to pick up an iPhone from O2 rather than Orange, it could provide sufficient incentive to discourage current customers from jumping ship in search of a better deal.