Update: Some people are saying they can get it even cheaper over the phone, £34.99 !
On the site the price says £49.99 + £20 top up
I phoned EE (0800 956 6000) to ask if I could put my existing Orange sim card into the phone and they said any Orange/T-mobile/EE sim will work in the phone.
I was about to hangup and order online when he asked for my number to check for 'further discounts'.
I gave him my Orange number and he offered me the phone for £39.99 without any top-up required as a 'pay as you go upgrade'. Free next day delivery by courier.
Personally I'm not a big fan of Windows phones but I think it will work a treat for my slightly older mother ;)