This is a deal for those looking to upgrade (retention).
I was disappointed by the deals being offered by Vodafone for upgrading my existing contract. The options given were worst than those being offered to new customers. So i eventually decided to cancel my contract.
The following day, i got a call from Vodafone asking if they could do anything to retain me. I had the O2 simplicity deal in mind (@10.99/m after quidco), and told them that i am moving to O2. They kept convincing me that there is no such deal etc etc.. but i stuck to my guns and asked for a cancellation. Finally they matched the deal by giving me a 12 month SIM only contract, for £10/month including 600 x-net mins, unlimited text and unlimited internet
So those like me who are not being offered a good upgrade deal, simply ask to cancel and they will try their best to get you back