This just wouldn't be the technology industry if rivals couldn't fight it out in a wonderfully consumer beneficial manner...
So following this age old tradition today is O2 which has followed up Vodafone's BlackBerry Storm tariffs by revealing a RIM handset of its own and some welcome upgrades to its mobile broadband service.
All things phone first: the network has secured the BlackBerry Pearl Flip '8820', RIM's first clamshell smartphone, on an exclusive deal. The handset is immediately available and despite its pocket friendly 'fashion phone' styling packs quite a punch with WiFi, Bluetooth 2.0, a large QVGA internal screen and secondary external LCD, SureType Qwerty keyboard, support for Voice Activated Dialling (VAD), direct Microsoft Word, Excel and PowerPoint editing and a microSD/SDHC expansion slot.
Pitched squarely at the midrange, there is no 3G or aGPS and there's a fairly perfunctory 2MP snapper but it does offer iTunes synchronisation and for those looking to make the jump from a so-called dumb phone it's an ideal step up.
As for mobile broadband, a very welcome 50 day 'Happiness Guarantee' is being offered to all new customers to make sure they're content with the service along with data roaming being disabled by default to protect those infamous customers stupid enough to unwittingly keep downloading masses of data when on their travels.
As for prices we're in highly competitive territory here with rolling 3GB and 10GB per month contacts going from just £15pm and £35pm while modems are free on 18 and 24 month deals. Packages also include free access to over 6,1000 WiFi hotspots via the telco's deal with The Cloud.
Touché O2, touché!