mobile phone contracts??

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hi! i have been with o2 for a yr now and my contract is up soon...they have offered me a new contract and a new phone but its just the same as taking out a new contract as a new customer would ie i dont seem to be getting any discounts for renewing??what is the best way to squeeze someting out of them surley they should offer some sort of incentive for being with them?? whats the beat tactic cos i dont know how to play it over the phone?