o2 have recently got quite greedy. They now charge for international SMS messages that used to be free for me, they are, as you say, charging for SMS alert of emails and they have scrapped the customer loyalty discount that was worth 20% of my subscription.
I have written to them complaining about this as I was told the discount would last for the length of my contract and they just pulled it. So after 3 year with them I will be dumping them as soon as my contract finishes. I did tell them that I have no incentive to stay with them any more and that there are much better deals available.
I also said that the cost of winning and keeping new customers is always much more expensive than keeping the ones you already have. Finally I said that, as a senior strategy advisor myself, I would sack any one who implemented a policy that actively encouraged existing customers to seek competitor products which is what they have just done.
The reply should be quite interesting.