O2 has begun pushing an early iteration of its My bluebook upload service, which enables subscribers to copy data to a password-protected web-accessible account.

My bluebook has been around a while but O2 has kept it relatively quiet as it implements bits that might make the effort of signing up worthwile. Next year the service will be automatic so all texts and media messages will be mirrored to the user's My bluebook area. At the moment there's a faffy shortcode text number to upload material to.

O2 says it's also building in an automatic address book synchronisation feature, which would provide a useful no-brainer backup for those, almost, inevitable incidents of leaving one's phone in a taxi/toilet/swamp. It'll also be compatible with Microsoft Outlook, if you're into that sort of thing.

The ubiquitous social angle is there too, with subscribers able to share their content via forwarded weblinks.

O2 say My bluebook is free and uploading won't even incur any data charges or use up any of your GPRS allowance. But there is one catch. The Ts and Cs ensure subscribers won't be able to take the contents of their bluebook with them should they up sticks to another operator. ®