@GavinPhill The main differences I'm aware of are:
iD Mobile does a credit check (even if you're only signing up for a one month commitment), Smarty doesn't.
ID Mobile currently allows you to use your full UK data allowance when roaming in the EU, although this is just a trial, and there's a chance it could revert back to the previous 30GB limit. Still, either way, it beats Smarty's 12GB EU roaming limit.