Purchased Iphone 3 from Apple store, came to put my sim card in but it wont work?

It isnt locked to any phone supplier, I have tried puttin an o2 sim card in but no one seems interested, help!

Does iTunes recognize the phone? If no, did you try to connect the phone in recovery mode iPhone and iPod touch: Unable to restore
More suggestions about the SIM not being recognized here: About swapping the SIM card

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