In case anyone is remotely interested, I was able to transfer the licence, once I'd provided proof of payment (CC statement) and proof of the new phone (scan of the big barcode bit on the box with the phone that included the IMEI). They gave me a redemption code.
The one thing I am concerned about is whether I can transfer the licence for HTC Locations to the new phone. I paid £30 for a perpetual licence for Western Europe navigation. Hopefully I can somehow transfer that to my new phone. I feel that I should be able to, but I just wonder if Route 66 (the navigation providers) will claim that it's non-transferable.
Not as nice as I used to be