OK. I am a VERY happy bunny now!
Unlocked Navcoder with the code from Jochen - 30 seconds later (yes, literally) VR is fully working in my X3! One click in the VR checkbox, click Code SES button and after a 'key off/key on', pressing the 'speech bubble' button on the wheel brings up that familiar beep.
Absolutely fab - I can now use my phone etc properly, and without fear of the plods having me for looking at the screen whilst driving, whilst trying to search for a phone number.
Well worth the 20 Euro and I am going to call into my local dealer over the next few days and show Mr Clever Dick Service Manager (oh, it'll cost you £500+ blah blah).