Bring your own phone... Subsidized! With more and more phones able to be bought outright elsewhere (nexus line, iPhones, oneplus one). Koodo should allow customers to bring their own phone, show them a receipt of the phone, register the phone's imei onto the koodo system and then use one of the Tab plans to reimburse the customers for the purchase price of the phones. This way, koodo cuts the amount of work they need to do to source the phones and customers have unlimited choices. Customers can get whatever phone they want, and koodo makes money on the 2 year Tab plans/contract.