i have experience with the big 6 companies and this could potentially help with the Koodo market share. Instead of focusing on matching gift cards or $0 phone pricing. Try utilizing more of what i would call a "Flash Tab". It would be a weekend sale for example where a specific phone will be on a special weekend only tab pricing $2-$3 lower than usual. Use the HTC M8 for example. When on the reduced tab, they flew off the shelves. The Tab is what separates you from everyone, it can be better used to your advatange. Choose a phone, throw it on a flash tab and watch them sell. I would love to see this is effect. Hope to hear from you soon. Forget gift cards, focus on using the tab.