The BYOD discount is 10%, and the tab balance rate is 15%. To really be equitable here, the BYOD would be 15% as well. Even better though, would be a reform of the tab system. Presently: tab small is 'built in' to monthly rates, tab medium/large are extra. (ie. Koodo is willing to 'pay back' part of your fee) It's muddy at best. Instead, advertise monthly rates at the BYOD prices, and then all tabs would be in addition to that price. It'd make your rates more appealing at first glance, and also make the subsidies more transparent. Pitch it as a zero-interest device financing scheme. If you finance the phone, it'd be $(phone cost / 24) added to each monthly bill, with declining balance as always.