Koodo's small tab has been stuck at the $150 mark for some time now. With competition heating up, Fido has increased its small/basic tab to $250 on the same plans with that Koodo has. Heck, even Virgin upped its basic tab to $200! ref: http://www.fido.ca/web/page/portal/Fido/MonthlyPlans/Group12 (Standard Plans) https://shop.koodomobile.com/plans/plans/index.html (Light Weight Canada-Wide Plans) http://www.virginmobile.ca/en/plans/index.html (Silver Plans) This results in a higher phone cost with Koodo than with competitors Fido and Virgin. Case in point: Koodo offers the Samsung Galaxy S4 on Tab Medium (add $5/month to Light Weight Plans) for $200. ref: https://shop.koodomobile.com/koodo-cell-phones/android/samsung-galaxy-s4/prodKLSSGS4BK.html That same phone can be had on Fido with their Smart Plan (again, the same $5/month more on the Standard Plans) for $99. ref: http://www.fido.ca/web/page/portal/Fido/devices?PhoneSKU=GS416WHT Fido even offers the newer version of the same phone, whereas Koodo is stuck with an old version. Motorola Moto G vs Moto G LTE, anyone? With all 3 companies, the tabs clear out after 2 years, so what's the Koodo advantage? How is Fido and Virgin able to offer phones at a lower price-point and Koodo can't, or won't? To add insult to injury, you can call Fido or Virgin and have changes made to your account over the phone or through an online rep, at no charge. Call Koodo to make changes, you get charged. Web chat? Forget about it; doesn't even exist. Based on the above, what would be the incentive for an individual to go to Koodo when Fido offers more phone for less (including FidoDollars, which, during upgrade time after 2-years, can yield an even better phone with this incentive) and have a rep look at and modify your account for free? Koodo needs to up the basic tab, and perhaps do away with the phone support charges. Before anyone offers that Koodo needs the higher price since its parent Telus bought some 700mhz spectrum and Public Mobile, I can argue that Rogers (parent to Fido) bought more of the 700mhz spectum and spent a great deal more on the NHL exclusivity contract, and they are making do. My tab cleared out this month, so now I'm debating on my next move and what to replace my lousy Ace II x with. Prove to me Koodo that you still want to earn my business. I don't really want to jump ship, but with no tab remaining, no loyality program keeping me and no incentive phone-wise to stay, I just may have to. For $5 more a month, the LTE version of the Moto G with expandable memory sure looks good. And with the $5/month increase to Fido, their ARPU will look good too. Then again, I could just as easily buy a prepaid phone and get a MUCH cheaper montly plan with Public Mobile. Koodo will then have the pleasure of shipping me out a free Public Mobile SIM from Mississauga, and enjoy the labour and shipping costs associated with it. At least that way, with the low Public Mobile pricing, I can clear out my own "virtual tab" much faster and enjoy the low unlimited calling/texting rates for months to come.