They beta tested the sim cards only on their own Lyf branded phones which are some of the cheapest 4G phones available. They plan on releasing more phones, an FTTH broadband service, they already have movies and music streaming services, they have small portable wifi hotspot devices, there's news that they'll enter the D2H TV service market too. I think they'll make their money back with a combination of the hardware and services.

The competition has been the biggest boon for the public even more so than the services they're offering, forced every major network to lower their prices which I hope will have a good long term effect for the public.