AT&T is announcing new cellular plan options on Thursday that offer discounted rates to customers who forgo the usual subsidy given to those switching to the carrier or signing up for a new two-year contract. Starting on Sunday, the new “Mobile Share Value” plans will be available to customers who buy new phones outright, bring their own device, or finance their purchase through AT&T’s no-money-down Next option. Current customers can also shift to one of the new plans once they have completed their contract commitment for their existing phone. On average, AT&T says, customers will save $15 per month with the new plans. T-Mobile led the way among major carriers with discounted plans that remove device subsidies. The company added them as an option several years back, and made them its primary means of doing business earlier this year.