My guess is that you can now pay with points for stuff that up to now you had to pay with cash or credit card, e.g. the down payment (if any) for a subsidized phone on postpaid plans or the phone, SIM and/or airtime for prepaid plans.
I'd be surprised if you could pay your monthly cell phone bill with points. I need to pay Koodo for the Tab of about $300 for my new phone. If only I could use PC points and PC gift cards for that.