So for example I switched from Rogers to Koodo, and I absolutely loved it, at Future Shop. It cost me nothing to get a new phone, which is the LG Nexus 4. Now with the 6 coming out (not sure if actually true or not) I will want to upgrade to a better phone, not for a need, but because I feel like it. You should contact each user that has a phone, and offer them an upgrade promotion of the same model. So for example if the Google phone next model comes out, send me an email saying that if I bring in my phone to future shop ( or koodo ) I can bay x amount of dollars to get the new model. No cancellation of policy, no buying in and out of a contract, just a "renewal" of a contract.