Apple announced a new WiFi calling feature in iOS 8. It let's calls happen through the carrier, but over WiFi. It improves audio quality and all but guarantees reception at home, in cafes, or at work or school.
iOS 8 also has VoLTE, Voice over LTE. It sends call audio data over LTE, increasing clarity. Visual Voice Mail has also been around for a while, but only as an add-on for Koodo. Does Koodo have HD Voice as well? There's also the upcoming Apple Pay feature which could be used by Koodo to accept bill payments in-store (or kiosk) or in-app when the service launches in Canada.
The iPhone support on Koodo is what kept me from Wind Mobile. Now that Wind mobile supports the iPhone (but not on a tab), Koodo needs to keep superior iPhone support to keep iPhone customers. Adding theses features as standard, and dedicating to the best support for new iPhone features not available on Wind is a great way to differentiate and beat the competition as the number of possible carriers increases.