@Peter, here is how we got to the decision....it may not help how you feel about it, and I totally understand, but might provide some additional context:

1.  Certain category of apps’ use has been on the decline for the last 12-18 months...
2. Top apps on people's phones are rarely utility, telco or the likes.  That said banks have done a good job in Canada re  app functionality. However most people still gravitate towards messaging/social apps (whatsapp, facebook, instagram etc.)   
3. Despite several years of the Koodo app, no more people use it today than a few years ago. About 20-25% of our customers. 
4. Our website has been redesigned for "mobile first" - meaning no more painful "pinch and zoom" to see anything
5. The vast majority of the app users used it for one thing only; checking usage for data
6. Since the the introductions of notification for data use and the more recent shock-free-data plans meant no more real need to check usage
7. The app always had far less capability for a variety of functions vs. our website (no tab balance view. no ability to change plans) 
8. The app was costing us some significant dollars and investing more to have two ecosystems (app and the website) didn't make sense for the time being
9. As per the email we sent suggests and Goran pointed out as well, bookmarking takes just a couple of seconds and you will end up with a better experience than the app

Hope this helps to round out the picture.