I was a Verizon Wireless customer since, literally, the 1980s. A variety of circumstances caused me to reconsider everything and basically do a "free and open" competition for my 'next' phones in 2011.
Verizon forced a $30 per phone "smartphone" fee on me - even if I didn't want to use data on it. My wife's HTC Ozone was PERFECT for her (looks like a Blackberry with the physical keyboard, thing, etc) But they FORCED a $30 fee for her - no option. Same for my HTC Touch Pro 2 but I *did* use data. My daughter had a $10 "feature phone" fee.
I asked for discounts having been a customer for 24 years who's bill was now over $200/mo. They basically said "We're Verizon. You Need Us."
I went to Sprint. The day the iPhone 4S was released, I was on a plan that cost *$10* for each smartphone, TRULY unlimited data, MORE prime minutes AND a discount for being a military employee. I bought 3 iPhones (2x64GB and one 32GB) and saw my monthly bill go down some $50/mo.
A day or two after the phone numbers switched to Sprint, Verizon started calling begging me to come back. I said "Will you pay my ETF and price-match SPrint's bill". The poor drone on the other end of the line had nothing to say. I politely said "Please tell your bosses that they had their chance to keep the customer that gave them nearly $3000/year and I'm sorry that YOU, in your position, had to hear it and couldn't really do anything about it."