Canadian cellphone companies are pretty much a oligopoly with 3 big players, Rogers, Telus, and Bell. All 3 of them are super expensive and locks people in on super long 3 year contracts. These companies are so shady they create multiple "discount brands" to make consumer feels like they have more choices. It's not till recently that Canadian government realized the need to create competition and auctioned off some AWS spectrum to a couple "startups", namely Wind and Mobilicity and couple other ones.