I've been led to believe the reason the smaller carriers aren't doing to well is that they just don't have coverage or signal the big boys do.
For example Wind doesn't offer 4G/LTE. I was tempted to go with Wind but one thing you have to say about a company like Rogers, they do seem to reward loyalty.
If Verizon can achieve the signal strength of Bell and Rogers then I'm sure they will succeed. But that remains to be seen.