Since it appears Shaw is not going to enter the cellphone market, opting instead to develop an open wifi network, what would be very complementary would be an IP phone app. Thus allowing cellphone users and Shaw customers to make phone calls over the wifi network. An IP Phone app would be part of building the Shaw environment.
The use of the app on the wifi network would be free to Shaw Phone customers, an annual fee for non phone customers.
As a BlackBerry user I really don't expect an app I can use, BlackBerry support appears to be non-extant on Shaw, but I'm sure it would be a winner for IPHONE and Android users.