Carriers have also looked to reduce how much they're spending to subsidize smartphones for contract customers, in part by trying to limit how often people upgrade to new devices.

WSJ: Verizon Wireless Overhauls Wireless Plans

But smaller, less prominent schools often lack the capital to upgrade their facilities or to market themselves and are being squeezed out.

ECONOMIST: Private education

In many cases airlines will try to find a passenger who is willing to take a later flight, often sweetening the pill with a free upgrade.

BBC: Q&A: Air passengers' rights

It usually begins with a committed leadership who understand that unlike traditional IT technology (where you could often afford to be a little late and just upgrade), building meaningful relationships take time.

FORBES: Demolishing the Social Hype

The task is often to build an IT system, not just maintain or upgrade it.

ECONOMIST: Domestic outsourcing in India