TORONTO—Dave Wireless, one of the new entrants anticipated to shake up Canada’s cellular phone market, at least in several major cities, announced its official brand name and launch in Toronto on Tuesday.
Starting in spring, Dave will begin service in Toronto under the name Mobilicity, a combination of “mobile” and “simplicity” that also alludes to the company’s urban focus.
In an interview Wednesday, company president Dave Dobbin wouldn’t budge on giving any details on pricing or the company’s broader marketing efforts, but did say that Mobilicity would have simpler pricing and packages than other cell phone providers.
“We don’t want to signal to the marketplace too far in advance,” he said in explaining why the company was staying tight-lipped about pricing and plans. Any details released could prompt competitors to try to pre-empt them, he added.
But Mobilicy has announced they will have no contracts and no credit checks. Plans will be unlimited, including data.
“We think we will have a higher quality product,” said Dobbin.
While other new carriers have run into some limitations with their handsets, Dobbin says Mobilicity has a 3G AWS frequency that can carry any T-Mobile phone in use in the United States. Since plans will involve customers buying their phone up front, that means any unlocked phone that works on T-Mobile will work in Canada.
The company has yet to announce handsets beyond saying they will have popular smart phones and handsets from well-known brands. However, Apple’s iPhone and coming iPad are not yet manufactured in Mobilicity’s frequency.
But the company can support Google’s Nexus One, which Bell, Telus, and Roger cannot, said Dobbins.
When pressed for details about when Mobilicity will launch in Toronto, Dobbins would only say that they will launch when they are ready.
“It is important that when you launch that everything is right and everything is ready, because you only get one chance to make a first impression.”
After Toronto, the company will launch in Vancouver, Edmonton, Calgary and Ottawa later this year.
Mobilicity could be the second of the new entrants to officially launch service. Wind Mobile, which will become the country’s fourth national provider, has already launched in the Greater Toronto Area and Calgary with unlimited plans starting at $15 to other Wind subscribers or $35 for province wide calling from Calgary or the GTA.
Public Mobile, the third new entrant, has announced only one plan. For $40 the company says it will offer unlimited local talk and text. No launch date has been announced though the company has said it will be up and running in early 2010.
Starting in spring, Dave will begin service in Toronto under the name Mobilicity, a combination of “mobile” and “simplicity” that also alludes to the company’s urban focus.
In an interview Wednesday, company president Dave Dobbin wouldn’t budge on giving any details on pricing or the company’s broader marketing efforts, but did say that Mobilicity would have simpler pricing and packages than other cell phone providers.
“We don’t want to signal to the marketplace too far in advance,” he said in explaining why the company was staying tight-lipped about pricing and plans. Any details released could prompt competitors to try to pre-empt them, he added.
But Mobilicy has announced they will have no contracts and no credit checks. Plans will be unlimited, including data.
“We think we will have a higher quality product,” said Dobbin.
While other new carriers have run into some limitations with their handsets, Dobbin says Mobilicity has a 3G AWS frequency that can carry any T-Mobile phone in use in the United States. Since plans will involve customers buying their phone up front, that means any unlocked phone that works on T-Mobile will work in Canada.
The company has yet to announce handsets beyond saying they will have popular smart phones and handsets from well-known brands. However, Apple’s iPhone and coming iPad are not yet manufactured in Mobilicity’s frequency.
But the company can support Google’s Nexus One, which Bell, Telus, and Roger cannot, said Dobbins.
When pressed for details about when Mobilicity will launch in Toronto, Dobbins would only say that they will launch when they are ready.
“It is important that when you launch that everything is right and everything is ready, because you only get one chance to make a first impression.”
After Toronto, the company will launch in Vancouver, Edmonton, Calgary and Ottawa later this year.
Mobilicity could be the second of the new entrants to officially launch service. Wind Mobile, which will become the country’s fourth national provider, has already launched in the Greater Toronto Area and Calgary with unlimited plans starting at $15 to other Wind subscribers or $35 for province wide calling from Calgary or the GTA.
Public Mobile, the third new entrant, has announced only one plan. For $40 the company says it will offer unlimited local talk and text. No launch date has been announced though the company has said it will be up and running in early 2010.
