Mobilicity or the-carrier-formerly-known-as-Dave Wireless, is opening its lines for business in Toronto. Unveiled during a press event in Scarborough today inside one of its standalone kiosks, Canada's 7th, and apparently most ambitious new GSM cell and data carrier will begin operations tomorrow.

During the event in one of Mobilicity's pilot stores, the company revealed its competitive rate plans, its initial selection of handsets and devices as well as its coverage area for voice and data.

Mobilicity debuts tomorrow in the GTA after two years  of negotiations and after spending $243 million to acquire 10MHz of new wireless spectrum covering 16.1 million people in 10 of the largest cities – the country will be able to see the low-cost mobile operator’s unique business model in action.

 

“Mobilicity is the new entrant with the unlimited 3.5G network that Canadians, not only deserve, but have been waiting for,” said Chairman John Bitove. “We have teamed up with the most experienced and reputable partners in the world to ensure our customers don’t have to compromise network performance or features to save money. Mobilicity gives consumers everything they’re used to in wireless – except a large bill full of surprises every month. Our goal from day one has been to deliver the lowest cost model with simple, easy, consumer-friendly pricing that will resonate with our customers.”

 

Bitove and Mobilicity President and CEO Dave Dobbin today showcased Mobilicity’s lineup of six quality, affordable handsets and smartphones, including the HTC Snap and BlackBerry Bold 9700. Mobilicity’s feature phone, the Nokia 5230 is priced at an industry-leading $169.99 and comes with a free Nokia Bluetooth Headset, valued at $30. A $99.99 data stick was also presented for unlimited mobile internet access.

 

As part of its ongoing commitment to keep operating costs low, Mobilicity announced an extensive indirect distribution network that includes hundreds of points of distribution across the GTA. “We have built a formidable network of exclusive and non-exclusive dealers who will ensure our customers will be well served.” said Dobbin.

 

 

They also unveiled the company’s six, pay-in-advance, unlimited plans:

 

Canadian-industry first: $20 unlimited overseas long-distance

Mobilicity also introduced a first in wireless long-distance with $20 unlimited monthly add-on bundles for ultra-affordable and convenient direct-dial mobile calling to East Asia and South Asia.

 

 “Mobilicity’s pay-in-advance, unlimited plans are designed for city-based consumers who want to use their wireless phones as much as they want without counting minutes or waiting until after 6 p.m.,” said Dobbin. “We want customers to know they can use their Mobilicity phone much like they use a landline phone for one flat fee – only they can use their wireless phone anywhere in the city.”

 

Mobilicity’s Corporate Stores, Exclusive and Authorized Dealers, and online store will be open for business tomorrow.

 

Mobilicity will roll-out its service in Vancouver, Edmonton, Calgary and Ottawa later this year.

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