DAVE Wireless becomes Mobilicity. Announces Spring 2010 launch

by Jeff Wiener on February 2, 2010

Ready, Set, Go …

Competition is going to heat up even more in the Canadian wireless space as Dave Wireless (now Mobilicity) prepares to launch in the Toronto market this spring 2010.

Although I like the DAVE Wireless name, and am somewhat baffled as to why they didn’t launch with that name, I do like their new name, Mobilicity, and especially their new brand, colors … Take a look at their new web site. It’s going to be a tough new competitive market with the recent launch of Wind Mobile and the soon to launch Public Mobile. That’s exactly what the Canadian market has needed. There will obviously be a downward pressure on prices, and hopefully an improvement in service from the incumbents who will begin to realize that they don’t own the market any longer.

Here is a copy of the Mobilicity press release:

Wiarton Willie isn’t the only sign of spring in Canada this Groundhog Day. Data & Audio Visual Enterprises Wireless Inc. (DAVE Wireless) today announced it will launch its service in Toronto this spring.

Chairman John Bitove and President Dave Dobbin also revealed the company’s go-to-market consumer brand name is Mobilicity – incorporating the mobile carrier’s focus on simplicity for city-based customers.

In addition to offering simple, value-packed unlimited plans, Mobilicity will feature an outstanding lineup of reliable, name-brand handsets from leading manufacturers, like Research In Motion (BlackBerry) and Nokia – without any contracts that lock customers into service plans.


“Mobilicity will kick the value equation up a notch this spring,” said Dobbin, reaffirming the company’s commitment to bringing down the cost of wireless. “If you live and work in one of our cities and you’re looking for the best wireless deal around, you’re going to love Mobilicity.”

Last year, according to Paris-based Organisation for Economic Co-operation and Development, Canada had the third-highest wireless rates in the developed world, citing medium-usage average costs of $500 US a year, compared to the Netherlands, which at $131 US, had the lowest average rates.

Mobilicity: My phone. My city. My way.

All aspects of the new corporate identity were designed to bring a “refreshingly simple” narrative to life, said Sara Moore, vice president, marketing. “Mobilicity will stand for a simple, straightforward, customer-friendly way of doing business. Our clean brand design and crisp colours clearly convey that,” she explained.

The corporate identity was created by Verse Group, an award-winning design firm whose principals have also established successful corporate identities for RBC and Microsoft.

Mobilicity will roll-out its service in Vancouver, Edmonton, Calgary and Ottawa later this year. The company can now be accessed on the Internet at www.Mobilicity.ca.

About Data & Audio Visual Enterprises Wireless Inc. (DAVE Wireless)

DAVE Wireless is a Canadian wireless carrier, which will operate under the Mobilicity brand name. The company is led by Obelysk, a diversified Canadian holding company, and Quadrangle Capital Partners, a global investor in the telecommunications and media sectors with more than $3 billion of capital under management. Following the Canadian wireless spectrum auction, DAVE Wireless holds licenses which cover more than half of Canada’s population in 10 of the 13 largest markets including Toronto, Vancouver, Calgary, Edmonton and Ottawa.

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Written by: Jeff Wiener. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Identi.ca, or Friendfeed

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