DAVE Wireless rebrands as Mobilicity; will launch by spring

By Lesley Hunter

TORONTO – Just keep it simple.That’s the thinking behind Mobilicity - a marriage of the words ‘mobile’ and ‘simplicity’ – which also happens to be DAVE Wireless’ new go-to-market consumer brand name.Unveiled Tuesday morning along with its green and magenta (don’t call it pink) logo, company chairman John Bitove and president Dave Dobbin said that the new wireless carrier will launch in the Toronto market “this spring” with roll-outs in Vancouver, Calgary, Edmonton, and Ottawa shortly thereafter.“The value proposition for our offering to the market can be summed up in six words and six words only,” Dobbin said during the announcement...