John Bitove already has a significant share of Canada’s “on-the-go” wallet. For regular readers of my blog, we generally think in terms of communications services and technology. But the chairman of Canada’s newest mobile services brand has a broader appeal for Canadians on the go.
He is also executive chair of Priszm, controlling some of Canada’s top fast-food brands: KFC, Taco Bell and Pizza Hut. Besides food, he is also a big player in mobile entertainment; I have written a number of times about his satellite radio operations, XM Canada. And as of this past weekend, mobile phone and data services have been added to the portfolio in the Greater Toronto Area.
Since launching the new brandname in early February, Mobilicity had been quiet about its precise launch plans and pricing, simply telling us that it wanted to be prepared for a painless start.
On Friday, President Dave Dobbin helped Chairman John Bitove cut the ribbon, and unlike Public Mobile, Mobilicity is opening its stores with a network covering the bulk of the GTA, beyond the city limits of Toronto, already up and running and ready for customers to turn their phones on when they leave the stores.
The wider coverage area, including the populous suburbs of Mississauga, Brampton, Vaughan and Markham, and a range of unlimited plans starting as low as $15 per month will put pressure on the other new entrants. Datastick unlimited access in the Mobilicity footprint is $40 per month.
The $65 plan (that includes unlimited Canadian and US voice calling, unlimited global text messaging, voice mail, caller ID, Callwaiting, forwarding, three way calling, unlimited data) appears to be a great choice for students: no contract, no credit check, unlimited. The only negative is that there is no roaming right now – and roaming won’t be included in these rates. However, the unlimited data includes tethering, so it will be a great plan for wireline substitution. With its aggressive unlimited international calling plans, Mobilicity is also beating Wind’s affiliate Yak in going after key ethnic markets.
Calling to other countries and various pay-per-use features are available using an innovative Mobile Wallet, with advanced prompts to let users know how much it will cost – aimed at removing end of month bill shock. Regulators should take note: the marketplace is finding solutions to problems without government intervention.
When Mobilicity launched the new magenta and green brand, we described the name as combining Mobile and Simplicity. There is another emphasis from the part of its name that shows up on a green background: City. The new kid on the block is offering a portfolio of City-wide plans, taking aim at people who need urban (not national) mobility but simple, predictable price plans. Will this drive a return of City Fido?
Mobilicity President & CEO Dave Dobbin will be joined by Wind Mobile CEO Ken Campbell and Rogers EVP of Marketing John Boynton, speaking on the closing panel at The 2010 Canadian Telecom Summit, taking place June 7-9. Have you registered yet?
Download the complete conference brochure.