The carrier formerly known as DAVE Wireless -- one of the big winners in Canada's AWS auction a year and a half ago -- has adopted an official, consumer-friendly name on its way to availability later this year: Mobilicity, which is apparently supposed to evoke "the mobile carrier's focus on simplicity for city-based customers." They've also announced that the first market to go live will be Toronto in Spring followed by Vancouver, Edmonton, Calgary and Ottawa later in the year, closely mirroring the strategy being employed by its nearest rival, WIND, which just launched recently in the same spectrum. Both operators face an uphill battle against the well-entrenched big boys -- Rogers, Bell, and Telus -- but it'll be a fun fight to watch, won't it?

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Look out, WIND: Mobilicity next fresh carrier to launch in Canada