Data & Audio Visual Enterprises Wireless Inc (aka DAVE Wireless), another winner of the spectrum auction, has officially adopted the brand name Mobilicity to market their services under. The name was chosen because it supposedly evokes "simplicity for city-based customers".

Much like WIND Mobile, its closest rival that has recently launched,  they've announced that the first market they enter will be Toronto in Spring followed by Vancouver, Edmonton, Calgary and Ottawa later this year.

At launch, they'll offer BlackBerry, Nokia, and Sony Ericsson devices "at or around $100". How they are going to pull these low prices off with their contract-free plans is still unknown.

One thing that they claim will definitely be different is that their plans are going to be much simpler than those of their competitors'. As their VP of Marketing, Sara Moore, puts it:

"The one thing still missing in Canada for wireless consumers is simplicity. People are still talking about the difference of incoming and outgoing or free calls to the 5 people or family members. Buckets of minutes or buckets of text messaging and plans that have a little bit, and for $5 more you can get unlimited. It’s a bit of a matrix. You can pay before or after… or even the naming conventions are getting cute and not simple. We think there was a great opportunity and remains a great opportunity for a mobile operator to bring simplicity to the wireless marketplace… and that’s why we love this name and we love the logo because it just drives that message in such a bright cheerful, optimistic – which is who we are as a company."

You can view the full press release here or check out some videos from their launch event below.

[via MobileSyrup]