Data and Audio Visual Enterprises Wireless Inc. (DAVE Wireless) branded its upcoming wireless service Tuesday as Mobilicity. The service, which will launch in Toronto in the spring, will offer contract-free unlimited data plans with handsets from Research in Motion, Nokia, and others. The company said in a release that its Mobilicity brand-name combines "mobile" with its focus on “simplicity” for urban customers. “The tagline we’re offering is: no contract, no credit check, unlimited wireless,” Dave Dobbin, president of DAVE Wireless, said in an interview with BNN. Dobbin said his company plans to compete directly with incumbents Rogers, Bell and Telus. Customers will pay for the service in advance, eliminating the need for a credit check. Customers will also be able to choose which options they want, such as text messaging or voicemail, with no limits, he said. The service will expand to Vancouver, Calgary, Edmonton and Ottawa later in 2010, the company says. Verse Group, a marketing firm that in the past has worked with the Royal Bank of Canada and Microsoft, was responsible for the Mobilicity corporate identity. DAVE Wireless holds spectrum licenses in 10 of Canada’s 13 largest mobile markets.