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Mobilicity
Company typePrivate
IndustryWireless Services
FoundedVaughan, Ontario (2009)
HeadquartersVaughan, Ontario
Key people
Stewart Lyons - President and COO[1] John Bitove - Founder and Executive Chairman
ProductsBlackBerry Smartphones, Wireless Data Services, SMS, MMS, HSPA
Websitewww.mobilicity.ca

Mobilicity (legal entity name Data & Audio Visual Enterprises Wireless, often abbreviated to DAVE Wireless) is a Canadian wireless telecommunications provider. Its name is a portmanteau of the words "mobility" and "simplicity".[2]

History

Early years (2008-2009)

Originally formed as DAVE Wireless by Canadian businessman John Bitove, the company entered the 2008 spectrum auction for AWS frequencies. DAVE spent $243 million on 10 MHz of AWS spectrum blocks largely covering southern and eastern Ontario, Vancouver, Calgary and Edmonton.[3] The domain davewireless.com was registered on July 10, 2008 via Go Daddy.[4] Later, on October 27, 2009, the domain mobilicity.ca was registered via Internic.ca and the Canadian Internet Registration Authority (CIRA).[5]

Launch and competition (2010)

DAVE Wireless's website was launched with information as early as January 7.[6] The following month, on February 2, it was confirmed that the company would operate under the name Mobilicity.[7] Later, service was launched to the public on May 15, but only for the city of Toronto. On November 17, service was launched in Edmonton and Vancouver,[8][9] and in the Ottawa and Gatineau area the following day.[10][11]

To this day, the company faces close competition from Wind Mobile, plus Public Mobile and Videotron in some markets. Canada's three largest wireless carriers also have brands that compete against Mobilicity, the most notable example being Chatr brand from Rogers Wireless. Rogers' Fido, Bell's Virgin Mobile Canada and Telus' Koodo Mobile also offer similar City plans, at price points similar to those of Chatr and Mobilicity. Mobilicity contends that such plans, especially those offered by Chatr, are aimed directly at their service.[12] Rogers is currently contending in court the Competition Bureau's charges of misleading advertising. Bell has mimicked Chatr by relaunching its Solo Mobile brand for nearly identical purposes,[13] but Solo was withdrawn from the market in October 2011. Telus' Clearnet brand also offers low-cost plans, but consists of a landline and mobile phone bundle for residential customers. As such, it remains only available in two western cities unserved by Mobilicity.

Calgary, discounted hardware and service, Dobbin resigns (2011)

Coverage in Calgary went live on 28 April 2011.[14] This is the first and currently last city to receive Mobilicity coverage.

During Q4 2011, Mobilicity had a 50% off sale for all of its monthly plans. The discount could be used for up to twelve months with pre-authorized payments, or up to six months with other payment methods. The Mobile Syrup blog reacted to this sale by reporting that "Mobilicity has gone crazy."

Dave Dobbin, then-president and CEO of Mobilicity, resigned shortly after the 50% off promotion began. Stewart Lyons replaced Dobbin as President but the CEO position has been left vacant. In the absence of a CEO, John Bitove assumed the role of Executive Chairman.

Redesigned website, products and service updates, (2012-present)

Mobilicity launched the Galaxy Nexus on February 2, 2012.

At the beginning of Q2 2012 on April 1, Mobilicity changed its plans and website. The $25/month plan now include province-wide long distance plus the call waiting, call forwarding and conference call features. The $35, $45 and $55 plans now include voicemail, global SMS, Canada-wide long distance, site-limited or unlimited mobile broadband and 15 to 60 North American roaming minutes included.

Stewart Lyons reported that Mobilicity would also be clearing out old devices and replacing them with new ones in Q2 2012. The Samsung Galaxy S 4G smartphone was added to Mobilicity's lineup on April 2, 2012. During that month, Lyons has also confirmed that Mobilicity will be carrying at least one Windows Phone device, but has not given any specific details regarding this until May. It was then announced that the Nokia Lumia 710 would be "coming soon", to eventually launch on May 17, 2012.

In conjunction with the Lumia 710 launch, Mobilicity introduced another 50% off sale for its monthly plans which works like the one from Q4 2011 but can only be obtained with pre-authorized payments and until May 20, 2012 inclusively. During most of the rest of that month, Mobilicity offered smaller but still significant discounts for customers with automatic payments.

Network

Mobilicity's network was built in 2009 and is currently maintained by Ericsson.[15] The company also has a cell-site sharing agreement with Bell Mobility to share cell tower space in all Mobilicity zones.[15] The network uses the UMTS IV frequency band, also known as AWS, to provide UMTS (with HSPA) service.[16] Using this band, user equipment transmits at 1710–1755 MHz, and receives at 2110–2155 MHz. AWS is the same frequency as Wind Mobile and Videotron in Canada and T-Mobile USA. Like WIND and Videotron, Mobilicity does not have a 2G, EDGE, GPRS GSM Network.

Mobilicity's network is compatible with the same handsets and devices as Wind Mobile and Videotron networks, and UMTS handsets and devices offered by T-Mobile USA.

Coverage

Currently, Mobilicity's network coverage includes the Greater Toronto Area, Ottawa including Gatineau, plus Calgary, Edmonton, and the Greater Vancouver area. The carrier has not added any new cities since April 28, 2011 but has been steadily adding many new cell sites in existing areas.

Products

Numerous products are available at Mobilicity. While the carrier mostly sells various smartphones, other types of products are also available. There is a 7 day period for return or exchange on newly purchased products provided that the device does not have a total talk-time exceeding 30 minutes. The time period previously consisted of 30 days. All devices in Mobilicity's current lineup include a 365 day warranty.[17]

Mobilicity also offers "Unlimited Prepaid" packages, previously known as "Unlimited To Go". They consist of a feature phone or smartphone, bundled with a SIM card and one, two or three months of unlimited talk and text on Mobilicity's network, usually at a reduced cost. Bundles sometime include a Bluetooth headset or mobile broadband service.

Feature phones

The Samsung C414Y is a basic flip feature phone available at Mobilicity.

Mobilicity offers a small selection of feature phones. Three models are available: the Huawei U2801, the Samsung C414Y and the Samsung Gravity Touch. All of these were sold at the price of $50 per phone during Mobilicity's 50% off sale in May 2012.

On the day of Mobilicity's launch, the Huawei U7519, Totem and Sony Ericsson TM506 feature phones phone were available. All are officially discontinued, although "Unlimited To Go" packages for the TM506 are still available at select HMV and Zellers. The TM506 is notable for being Mobilicity's only feature phone to be sold factory unlocked, allowing it to be used on non-Mobilicity networks compatible with the phone such as Wind Mobile, Videotron Mobile, T-Mobile USA or Rogers Wireless.

Smartphones

Mobilicity currently carries several smartphones:

Mobilicity is also the exclusive carrier of the Mobiflip smartphone in Canada. A variant of the T-Mobile Sidekick LX 2009, Mobilicity launched it on December 22, 2010. It was discontinued sometime in 2011. The Samsung Gravity Touch feature phone is similar and succeeds the Mobiflip. The HTC Panache 4G was also exclusive to Mobilicity in all of its markets except for Ottawa. It was discontinued following the Galaxy Nexus' launch.

On the day of Mobilicity's launch, the BlackBerry Bold 9700, HTC Snap and Nokia 5230 smartphones were available. All are officially discontinued, although as of December 3, 2011, "Unlimited To Go" packages for the 5230 are still available at select Mobilicity dealers and third-party dealers such as Zellers.[18] All remaining stock of the Bold 9700 and 9780, plus the Sony Ericsson Xperia X10, has been cleared out during Midnight Madness sales. These smartphones were sold at the cost of $199.99 each.

The BlackBerry Torch 9810 was sold for $299 during a clearance sale in March 2012, after which it was discontinued. Stewart Lyons, President and COO of Mobilicity, announced that this happened due to the device's age and plans to refresh the carrier's device lineup.[19]

Internet access devices

The Huawei E1691 is a USB modem providing a mobile broadband connection. The Wind Mobile model, compatible with Mobilicity's network when unlocked, is shown.

Currently, Mobilicity sells two devices that are exclusively designed for mobile broadband:the Huawei E1691 and the Huawei E583C. The E1691 is an USB mobile broadband modem that is officially supported by computers using the Windows, Mac OS X 10.4 or higher, or Linux operating systems. The E583 is a portable device, similar to the MiFi, that allows any Wi-Fi device to connect to mobile Internet. The E1691 and the E583C can download at speeds up to 7.2 Mbit/s. Mobilicity also sells a Wi-Fi dock for use with the USB modem and a Wi-Fi signal repeater.

Services

Voice plans

Mobilicity entered the Canadian market on May 15, 2010 with six mobile voice plans. The plans have since undergone various changes. The current lineup of four plans was introcued on April 1, 2012.

Current plans include unlimited local and provincial calling, unlimited sent SMS and MMS to Canada and continental USA, unlimited received messages from any regular phone number and the caller ID, call waiting, call forwarding and conference call calling features. All regular plans except for the one at $25 include Canada-wide long distance, unlimited sent SMS to regular international phone numbers, one of two mobile broadband options and the voicemail calling feature.

Roaming minutes are included in all of Mobilicity's current plans except for the one at $25. These can be used throughout Canada on Rogers Wireless' network, or throughout the United States on T-Mobile USA's network. Those who exceed the amount of roaming minutes included or who subscribe to another plan may top up their Mobilicity account with a certain amount to use for roaming purposes.

Mobile Internet

Mobilicity offers both site-limited and unlimited mobile broadband Internet access monthly add-ons at a low price to any feature phones or smartphones plan without this feature. The tethering feature is included on unlimited add-ons as long as the phone used supports it. BlackBerry users must pay a premium for unlimited Internet access to cover the fee for BlackBerry Internet Service. There is also a standalone monthly plan designed exclusively with mobile broadband modems. Pay-per-day access was previously offered but is now discontinued. Such services can only be used within Mobilicity's coverage area.

Customers using mobile Internet on Mobilicity must also follow the operator's Fair Use Policy, which prohibits "causing network instability", as well as illegal "copyright-protected or patent-protected material" transferred without the owner's permission. Those who breach the Fair Use Policy may face consequences, such as throttled Internet speeds or termination of service.[20] Roaming is also not included and will result in additional charges. Mobilicity has been criticized for blocking legitimate traffic and for being unclear about its throttling practices.

Roaming

Mobilicity's roaming partners are Rogers Wireless in Canada for 2G and 3G service and T-Mobile USA in the United States for 2G and 3G service. For both countries, prices are the same, and roaming bundles which include a block of minutes can be purchased at a reduced cost per minute. Some plans also include bonus roaming minutes usable in both countries. The regular roaming rate, however, applies for customers who have no more bundled or bonus minutes remaining. Roaming is also available internationally in various countries and at higher rates than in Canada and the USA.

Criticism

Mobile Internet policies

COO Stewart Lyons discussed Mobilicity's throttling policy: "If they [Mobilicity customers] use too much data, too quickly, we slow [them] down and then we speed [them] back up."[citation needed] Former Mobilicity president and CEO Dave Dobbin tweeted an example: "you've downloaded 5 gig today, but now your speed is slow - please don't [complain]."[21]

Network outages

On August 24, Mobilicity had an outage in Vancouver, Edmonton and Calgary. Affected customers could choose to receive either a complimentary voice mail add-on at no charge for three consecutive months, or a one-time prepaid credit.[22]

Towards the end of that year, on December 7, Mobilicity had an outage affecting all of its customers in the company's five markets. Initially, customers could not make any calls. Later, it was also impossible for them to receive calls. Those without Mobilicity who attempted to call a Mobilicity client would be subject to a busy signal, making it impossible for them to leave a voicemail even if the client subscribed to this feature. It is unknown whether or not any compensation was offered to affected customers.[23]

Philanthropy

Mobilicity made a $40,000 charitable donation to the "S'Cool Life Fund" in December, 2010.[24]

Advertising

"Otis" (green male) and "Alexis" (purple female) advertise Mobilicity's products.

Mobilicity has had many advertising campaigns. In 2011, Mobilicity handed out Durex condoms on February 11, shortly before that year's Valentine's Day, in the all the cities it served at the time. There was also a $69/month couples plan promoted, valid for two people, with unlimited mobile talk, text and Internet access.[25][26] The network Calgary was not yet launched and thus that city was excluded from this campaign.

Shortly thereafter, Mobilicity announced a "Data Access Fee/Tax" on April 1, 2011. The fictional $4.01 fee was simply an April Fools' Day joke mocking the system access fee previously charged by incumbent Canadian providers and Rogers Wireless' Government Regulatory Recovery Fee which is "tucked in" that operator's current monthly plans.[27]

Later that year, on June 16, Mobilicity began using two computer animated aliens to advertise their products. As a result of a naming competition the company had on Facebook, the characters were named "Otis" (green male) and "Alexis" (purple female).[28]

Retail presence

A Mobilicity retailer in Chinatown, Toronto.
Staples sells the Nokia 5230 from Mobilicity.

Mobilicity has its own corporate retail store. Additionally, there are third-party authorized dealers that sell "Unlimited Prepaid" packages and sometimes the whole line of Mobilicity products. This includes 7-Eleven,[29] HMV,[30] Metro,[31] NCIX, Staples, The Brick, Walmart[32] and Zellers.[33]

There is also a Chinese Mobilicity retailer in Chinatown, Toronto. Unlike Wind Mobile, Mobilicity has not yet opened a retail store catered to the French demographic. They have only translated the packages of their Unlimited Prepaid products. French regions where the Mobilicity network is available include the Vanier neighborhoods in Ottawa, as well as Gatineau.

References

  1. ^ "Our Team". {{cite web}}: Cite has empty unknown parameter: |1= (help)
  2. ^ Mobilicity is Canada’s newest wireless carrier WhatsYourTech.ca 2010-02-08
  3. ^ "Auction of Spectrum Licences for Advanced Wireless Services and Other Spectrum in the 2 GHz Range: Summary by Licence Winner".
  4. ^ "WHOIS lookup". Go Daddy. Retrieved 2011-12-14.
  5. ^ "WHOIS search results". CIRA. Retrieved 2011-12-14.
  6. ^ "DAVE Wireless - Competition is coming". DAVE Wireless. Retrieved 2011-12-14.
  7. ^ "Mobilicity". Mobilicity. Retrieved 2011-12-14.
  8. ^ Sheryl Steinberg (November 16, 2010). "Mobilicity to open in Edmonton tomorrow". Mobilicity.com. Retrieved November 17, 2010.
  9. ^ Sheryl Steinberg (November 17, 2010). "Mobilicity rallies troops to open in Vancouver tomorrow". Mobilicity.com. Retrieved November 17, 2010.
  10. ^ Steinberg, Sheryl (November 18, 2010). Mobilicity [http://mobilicity.ca/news/62/294/Mobilicity-launches-3-5G-network-in-Ottawa-Gatineau/ title=Mobilicity launches 3.5G network in Ottawa-Gatineau http://mobilicity.ca/news/62/294/Mobilicity-launches-3-5G-network-in-Ottawa-Gatineau/ title=Mobilicity launches 3.5G network in Ottawa-Gatineau]. Retrieved November 18, 2010. {{cite web}}: Check |url= value (help); Missing or empty |title= (help); Missing pipe in: |url= (help); line feed character in |url= at position 87 (help)
  11. ^ [1] Wireless Canada 2010
  12. ^ Jamie Sturgeon, "Mobilicity warns Rogers over 'chatr' brand launch", Financial Post, 23 July 2010
  13. ^ "Bell to relaunch Solo brand to fight Chatr", Canadian Press, 6 February 2010
  14. ^ Hardy, Ian (April 13, 2011). "Mobilicity officially launching service in Calgary on April 28th". MobileSyrup.com. Retrieved April 13, 2011.
  15. ^ a b Mobilicity In the Making
  16. ^ I have a phone already; can I use it on the Mobilicity network? 2010-05-15
  17. ^ "My phone is not working as it should, how can I get it fixed under warranty? - Mobilicity FAQ". Mobilicity. Retrieved 2011-11-25.
  18. ^ "Unlimited to Go". Mobilicity. Retrieved 2011-12-01.
  19. ^ Lyons, Stewart. "tweet from @StewartLyons". Twitter. Retrieved 2012-04-01.
  20. ^ "Mobilicity Services Terms and Conditions" (PDF). Mobilicity. Retrieved 2011-11-16.
  21. ^ Dobbin, Dave. "Thinking of emailing me to complain that you've downloaded 5 gig ..." Twitter. Retrieved 2011-11-16.
  22. ^ Hardy, Ian. "Mobilicity makes Western Canada outage right, gives customers wallet credit or 3 months free voice mail". Retrieved 2011-12-11.
  23. ^ Hardy, Ian. "Update: Mobilicity currently experiencing an outage "in all markets"". Retrieved 2011-12-11.
  24. ^ O'Brien, Kate. "Mobilicity donates $40,000 to the S'Cool Life Fund". Mobile Syrup. Retrieved 2011-11-28.
  25. ^ Hardy, Ian. "Mobilicity handing out condoms to promote $69 Couples Plan". Mobile Syrup. Retrieved 2011-12-19.
  26. ^ Deminiac, Andre. "The Mobilicity handout from a few weeks back, opened". Flickr. Retrieved 2011-12-19.
  27. ^ O'Brien, Kate. "Mobilicity creates "industry's first Data Access Fee/Tax (DAFT)"". Mobile Syrup. Retrieved 2012-04-01.
  28. ^ "Mobilicity wall photos". Facebook. Retrieved 2011-11-28.
  29. ^ "Mobilicity signs distribution deal with 7-Eleven". Mobilicity. Retrieved 2011-12-13.
  30. ^ "Mobilicity in tune with hmv". Mobilicity. Retrieved 2011-12-13.
  31. ^ "Mobilicity moves into Metro". Mobilicity. Retrieved 2011-12-13.
  32. ^ "Mobilicity now available at Walmart Canada stores". Mobilicity. Retrieved 2011-12-13.
  33. ^ "Mobilicity gets festive with Zellers". Mobilicity. Retrieved 2011-12-13.
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