Mobilicity’s first city-based, unlimited mobile network recently launched with six simple, unlimited plans. The handset options are modest – for now – but the company can boast a solid 3.5G network built by Ericsson, with Amdocs handling operations.

All Mobilicity plans are unlimited, include free caller ID and Mobilicity-to-Mobilicity calling. They do not require a contract or credit check: customers simply pay a flat monthly fee and use the Mobilicity network as much as they want.

The company also revealed that it will have hundreds of points of distribution across the Greater Toronto Area. But this is a limited offering in that customers travelling outside the Mobilicity coverage area will be charged per-minute-rate roaming, and any calls outside of the network are not free.

Mobilicity doesn’t have complete control over these charges, because it will be relying on third party networks.  To access such services customers must first add funds into a dedicated, personal pay-per-use depository called My Wallet.

However, the company claims that its strategic partnerships with global telecommunications leaders will enable it to build out a world-class wireless business with a highly efficient cost structure.

In an effort to capture the specific needs – and market share – of Canada’s multi-ethnic populations, the company also introduced wireless long-distance with $20 unlimited monthly add-on bundles to East Asia (China, Taiwan, Hong Kong, Japan, South Korea, Singapore and Vietnam) and South Asia (India, Pakistan and Bangladesh). 

For starters, Mobilicity has six handsets, including the HTC Snap and BlackBerry Bold 9700 smartphones. Mobilicity’s feature phone, the Nokia 5230 (featuring a 3.2” touch widescreen) is priced at $169.99 and comes with a free Nokia Bluetooth Headset, valued at $30. A $99.99 data stick is also available for consumers looking for unlimited mobile internet access.

The debut across the Greater Toronto Area comes almost two years after the company spent $243 million to acquire 10MHz of new wireless spectrum covering 16.1 million people in 10 of the largest cities. The quality of service delivery on the 3.5G network should be competitive. As well, having an Amdocs-designed its billing, ordering, customer care and operational support systems may help keep customers loyal.