Mobilicity chairman John Bitove (left) and president Dave Dobbin unveil Mobilicity's service plans at a company store in Scarborough, Ont. (Canadian Press)

New wireless carrier Mobilicity unveiled details of its cellphone plans Friday in Toronto.

Mobilicity, which launches officially Saturday in Toronto, will have 35 stores, with 200 additional Greater Toronto Area locations to be announced later in the week. Aiming to compete with wireless veterans such as Rogers, Bell and Telus, it joins Globalive's Wind Mobile, which launched in December.

Mobilicity will set up shop in four other Canadian cities — Ottawa, Calgary, Edmonton and Vancouver — later this year, according to Mobilicity chairman John Bitove.

The company is hoping to appeal to people who want less expensive plans without a commitment. To that end, it will not require consumers to sign a contract, nor will it conduct credit checks.

"Convenience and simplicity is what we're looking for, for our customers," said Dave Dobbin, president of Mobilicity.

The company will offer six phones, the most expensive being the $499 Blackberry 9700.

Plans will range from $15 per month for unlimited text only to $65 per month for unlimited global texting, voice, North American long-distance calling and data, along with voice mail. For $25, customers will be able to enjoy unlimited local calling, free Mobilicity to Mobilicity calls and free caller ID. Plans will be prepaid, meaning customers will not receive a bill at the end of the month.

Mobilicity's Ontario network stretches from the western Toronto suburb of Mississauga to Scarborourgh in the east, north to Maple and northwest to Caledon. Roaming outside of that area will be provided by Rogers Wireless in Canada at a rate of $0.20 per minute and T-Mobile in the U.S. for $0.50 per minute.

More wireless providers will soon be following on Mobilicity's heels. New company Public Mobile, aimed at Canadians who don't already have cellphones, has said it plans to launch its network in Toronto and Montreal this month.

Quebecor's Videotron will also launch its new wireless business in Quebec and eastern Ontario later this year, delaying a planned summer launch.

Last out of the gate for the new players will be Calgary-based Shaw Communications, which has said it will launch in late 2011.

With files from The Canadian Press