So, you’re another start-up carrier, launching in an already-saturated cellular market that is the GTA corridor. Offering a mid-range $40 “Unlimited” plan just wont cut it when competing with the incumbents. So what do you do? You undercut the competition and go cheaper. With the launch date finally here Public is offering a new unlimited offering, targeted at the “low-income value conscious” customer. The new plan is as follows:

$24/month for unlimited local calling with call waiting, call forwarding, and conference calling all included. Call display and voice mail can be added together for $8/month.

Public Mobile CEO Alek Krstaji had this to say:

“We want to offer all the value we can in the marketplace. 38-percent of Canadians don’t have a cell phone because of unpredictable prices. We want to make owning a cell phone affordable, and give everybody the chance to talk. Owning a cell phone shouldn’t be a luxury. Thousands of customers signed up early, and on the first day of our network operation, they are able to use their Public Mobile phones”.

In addition to the $24 per month, Public Mobile has stated a few other enticing promotions to come, including unlimited international long distance.

As we know, wireless competition in Canada specifically Toronto is on fire, and for the first time in a long time the Big Three are finally realizing they need to be aggressive to maintain clientèle. Their discount brands have been aggressively trying to stave off any defections: Fido has reintroduced their City Fido plan, allowing 2000 minutes/month for $40 in a larger service area in Toronto than Mobilicity or WIND and Koodo is introducing BlackBerry service soon with their 8530. I’ll be interested to see what happens with the back-to-school hot season.

[Via The Globe and Mail]