Start-up DAVE Wireless plans to compete for consumers under the name Mobilicity. The company revealed its consumer brand today and said it intends to launch wireless services in Toronto this spring. Other cities will be added later this year. Mobilicity is on track to be the second new wireless competitor in a market currently controlled by Bell, Rogers and Telus. The first out of the gate was Globalive, which began rolling out services under the brand name Wind Mobile late last year. Meanwhile, Public Mobile, another new contender, says it also has plans to launch later this year in parts of Ontario and Quebec. All three companies were formed following Ottawa’s decision to set aside wireless airwaves for new entrants during a spectrum auction two years ago. The auction was designed to boost competition in the sector.