sim cards in playa del carmen

Hi, Does anyone know if there is a place to get a sim card for my cell phone close to the bus station on 5th ave. in playa del carmen. I've purchased them on some islands before but not Mexico yet. Do they work the same? What is the local mobile phone company I should be looking for, thanks!

D. Todo Electrónica
Avenida 30 Mz. 47, lote 2, local 1
Centro, 77710 Solidaridad, Playa del Carmen, Quintana Roo, México
+52 984 147 0286
Avenida 30 entre calle 2 y 4
Get the Telcel, Amigo plan. Pay as you go, buy minutes just about anywhere, 7-11, OXXO, supermarkets, etc.
May as well make Carlos Slim a little more rich.

thanks i actually was given a link to the telcel website and chatted with a rep using babelfish translator and he said I don't have to sign up for a plan and can just buy a sim card as long as my phone is unlocked (it is) and add minutes. Unless the translation was bad that is what I understood was the outcome