Ina Fried

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Cellular South to Drop Its Southern Accent, Become C Spire Wireless

Cellular South is giving itself a new name and hoping, in the process, to gain a new image as well.

Starting Sept. 26, the regional wireless carrier plans to call itself C Spire Wireless. As part of the rebranding, the company wants to pitch itself as offering the most personalized wireless service going. To do that, the company outlined a range of new programs, ranging from a new loyalty program to social media integration and app recommendation services.

For those who don’t know Cellular South, it is based in Ridgeland, Miss., has just short of 1 million subscribers, and offers service in Mississippi and parts of Tennessee, Alabama and Florida. The company also notes that more than half its subscribers have smartphones, and it has plans to move to a faster 4G LTE-based network.

It’s been a big week for the carrier, which earlier waded further into the fight over AT&T’s planned $39 billion purchase of T-Mobile USA. The carrier filed a lawsuit of its own seeking to block the deal, joining Sprint and the Department of Justice, which have filed their own actions.

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