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Cellular South changing name to C Spire

As part of an effort to rebrand itself as a wireless carrier with customized content and personalized service, Cellular South is changing its name to C Spire.

The largest cell phone carrier you may never have heard of is about to get a makeover. Starting next Monday, September 26, regional operator Cellular South will be known as C Spire Wireless.

The company doesn't explain the reasons behind the name change on its landing page, but it elaborates more in a press release (PDF) and fact sheet (PDF). According to the release, it's all about offering a personalized customer experience in which customers will see "services that anticipate their needs, and rewards they'll get just for using their phone in new ways." Read into that as you wish.

Among the new features that the carrier will offer are an optimized and personalized app service ("Scout"), customer loyalty rewards ("Percs"), a more intimate customer service effort ("Circle"), customized service plans with "infinite data" ("Pulse"), converged services between your living room and phone, and a fancy new Web site.

We expect to hear more details on Monday so hang tight for the full scoop on what we can expect from C Spire.