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.

Kent German Former senior managing editor / features
Kent was a senior managing editor at CNET News. A veteran of CNET since 2003, he reviewed the first iPhone and worked in both the London and San Francisco offices. When not working, he's planning his next vacation, walking his dog or watching planes land at the airport (yes, really).
Kent German

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.