America’s eighth-biggest wireless company is changing its name. Effective Monday, Cellular South becomes C Spire Wireless. With approximately 1 million subscribers, Ridgeland, Miss.-based Cellular South offers service in the Magnolia State and parts of Tennessee, Florida and Alabama.
Personalization will be a big part of the rebranding.
“We have entered a new era in wireless – an era centered on broadband networks, mobile computing devices and now personalized services. Completing calls is only a small part of what we deliver our customers," said Hu Meena, president and CEO of C Spire. “Since 1988, our main focus has been on providing exceptional service for our customers and their wireless needs. Those needs have changed dramatically and will do so at an even more rapid pace in the future. In the new era of wireless, given our continued focus on the customer, we have been inspired to sharpen our vision for delivering the best possible experience in wireless and look forward to doing just that under the C Spire brand."
C Spire says it will give its customers “game-changing" products and services that are designed specifically for them, including recommendations for apps and a new rewards program.
The carrier made news earlier this week when it filed a lawsuit to block the $39 billion megamerger of AT&T and T-Mobile, saying it would impact regional carriers who will find it even harder to secure wireless devices at competitive prices.