Regional wireless provider Cellular South is being renamed C Spire Wireless. The name change, which takes effect Monday, Sept. 26, comes along with a change in business strategy, focusing on introducing “personalized wireless services,” management announced Sept. 22.

Cellular South is making the change to help shift the perception of the wireless carrier from a voice focused legacy wireless carrier to a mobile broadband provider of converged services.

“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, C Spire president and CEO. “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’s network, according to the company, “is built for data devices, supporting the highest percentage of customers with smartphones in the nation.”

The Mississippi-based wireless carrier claims of having “the highest smartphone penetration rate in the nation.” It is in the midst of an ambitious $90 million network expansion as it migrates its infrastructure to 4G/LTE mobile broadband.

Offering flexible, personalized Individual, Family Choice and business voice and data plans with unlimited data access that ‘eliminate the guesswork and limitations surrounding data usage’ is a key aspect of C Spire’s business strategy.

So is the ability to produce personalized content and apps across multiple mobile devices and platforms, which revolves around Pulse, C Spire’s proprietary personalization engine, which “recommends and provides the right selection of technology experiences tailored for each customer — giving them unmatched wireless personalization,” according to the telecompetitor.

C Spire also intends to focus on the growing home networking trend, by providing converged services that connect consumer electronic devices so that users can access and share media content easily. C Spire’s aim is to enable customers to wirelessly manage and control the growing diversity of connected devices used by consumers, whether they be computers, TVs, DVRs, digital cameras, and “even cars and refrigerators.” C Spire did not reveal any product details regarding this focus.

“We are taking the vastness of all the technology, devices, content and apps that are available to wireless users and enabling customers to experience them in much more meaningful and rich ways. At the end of the day, it will be a much more productive, inspiring and rewarding experience to engage with C Spire,” said COO Kevin Hankins.