Rumor Mill: Cellular South may rebrand itself under 'Personalized Wireless' banner

Cellular South may be planning a major rebranding effort under the heading of "Personalized Wireless," according to an Engadget posting and other promotional materials.

cellular south personalized wireless sept. 26

Click here for what appears to be a teaser ad for Personalized Wireless.

The blog said that Cellular South plans to market itself differently as a regional wireless player in the South. The report points to a website,, that features a clock counting down to Monday, Sept. 26. That's the same day that Cellular South CEO Hu Meena plans to make a "significant" announcement about the company's future.

Further, a commercial that appears to fit with the theme and design of the Personalized Wireless site is apparently being aired to promote the new service. In the advertisement, an announcer intones: "What is about wireless networks, data all around us? Are they all the same? What if you found one that was different, that adapted to you and quietly brought you apps, rewards, stuff that was just right for you? Who wouldn't want a network like this?" The commercial then shows a stylized "C" and says the new service is coming Sept. 26.

"We have been working for quite some time on a number of strategic changes, which we will announce on Sept. 26," a Cellular South spokesperson told FierceWireless. The company declined to comment on the Engadget post.

Cellular South in November 2010 picked Samsung as its primary LTE infrastructure vendor and plans to launch an LTE network in 700 MHz spectrum in the fourth quarter of 2011. Cellular South intends to use Voice over LTE technology and will continue its LTE deployment into 2012. The privately held carrier, which has around 900,000 subscribers, has also inked a bilateral roaming deal with wholesale LTE provider LightSquared, which is trying to gain regulatory approval from the FCC to deploy its terrestrial network. 

For more:
- see this Personalized Wireless site
- see this Engadget post

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