Rural Cellular Association rebrands as Competitive Carriers Association, mirrors its move to the big city

Rural Cellular Association rebrands as Competitve Carriers Association, mirrors its move to the big cityWhat's in a name? Quite a bit, if you ask the Rural Cellular Association. It's becoming the Competitive Carriers Association to reflect a membership shift from smaller providers that often serve the countryside to a much more urbane roster that includes Clearwire, Sprint and T-Mobile, on top of grown-up existing members. Not surprisingly given the advocacy group's recent bedfellows, the name switch also emphasizes the attempt to resist a consolidation of power in US telecom -- CCA membership is limited to carriers with under 80 million subscribers, which conveniently excludes heavyweights AT&T and Verizon. Although rebranding is a symbolic gesture first and foremost, the group is no doubt hoping the name will make its intentions clearer the next time a big spectrum swap rolls around.

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