ing in the order of 70-80% of mobile content in North America is delivered through operator-controlled channels, as compared to 30% in Western Europe. Examples of some of the companies within each role are listed in Table 9.7. Table 9.7 Mobile content development players Functional Role Companies Content Ownership NASCAR, FIFA, Walt Disney Design and Development American Greetings Interactive, Moket, Gameloft Publishing and Aggregation Gameloft, Qualcomm BREW Provisioning and Hosting Motricity, Qualcomm BREW Marketing and Delivery Nokia Ovi, Orange Music Store, Verizon "get it now," Sprint Nextel IMS, Services and Applications 9.13.2 OMA Dynamic Content Delivery The very first standard on the delivery of content was released by OMA in December 2008. Content Delivery group of OMA released Dynamic Content Delivery (DCD) Enabler to enrich user experience through the periodic delivery of personalized or customized content either on a one-to-one (point-to- point) or one-to-many (broadcast) basis. It is a complementary delivery mechanism to the existing mechanisms, such that it will use reuse as much existing technology as possible, while providing the added benefits of delivery control management [49]. The content types and formats used by DCD will be consistent with those of the established deliv- mechanisms, for example, XML (extensible markup language), RSS (really simple syndication), ATOM, 15 and SO on, to the largest extent. The DCD Enabler enables an application to be enhanced by making its content available through automatic asynchronous delivery, though it does not specify detailed DCD applications, or how to render the content of those applications. The DCD Enabler is agnostic to different content types used by different applications. DCD Enabler Architecture has two functional entities, namely DCD client and DCD server as shown in Figure 9.32. DCD Client resides in the mobile terminal and is used to communicate with the DCD Server. Its three different logical functions are as follows: The Subscription and A