4. A computer-implemented method comprising: receiving, by a gateway server from a mobile device, a first request to retrieve content from a content server, the request identifying a subscriber using a mobile device, the mobile device, the gateway server, and the content server all being remote and separate from each other; associating, by the gateway server, the identified subscriber with a corresponding user profile, the user profile providing a plurality of rules that define how content is to be displayed; transmitting, by the gateway server to the content server, a second request to retrieve the content from the content server; receiving, by the gateway server, the content from the content server; parsing the content by: deconstructing the content and mapping the deconstructed content to a first document object model, and transforming the mapped content according to the plurality of rules defined in the user profile to generate a second document object model; and transmitting, by the gateway server to the mobile device, the transformed content for rendering on the mobile device.
4. A computer-implemented method comprising: receiving, by a gateway server from a mobile device, a first request to retrieve content from a content server, the request identifying a subscriber using a mobile device, the mobile device, the gateway server, and the content server all being remote and separate from each other; associating, by the gateway server, the identified subscriber with a corresponding user profile, the user profile providing a plurality of rules that define how content is to be displayed; transmitting, by the gateway server to the content server, a second request to retrieve the content from the content server; receiving, by the gateway server, the content from the content server; parsing the content by: deconstructing the content and mapping the deconstructed content to a first document object model, and transforming the mapped content according to the plurality of rules defined in the user profile to generate a second document object model; and transmitting, by the gateway server to the mobile device, the transformed content for rendering on the mobile device. 13. A method as in claim 4 , wherein transforming the content comprises: tagging the modified content to avoid further modification by any intervening servers and/or transcoders between the mobile device and the gateway server.