Aspects of the present disclosure provide a system, method, and apparatus for providing multimedia broadcast and multicast service (MBMS) operations in a wireless communication system. In some aspects of the present disclosure, the system, method and apparatus may provide flexibility for an application server to select one or more MBMS service delivery functionalities supported by a network device for transmission of multimedia content to a mobile device. The MBMS service delivery functionalities selected by the application server may be a subset of a plurality of MBMS service delivery functionalities supported by the network device.