A base station may include logic configured to determine system throughput values for a plurality of modulation and coding schemes based on data throughput values and based on a number of user equipment (UE) devices serviced by the base station; determine a modulation and coding scheme, of the plurality of coding schemes, that is associated with a highest system throughput; and determine radio frequency (RF) conditions associated with the base station. The logic may further be configured to define a Multimedia Broadcast Multicast Service (MBMS) area based on the determined RF conditions and the selected modulation and coding scheme and provide an update to the UE devices serviced by the base station, wherein UE devices located within the defined MBMS area are sent the update using MBMS and UE devices located outside the defined MBMS area are sent the update using unicast.