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As currently specified by 3GPP, MBMS (multimedia broadcast multicast service) content can be provided in a cell by either point-to-point (P-t-P) or point-to-multipoint (P-t-M) transmission mode, but not both at the same time. In earlier work we highlighted the deficiencies of the current approach and proposed the concept of the ldquodual transmission mode cellrdquo, in which P-t-P (DCH) and P-t-M (FACH) transmissions can coexist and allowed to dynamically adapt through time, to address them. In this paper we further analyze the deficiencies of the current 3GPP approach and enhance our previous work to efficiently address the problem in high mobility scenarios as well. The proposed algorithm takes into consideration both the distribution and the movement of the MBMS userspsila within the cell (using the CPICH Ec/No signal strength as a reference) and dynamically decides which MBMS users should be served using FACH and which should be served using DCH. Simulation results show significant transmission power savings, considerable reduction on the aggregated signaling and processing effort introduced, while QoS requirements are still fulfilled.