Multimedia Broadcast Multicast Service (MBMS) epitomizes the increasing popularity of enhanced end-user experience in Universal Mobile Telecommunications System (UMTS), since it allows the economical delivery of multimedia services to a large number of users. MBMS multicast supports both Point-to-Point (PTP) and Point-to-Multipoint (PTM) modes in order to confront the strict resource limitations in wireless environments and improve efficiency during data transmission. The aim of this paper is to highlight the performance enhancements of MBMS multicasting over the High Speed Downlink Packet Access (HSDPA) and underline the need for its integration in MBMS specifications. HSDPA can play an instrumental role in positioning MBMS services as a key enabler for true Mobile Broadband. Under this prism, we investigate the provision of MBMS services over HSDPA, through a direct comparison between HSDPA and Release ’99 bearers. Since downlink transmission power is the most limited resource in UMTS networks, the evaluation is performed via an analytical dimensioning of the MBMS transmission power both in macrocells and microcells. Simulation results reveal that HSDPA can significantly optimize MBMS power allocation, bring more capacity and, consequently, enable the mass-market delivery of rich multimedia services in mobile networks.