'Rich media' is a term that implies the integration of all of the advances we have made in the mobile space delivering music, speech, text, graphics and video. This is true, but it is more than the sum of its parts. Rich media is the ability to deliver these modalities, to interact with these modalities, and to do it in a way that allows for the construction, delivery and use of compelling mobile services in an effective and economic manner. In this paper, we introduce a system called Mobile Open Rich-media Environment ('MORE') that helps realize such mobile rich media services, combining various technologies of W3C, OMA, 3GPP and IETF standards. The different components of the system include formatting, packaging, transporting, rendering and interacting with rich media files and streams. © 2006 IEEE.