In a network having multiple wireless transmitters, a mobile device operating with the network may be assigned one or more wireless transmitters as a virtual cell. Transmissions to the mobile device may be broadcast from several cells simultaneously, so that the mobile device will receive the transmissions in any of the areas covered by the cells. When the network determines that the mobile device is moving out of one cell area and into another, the virtual cell may move as well. The virtual cell may consist of one or many areas covered by a wireless network, and may have a shape that is determined by geography, trajectory, wireless coverage, or other factors.