A system, apparatus, and method for facilitating OTA activation of protected content pre-programmed on a memory device that is operable on mobile terminals. A removable memory device is provided for coupling to the mobile terminal, where the removable memory device is pre-programmed with secure content and a secure rights database of rights files. OTA activation is performed to activate the secure content stored on the removable memory device in response to an attempt to access the secure content. The removable memory device is altered to prohibit further access to the secure rights database after the database is imported to the mobile terminal. Access to the secure content is enabled as dictated by corresponding rights files when the OTA activation has successfully completed.