The Nintendo 3DS utilizes a similar title-based organization as seen in the Wii and DSi platforms. The same update server is being used as was with the DSi, however a new common key has been introduced.
The organization of Title IDs has not been documented fully yet.
Here are some confirmed Title IDs (from the first update):
00040010-00024000 - Promotional video
00040010-00025000 - Promotional video
000400DB-00016102
000400DB-00017102
00040130-00001C02
00040130-00002402
00040130-00002D02
00040130-00002E02
00040130-00003402
00040138-00000002 Home Menu