Embodiments of the invention relate to an end-to-end architecture for providing location-based content for mobile users in a broadband wireless access (BWA) network. In certain implementations, a mobile user may request content relevant to its location from a content provider such as an application service provider (ASP) in a public Internet. The ASP in turn signals a master location controller (MLC) in the BWA to find out the location of the mobile station. The MLC may contact a radio access network (RAN) node to initiate a mobile station location determination and provide the results back to the content provider. Additional embodiments and variations are also disclosed.