1. A method of delivering location-based information, comprising: receiving a request via connections to a packet-based network, the request including a location indicator, the location indicator including first location components; deriving one or more second location components from one or more of the first location components; forming one or more location component groups each including a respective subset of one or more location components selected from the first location components and the one or more second location components, the respective subset of one or more location components being determined to be consistent with each other; generating a probabilistic representation of a mobile user's location based on the location indicator and historical data collected from mobile devices, the probabilistic representation including one or more probable geographical areas each having an associated weight, each of the one or more probable geographical areas corresponding to a respective one of the one or more location component groups; retrieving information from a data store based on the probabilistic representation; and transmitting the information to the packet-based network for receipt by the mobile user.