10. A system for delivering directions to a mobile device, the system comprising: an interface to a communications network to communicate with the mobile device; and a processor configured to, in response to a request from the mobile device for directions, (i) determine a list of turn-by-turn directions to a location based on content relating to a location to be transmitted to the mobile device, (ii) determine an optimization constraint associated with at least one of the mobile device and the request, (iii) determine optional selectable content to include with the directions to be transmitted to the mobile device based on at least the optimization constraint, and (iv) transmit the list of turn-by-turn directions to the mobile device via the interface.
12. A system as in claim 10 wherein the mobile device is a cellular telephone.