Disclosed are systems, methods and devices for application of location based services in a venue or other local area using mobile centric and network centric positioning techniques. In particular, a venue may deploy an architecture comprising a location server, a location based services application server and an access/location network comprising femtocell transceivers and optionally WiFi access points to provide location services and possibly communications services to local mobile devices. Mobile devices may be identified to femtocell transceivers using a global provider identifier and femtocell transceivers may communicate with the location server in support of positioning operations using a Positioning Calculation Application Part (PCAP) protocol or LTE Positioning Protocol A (LPPa).