A user equipment, UE, apparatus for discovering services, comprising: one or more processors; receive logic to be operated by the one or more processors to respectively receive a first beacon signal and a second beacon signal from a first beacon apparatus and a second beacon apparatus, wherein receiving a beacon signal is receiving the beacon signal using Bluetooth low-energy, BLE, technology, wherein the first beacon signal includes a first service being advertised by the first beacon apparatus for a first service provider A, and a first plurality of neighboring services provided by a first plurality of neighboring service providers proximately located from the first service provider, ordered in accordance with a first ranking criterion, wherein the first beacon signal includes a uniform resource locator, URL associated with the first service, and wherein the second beacon signal includes a second service being advertised by the second beacon apparatus for a second service provider B, and a second plurality of neighboring services provided by a second plurality of service providers proximately located from the second service provider, ordered in accordance with a second ranking criterion, wherein the second beacon signal includes a uniform resource locator, URL, associated with the second service; and control logic to be operated by the one or more processors to generate and display a selectable and ordered list of services for discovery by a user of the UE apparatus, wherein the selectable and ordered list of services includes the first and second services (14a, 16a), and the first and second plurality of neighboring services ordered in accordance with the first and second ranking criterion, and respective first and second signal strengths of the first and second beacon signals (104c, 106c), wherein the first ranking criterion is based on distances between the respective locations of the first plurality of neighboring service providers and a location of the first service provider A associated with the first beacon apparatus, wherein the first and the second ranking criterion are the same. one or more processors; receive logic to be operated by the one or more processors to respectively receive a first beacon signal and a second beacon signal from a first beacon apparatus and a second beacon apparatus, wherein receiving a beacon signal is receiving the beacon signal using Bluetooth low-energy, BLE, technology, wherein the first beacon signal includes a first service being advertised by the first beacon apparatus for a first service provider A, and a first plurality of neighboring services provided by a first plurality of neighboring service providers proximately located from the first service provider, ordered in accordance with a first ranking criterion, wherein the first beacon signal includes a uniform resource locator, URL associated with the first service, and wherein the second beacon signal includes a second service being advertised by the second beacon apparatus for a second service provider B, and a second plurality of neighboring services provided by a second plurality of service providers proximately located from the second service provider, ordered in accordance with a second ranking criterion, wherein the second beacon signal includes a uniform resource locator, URL, associated with the second service; and control logic to be operated by the one or more processors to generate and display a selectable and ordered list of services for discovery by a user of the UE apparatus, wherein the selectable and ordered list of services includes the first and second services (14a, 16a), and the first and second plurality of neighboring services ordered in accordance with the first and second ranking criterion, and respective first and second signal strengths of the first and second beacon signals (104c, 106c), wherein the first ranking criterion is based on distances between the respective locations of the first plurality of neighboring service providers and a location of the first service provider A associated with the first beacon apparatus, wherein the first and the second ranking criterion are the same.