This is Estimote (YC S13) co-founder here. The contextual micro-location based interactions triggered by the presence of Bluetooth Beacons is something called iBeacon and will be part of iOS7 this Fall. Since it is still under NDA those who have an Apple Developer Account could access sample codes in the Apple SDK. For those who would like to experiment already and check the possibilities we have also published a blog post explaining how to turn one iOS6 device intro a virtual beacon and use the other to experiment with micro-location: http://blog.estimote.com/post/57087873876/a-simple-way-to-si...