Aspects of the present disclosure are directed to methods, apparatuses and systems involving establishing communication with wireless devices. According to an example embodiment, a system comprises orientation circuitry configured and arranged to obtain orientation data indicative of a physical orientation of the user, a communication circuit configured and arranged to wirelessly communicate data with a plurality of wireless devices, and processor circuitry. The processor circuitry is configured and arranged to: determine a direction of interest using the orientation data, select a wireless device from the plurality wireless devices based on the direction of interest, the selection being based on information indicating a location of the user relative to the plurality of wireless devices, and establish communication between the system and the selected wireless device.