An information processing apparatus (MFP) performs communication control for receiving an advertisement (ADV) packet transmitted from a mobile terminal while regularly transmitting an ADV packet that includes service information regarding a service provided by the information processing apparatus, in conformity with the BLE standard. In this state, every time the MFP detects an ADV packet that designates the information processing apparatus as a communication partner in BLE communication, the MFP performs communication control for transmitting a connection request to the mobile terminal that is the transmission source of the ADV packet as a response to the detected ADV packet. The MFP thus serves as a master to establish a BLE connection with each mobile terminal.