Embodiments of techniques, apparatuses, systems and computer-readable media for consuming services for a user equipment (UE) apparatus are disclosed. In some embodiments, a first signal at a second signal are received respectively from a first and a second beacon apparatus, the signals indicating a service associated with the respective beacon apparatuses, and a list of neighboring services proximately disposed to the respective beacon apparatuses, a list is generated and displayed at the UE apparatus in accordance with ranking criterion of the lists and the first and second signal strengths of the first and second signals received at the UE. Other embodiments may be disclosed and/or claimed.