A system of short-range communication devices identify specific regions of interest within an area. In addition, a set of ranges or zones is defined for each of the short-range communication devices and conditions and actions are assigned to the zones. A client device senses a short-range communications device and associates conditions and actions to the client device. The client device determines its zone, analyzes the conditions and, if at least one condition is met, triggers the action(s). The history or context of the client device within the area may be analyzed to generate additional conditions and/or actions, or to modify existing conditions and/or actions associated with the specific zones.