Platform for Wireless Identity Transmitter and System Using Short Range Wireless Broadcast

• US 20130217332A1
• Filed: 02/21/2013
• Published: 08/22/2013
• Est. Priority Date: 02/22/2012
• Status: Active Grant

• Current Assignee: Qualcomm, Inc.
• Original Assignee: Qualcomm, Inc.
• Inventors: Altman, Steven R., Sprigg, Stephen A., Linsky, Joel, Woodahl, Leif, Kenagy, Jason, Menendez, Jose, Wurster, Charles S., Jacobs, Paul, Gasser, Liz, Meijers, Neville, Johnson, Peggy, Wise, Dave, Hunter, Kevin
• Granted Patent: US 9,544,075 B2
• Time in Patent Office: Days
• US Class Current: 455/41.2
• CPC Class Codes: G01S 1/02 using radio waves G01S19/00 takes precedence
• CPC Class Codes: G06Q 20/321 using wearable devices
• CPC Class Codes: G06Q 20/3224 Transactions dependent on location of M-devices
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04H 60/90 Wireless transmission systems
• CPC Class Codes: H04L 43/10 Active monitoring, e.g. heartbeat, ping or trace-route
• CPC Class Codes: H04L 67/52 specially adapted for the location of the user terminal
• CPC Class Codes: H04W 12/02 Protecting privacy or anonymity, e.g. protecting personally identifiable information [PII]
• CPC Class Codes: H04W 12/04 Key management, e.g. using generic bootstrapping architecture [GBA]
• CPC Class Codes: H04W 12/75 Temporary identity
• CPC Class Codes: H04W 4/025 using location based information parameters
• CPC Class Codes: H04W 4/06 Selective distribution of broadcast services, e.g. multimedia broadcast multicast service [MBMS]; Services to user groups; One-way selective calling services
• CPC Class Codes: H04W 4/80 Services using short range communication, e.g. near-field communication [NFC], radio-frequency identification [RFID] or low energy communication
• CPC Class Codes: H04W 64/00 Locating users or terminals or network equipment for network management purposes, e.g. mobility management
• CPC Class Codes: H04W 84/18 Self-organising networks, e.g. ad-hoc networks or sensor networks
• CPC Class Codes: Y04S 40/20 Information technology specific aspects, e.g. CAD, simulation, modelling, system security

Abstract

Methods, systems and devices for locating a wireless identity transmitter with a central server connected with one or more proximity broadcast receivers, such as stationary receivers or mobile devices operating as wireless receivers. The wireless identity transmitter may be a compact device configured to broadcast messages, such as through Bluetooth® advertisements, including an identification code. When within proximity, a proximity broadcast receiver may receive broadcast messages from the wireless identity transmitter and relay location information along with the wireless identity transmitter'"'"'s identification code to a central server as sighting messages. The proximity broadcast receiver'"'"'s own location may provide an approximate location for the wireless identity transmitter. The central server may process sighting messages, which may include signal strength information, to accurately locate the wireless identity transmitter. The central server may transmit data to third-party devices and/or mobile devices of users in response to receiving sightings messages.

Claims

1. A method for a wireless identity transmitter to communicate messages including identification information for receipt by proximate devices, comprising:

generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter; and

periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter.

2. The method of claim 1, wherein generating a rolling identifier comprises generating the rolling identifier using at least one of a streaming-like encryption algorithm and a pseudo-random function.

3. The method of claim 1, wherein the message is a single packet with a size of 80 bits or less and wherein the secret key is 128 bits.

4. The method of claim 1, wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions.

5. The method of claim 1, wherein the message is broadcast using at least one of heat, vibration, light, and radio signals, and wherein the radio signals include Bluetooth Low Energy packets.

6. The method of claim 1, further comprising:

activating a short-range radio in response to booting up;

broadcasting a configuration message indicating configuration parameters to be set during a configuration period; and

setting the configuration parameters in response to receiving configuration settings during the configuration period.

7. The method of claim 6, wherein the configuration period is sixty seconds.

8. The method of claim 6, wherein the configuration parameters include at least one of a transmit interval, a transmit power, a first interval for generating a new Bluetooth machine address, and a second interval for generating a new rolling identifier.

9. The method of claim 1, further comprising:

periodically broadcasting for a first period a second message including the rolling identifier of the wireless identity transmitter and indicating an availability of the wireless identity transmitter to receive incoming messages from proximate devices; and

receiving the incoming messages during a second period that corresponds to the availability indicated in the second message.

10. The method of claim 1, wherein periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter comprises:

periodically broadcasting the message at a first signal strength for a first period; and

periodically broadcasting the message at a second signal strength for a second period.

11. A wireless identity transmitter configured to communicate messages including identification information for receipt by proximate devices, comprising:

same

means for generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter; and

means for periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter.

12. The wireless identity transmitter of claim 11, wherein means for generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter comprises means for generating the rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter using at least one of a streaming-like encryption algorithm and a pseudo-random function.

13. The wireless identity transmitter of claim 11, wherein the message is a single packet with a size of 80 bits or less and wherein the secret key is 128 bits.

14. The wireless identity transmitter of claim 11, wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions.

15. The wireless identity transmitter of claim 11, wherein the message is broadcast using at least one of heat, vibration, light, and radio signals, and wherein the radio signals include Bluetooth Low Energy packets.

16. The wireless identity transmitter of claim 11, further comprising:

means for activating a short-range radio in response to booting up;

means for broadcasting a configuration message indicating configuration parameters to be set during a configuration period; and

means for setting the configuration parameters in response to receiving configuration settings during the configuration period.

17. The wireless identity transmitter of claim 16, wherein the configuration period is sixty seconds.

18. The wireless identity transmitter of claim 16, wherein the configuration parameters include at least one of a transmit interval, a transmit power, a first interval for generating a new Bluetooth machine address, and a second interval for generating a new rolling identifier.

19. The wireless identity transmitter of claim 11, further comprising:

means for periodically broadcasting for a first period a second message including the rolling identifier of the wireless identity transmitter and indicating an availability of the wireless identity transmitter to receive incoming messages from proximate devices; and

means for receiving the incoming messages during a second period that corresponds to the availability indicated in the second message.

20. The wireless identity transmitter of claim 11, wherein means for periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter comprises:

means for periodically broadcasting the message at a first signal strength for a first period; and

means for periodically broadcasting the message at a second signal strength for a second period.

21. A wireless identity transmitter configured to communicate messages including identification information for receipt by proximate devices, comprising:

a short range wireless transmitter; and

a processor coupled to the short range wireless transmitter, wherein the processor is configured with processor-executable software instructions to perform operations comprising;

generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter; and

periodically broadcasting via the short range wireless transmitter a message including the rolling identifier of the wireless identity transmitter.

22. The wireless identity transmitter of claim 21, wherein the processor is configured with processor-executable software instructions to perform operations such that generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter comprises generating the rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter using at least one of a streaming-like encryption algorithm and a pseudo-random function.

23. The wireless identity transmitter of claim 21, wherein the message is a single packet with a size of 80 bits or less and wherein the secret key is 128 bits.

24. The wireless identity transmitter of claim 21, wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions.

25. The wireless identity transmitter of claim 21, wherein the short range wireless transmitter transmits at least one of heat, vibration, light, radio signals, and Bluetooth Low Energy signals.

26. The wireless identity transmitter of claim 21, wherein the short range wireless transmitter is a transceiver and wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

activating the short range wireless transceiver in response to booting up;

broadcasting a configuration message indicating configuration parameters to be set during a configuration period; and

setting the configuration parameters in response to receiving configuration settings during the configuration period.

27. The wireless identity transmitter of claim 26, wherein the configuration period is sixty seconds.

28. The wireless identity transmitter of claim 26, wherein the configuration parameters include at least one of a transmit interval, a transmit power, a first interval for generating a new Bluetooth machine address, and a second interval for generating a new rolling identifier.

29. The wireless identity transmitter of claim 21, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

periodically broadcasting for a first period a second message including the rolling identifier of the wireless identity transmitter and indicating an availability of the wireless identity transmitter to receive incoming messages from proximate devices; and

receiving the incoming messages during a second period that corresponds to the availability indicated in the second message.

30. The wireless identity transmitter of claim 21, wherein the processor is configured with processor-executable software instructions to perform operations such that periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter comprises:

periodically broadcasting the message at a first signal strength for a first period; and

periodically broadcasting the message at a second signal strength for a second period.

31. A non-transitory processor-readable storage medium having stored thereon processor-executable software instructions configured to cause a processor to perform operations for a wireless identity transmitter configured to communicate messages including identification information for receipt by proximate devices, the operations comprising:

generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter; and

periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter.

32. The non-transitory processor-readable storage medium of claim 31, wherein the processor-executable software instructions are configured to cause the processor to perform operations such that generating a rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter comprises generating the rolling identifier periodically based on a unique device identifier of the wireless identity transmitter, a secret key shared with a server, and a counter using at least one of a streaming-like encryption algorithm and a pseudo-random function.

33. The non-transitory processor-readable storage medium of claim 31, wherein the message is a single packet with a size of 80 bits or less and wherein the secret key is 128 bits.

34. The non-transitory processor-readable storage medium of claim 31, wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions.

35. The non-transitory processor-readable storage medium of claim 31, wherein the message is broadcast using at least one of heat, vibration, light, and radio signals, and wherein the radio signals include Bluetooth Low Energy packets.

36. The non-transitory processor-readable storage medium of claim 31, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

activating a short-range radio in response to booting up;

broadcasting a configuration message indicating configuration parameters to be set during a configuration period; and

setting the configuration parameters in response to receiving configuration settings during the configuration period.

37. The non-transitory processor-readable storage medium of claim 36, wherein the configuration period is sixty seconds.

38. The non-transitory processor-readable storage medium of claim 36, wherein the configuration parameters include at least one of a transmit interval, a transmit power, a first interval for generating a new Bluetooth machine address, and a second interval for generating a new rolling identifier.

39. The non-transitory processor-readable storage medium of claim 31, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

periodically broadcasting for a first period a second message including the rolling identifier of the wireless identity transmitter and indicating an availability of the wireless identity transmitter to receive incoming messages from proximate devices; and

receiving the incoming messages during a second period that corresponds to the availability indicated in the second message.

40. The non-transitory processor-readable storage medium of claim 31, wherein the processor-executable software instructions are configured to cause the processor to perform operations such that periodically broadcasting a short-range wireless message including the rolling identifier of the wireless identity transmitter comprises:

periodically broadcasting the message at a first signal strength for a first period; and

periodically broadcasting the message at a second signal strength for a second period.

41. A method for a proximity broadcast receiver to receive and relay messages including identification information corresponding to proximate wireless identity transmitters, comprising:

receiving a short-range wireless broadcast message including a rolling identifier from a wireless identity transmitter within proximity;

generating a sighting message in response to the received broadcast message, wherein the sighting message includes the rolling identifier and associated data; and

transmitting the sighting message via long-range communications to a server.

42. The method of claim 41, wherein the associated data includes at least one of identification information corresponding to the proximity broadcast receiver, whether the sighting message is related to an alert or a registered service, information regarding software or applications executing on the proximity broadcast receiver, location information, proximity information with respect to known areas within a place, and timestamp data.

43. The method of claim 42, wherein the associated data also includes authentication information that confirms the identification information of the proximity broadcast receiver.

44. The method of claim 41, further comprising:

determining whether the received broadcast message has already been received based on a Bluetooth machine address indicated in the received broadcast message and a stored list on the proximity broadcast receiver,

wherein the sighting message is generated when the received broadcast message has not already been received.

45. The method of claim 41, further comprising transmitting a message including configuration settings in response to determining the received broadcast message includes configuration parameters of the wireless identity transmitter, wherein the configuration settings include at least one of transmit interval, transmit power, a second interval for generating a new Bluetooth machine address, and a third interval for generating a new rolling identifier.

46. The method of claim 41, further comprising:

performing an action when the proximity broadcast receiver determines the received broadcast message includes information corresponding to the action, wherein the action includes at least one of transmitting a message to a server, transmitting a second message to a user device, accessing social networking pages, accessing a web page, and displaying information related to a merchant.

47. The method of claim 41, further comprising:

receiving an alert message from the server indicating a target identifier and a search sector;

determining whether the proximity broadcast receiver is located within the search sector;

logging the rolling identifier when the proximity broadcast receiver is not within the search sector; and

determining whether the target identifier corresponds to the rolling identifier when the proximity broadcast receiver is located within the search sector, and

wherein transmitting the sighting message via long-range communications comprises transmitting the sighting message via the long-range communications when the proximity broadcast receiver is located within the search sector and the rolling identifier corresponds to the target identifier.

48. The method of claim 41, further comprising:

storing an interested list of identifiers received from a server;

determining whether the rolling identifier of the received broadcast message is indicated by the interested list; and

providing information to an application executing on the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list.

49. The method of claim 48, further comprising:

announcing the wireless identity transmitter is within proximity of the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list;

listening for subsequent broadcast messages to be received from the wireless identity transmitter; and

announcing the wireless identity transmitter is no longer within proximity of the proximity broadcast receiver in response to not receiving the subsequent broadcast messages from the wireless identity transmitter.

50. The method of claim 41, wherein transmitting the sighting message to the server via long-range communications comprises:

transmitting the sighting message via the long-range communications to the server in response to at least one of receiving an alert related to the rolling identifier, the proximity broadcast receiver not being able to detect the identification information within the received broadcast message, transmitting another message, and an expiration of a timer associated with the received broadcast message.

51. The method of claim 41, further comprising:

receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message; and

determining whether the sequence is missing a message based on signal strengths of the messages in the sequence,

wherein the sighting message indicates the proximity broadcast receiver is far from the wireless identity transmitter when the sequence is determined to be missing the message and

wherein the sighting message indicates the proximity broadcast receiver is close to the wireless identity transmitter when the sequence is determined not to be missing the message.

52. The method of claim 41, further comprising:

receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message;

determining whether the sequence is missing a message based on signal strengths of the messages in the sequence;

determining that the proximity broadcast receiver is in control of the wireless identity transmitter when the sequence is determined not to be missing the message; and

processing the received sequence of messages when the proximity broadcast receiver is determined to be in control of the wireless identity transmitter.

53. The method of claim 52, further comprising announcing a loss of control of the wireless identity transmitter in response to receiving a user input indicating a change of custody of the wireless identity transmitter.

54. The method of claim 41, further comprising:

determining whether the received broadcast message is redundant based on the rolling identifier;

determining whether a first hop count indicated by the received broadcast message exceeds a hop threshold when the received broadcast message is determined not to be redundant;

modifying the received broadcast message to include a second hop count indicating a receipt of the received broadcast message by the proximity broadcast receiver when the first hop count does not exceed the hop threshold; and

broadcasting the modified message via short-range wireless transmissions.

55. A proximity broadcast receiver configured to receive and relay messages including identification information corresponding to proximate wireless identity transmitters, comprising:

means for receiving a short-range wireless broadcast message including a rolling identifier from a wireless identity transmitter within proximity;

means for generating a sighting message in response to the received broadcast message, wherein the sighting message includes the rolling identifier and associated data; and

means for transmitting the sighting message via long-range communications to a server.

56. The proximity broadcast receiver of claim 55, wherein the associated data includes at least one of identification information corresponding to the proximity broadcast receiver, whether the sighting message is related to an alert or a registered service, information regarding software or applications executing on the proximity broadcast receiver, location information, proximity information with respect to known areas within a place, and timestamp data.

57. The proximity broadcast receiver of claim 56, wherein the associated data also includes authentication information that confirms the identification information of the proximity broadcast receiver.

58. The proximity broadcast receiver of claim 55, further comprising:

means for determining whether the received broadcast message has already been received based on a Bluetooth machine address indicated in the received broadcast message and a stored list on the proximity broadcast receiver, and

wherein the sighting message is generated when the received broadcast message has not already been received.

59. The proximity broadcast receiver of claim 55, further comprising means for transmitting a message including configuration settings in response to determining the received broadcast message includes configuration parameters of the wireless identity transmitter, wherein the configuration settings include at least one of transmit interval, transmit power, a second interval for generating a new Bluetooth machine address, and a third interval for generating a new rolling identifier.

60. The proximity broadcast receiver of claim 55, further comprising:

means for performing an action when the proximity broadcast receiver determines the received broadcast message includes information corresponding to the action, wherein the action includes at least one of transmitting a message to a server, transmitting a second message to a user device, accessing social networking pages, accessing a web page, and displaying information related to a merchant.

61. The proximity broadcast receiver of claim 55, further comprising:

means for receiving an alert message from a server indicating a target identifier and a search sector;

means for determining whether the proximity broadcast receiver is located within the search sector;

means for logging the rolling identifier when the proximity broadcast receiver is not within the search sector; and

means for determining whether the target identifier corresponds to the rolling identifier when the proximity broadcast receiver is located within the search sector, and

wherein means for transmitting the sighting message via long-range communications comprises means for transmitting the sighting message via the long-range communications when the proximity broadcast receiver is located within the search sector and the rolling identifier corresponds to the target identifier.

62. The proximity broadcast receiver of claim 55, further comprising:

means for storing an interested list of identifiers received from a server;

means for determining whether the rolling identifier of the received broadcast message is indicated by the interested list; and

means for providing information to an application executing on the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list.

63. The proximity broadcast receiver of claim 62, further comprising:

means for announcing the wireless identity transmitter is within proximity of the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list;

means for listening for subsequent broadcast messages to be received from the wireless identity transmitter; and

means for announcing the wireless identity transmitter is no longer within proximity of the proximity broadcast receiver in response to not receiving subsequent broadcast message from the wireless identity transmitter.

64. The proximity broadcast receiver of claim 55, wherein means for transmitting the sighting message via long-range communications comprises:

means for transmitting the sighting message via the long-range communications in response to at least one of receiving an alert related to the rolling identifier, the proximity broadcast receiver not being able to detect the identification information within the received broadcast message, transmitting another message, and an expiration of a timer associated with the received broadcast message.

65. The proximity broadcast receiver of claim 55, further comprising:

means for receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message; and

means for determining whether the sequence is missing a message based on signal strengths of the messages in the sequence, and

wherein the sighting message indicates the proximity broadcast receiver is far from the wireless identity transmitter when the sequence is determined to be missing the message and

wherein the sighting message indicates the proximity broadcast receiver is close to the wireless identity transmitter when the sequence is determined not to be missing the message.

66. The proximity broadcast receiver of claim 55, further comprising:

means for receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message;

means for determining whether the sequence is missing a message based on signal strengths of the messages in the sequence;

means for determining the proximity broadcast receiver is in control of the wireless identity transmitter when the sequence is determined not to be missing the message; and

means for processing the received sequence of messages when the proximity broadcast receiver is determined to be in control of the wireless identity transmitter.

67. The proximity broadcast receiver of claim 66, further comprising means for announcing a loss of control of the wireless identity transmitter in response to receiving a user input indicating a change of custody of the wireless identity transmitter.

68. The proximity broadcast receiver of claim 55, further comprising:

means for determining whether the received broadcast message is redundant based on the rolling identifier;

means for determining whether a first hop count indicated by the received broadcast message exceeds a hop threshold when the received broadcast message is determined not to be redundant;

means for modifying the received broadcast message to include a second hop count indicating a receipt of the received broadcast message by the proximity broadcast receiver when the first hop count does not exceed the hop threshold; and

means for broadcasting the modified message via short-range wireless transmissions.

69. A proximity broadcast receiver configured to receive and relay messages including identification information corresponding to proximate wireless identity transmitters, comprising:

a memory;

a transceiver configured to exchange short-range wireless signals with a wireless identity transmitter;

a network device configured to exchange signals with a server;

a processor coupled to the memory, the transceiver, and the network device, wherein the processor is configured with processor-executable software instructions to perform operations comprising;

receiving a short-range wireless broadcast message including a rolling identifier from the wireless identity transmitter within proximity;

generating a sighting message in response to the received broadcast message, wherein the sighting message includes the rolling identifier and associated data; and

transmitting the sighting message via long-range communications to a server.

70. The proximity broadcast receiver of claim 69, wherein the associated data includes at least one of identification information corresponding to the proximity broadcast receiver, whether the sighting message is related to an alert or a registered service, information regarding software or applications executing on the proximity broadcast receiver, location information, proximity information with respect to known areas within a place, and timestamp data.

71. The proximity broadcast receiver of claim 70, wherein the associated data also includes authentication information that confirms the identification information of the proximity broadcast receiver.

72. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

determining whether the received broadcast message has already been received based on a Bluetooth machine address indicated in the received broadcast message and a stored list on the proximity broadcast receiver,

wherein the sighting message is generated when the received broadcast message has not already been received.

73. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising transmitting a message including configuration settings in response to determining the received broadcast message includes configuration parameters of the wireless identity transmitter, wherein the configuration settings include at least one of transmit interval, transmit power, a second interval for generating a new Bluetooth machine address, and a third interval for generating a new rolling identifier.

74. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

performing an action when the proximity broadcast receiver determines the received broadcast message includes information corresponding to the action, wherein the action includes at least one of transmitting a message to the server, transmitting a second message to a user device, accessing social networking pages, accessing a web page, and displaying information related to a merchant.

75. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

receiving an alert message from the server indicating a target identifier and a search sector;

determining whether the proximity broadcast receiver is located within the search sector;

logging the rolling identifier when the proximity broadcast receiver is not within the search sector; and

determining whether the target identifier corresponds to the rolling identifier when the proximity broadcast receiver is located within the search sector,

wherein the processor is configured with processor-executable software instructions to perform operations such that transmitting the sighting message via long-range communications comprises transmitting the sighting message via the long-range communications when the proximity broadcast receiver is located within the search sector and the rolling identifier corresponds to the target identifier.

76. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

storing an interested list of identifiers received from the server;

determining whether the rolling identifier of the received broadcast message is indicated by the interested list; and

providing information to an application executing on the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list.

77. The proximity broadcast receiver of claim 76, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

announcing the wireless identity transmitter is within proximity of the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list;

listening for subsequent broadcast messages to be received from the wireless identity transmitter; and

announcing the wireless identity transmitter is no longer within proximity of the proximity broadcast receiver in response to not receiving subsequent broadcast message from the wireless identity transmitter.

78. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations such that transmitting the sighting message via long-range communications comprises:

transmitting the sighting message via the long-range communications in response to at least one of receiving an alert related to the rolling identifier, the proximity broadcast receiver not being able to detect the identification information within the received broadcast message, transmitting another message, and an expiration of a timer associated with the received broadcast message.

79. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message; and

determining whether the sequence is missing a message based on signal strengths of the messages in the sequence, and

wherein the sighting message indicates the proximity broadcast receiver is far from the wireless identity transmitter when the sequence is determined to be missing the message and

wherein the sighting message indicates the proximity broadcast receiver is close to the wireless identity transmitter when the sequence is determined not to be missing the message.

80. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message;

determining whether the sequence is missing a message based on signal strengths of the messages in the sequence;

determining the proximity broadcast receiver is in control of the wireless identity transmitter when the sequence is determined not to be missing the message; and

processing the received sequence of messages when the proximity broadcast receiver is determined to be in control of the wireless identity transmitter.

81. The proximity broadcast receiver of claim 80, wherein the processor is configured with processor-executable software instructions to perform operations further comprising announcing a loss of control of the wireless identity transmitter in response to receiving a user input indicating a change of custody of the wireless identity transmitter.

82. The proximity broadcast receiver of claim 69, wherein the processor is configured with processor-executable software instructions to perform operations further comprising:

determining whether the received broadcast message is redundant based on the rolling identifier;

determining whether a first hop count indicated by the received broadcast message exceeds a hop threshold when the received broadcast message is determined not to be redundant;

modifying the received broadcast message to include a second hop count indicating a receipt of the received broadcast message by the proximity broadcast receiver when the first hop count does not exceed the hop threshold; and

broadcasting the modified message via short-range wireless transmissions.

83. A non-transitory processor-readable storage medium having stored thereon processor-executable software instructions configured to cause a processor to perform operations for a proximity broadcast receiver to receive and relay messages including identification information corresponding to proximate wireless identity transmitters, comprising:

receiving a short-range wireless broadcast message including a rolling identifier from a wireless identity transmitter within proximity;

generating a sighting message in response to the received broadcast message, wherein the sighting message includes the rolling identifier and associated data; and

transmitting the sighting message via long-range communications.

84. The non-transitory processor-readable storage medium of claim 83, wherein the associated data includes at least one of identification information corresponding to the proximity broadcast receiver, whether the sighting message is related to an alert or a registered service, information regarding software or applications executing on the proximity broadcast receiver, location information, proximity information with respect to known areas within a place, and timestamp data.

85. The non-transitory processor-readable storage medium of claim 84, wherein the associated data also includes authentication information that confirms the identification information of the proximity broadcast receiver.

86. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

determining whether the received broadcast message has already been received based on a Bluetooth machine address indicated in the received broadcast message and a stored list on the proximity broadcast receiver,

wherein the sighting message is generated when the received broadcast message has not already been received.

87. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising transmitting a message including configuration settings in response to determining the received broadcast message includes configuration parameters of the wireless identity transmitter, wherein the configuration settings include at least one of transmit interval, transmit power, a second interval for generating a new Bluetooth machine address, and a third interval for generating a new rolling identifier.

88. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

performing an action when the proximity broadcast receiver determines the received broadcast message includes information corresponding to the action, wherein the action includes at least one of transmitting a message to a server, transmitting a second message to a user device, accessing social networking pages, accessing a web page, and displaying information related to a merchant.

89. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

receiving an alert message from a server indicating a target identifier and a search sector;

determining whether the proximity broadcast receiver is located within the search sector;

logging the rolling identifier when the proximity broadcast receiver is not within the search sector; and

determining whether the target identifier corresponds to the rolling identifier when the proximity broadcast receiver is located within the search sector,

wherein the processor-executable software instructions are configured to cause the processor to perform operations such that transmitting the sighting message via long-range communications comprises transmitting the sighting message via the long-range communications when the proximity broadcast receiver is located within the search sector and the rolling identifier corresponds to the target identifier.

90. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

storing an interested list of identifiers received from a server;

determining whether the rolling identifier of the received broadcast message is indicated by the interested list; and

providing information to an application executing on the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list.

91. The non-transitory processor-readable storage medium of claim 90, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

announcing the wireless identity transmitter is within proximity of the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list;

listening for subsequent broadcast messages to be received from the wireless identity transmitter; and

announcing the wireless identity transmitter is no longer within proximity of the proximity broadcast receiver in response to not receiving subsequent broadcast message from the wireless identity transmitter.

92. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations such that transmitting the sighting message via long-range communications comprises:

transmitting the sighting message via the long-range communications in response to at least one of receiving an alert related to the rolling identifier, the proximity broadcast receiver not being able to detect the identification information within the received broadcast message, transmitting another message, and an expiration of a timer associated with the received broadcast message.

93. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message; and

determining whether the sequence is missing a message based on signal strengths of the messages in the sequence, and

wherein the sighting message indicates the proximity broadcast receiver is far from the wireless identity transmitter when the sequence is determined to be missing the message and

wherein the sighting message indicates the proximity broadcast receiver is close to the wireless identity transmitter when the sequence is determined not to be missing the message.

94. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

receiving a sequence of messages from the wireless identity transmitter, wherein the sequence includes the received broadcast message;

determining whether the sequence is missing a message based on signal strengths of the messages in the sequence;

determining the proximity broadcast receiver is in control of the wireless identity transmitter when the sequence is determined not to be missing the message; and

processing the received sequence of messages when the proximity broadcast receiver is determined to be in control of the wireless identity transmitter.

95. The non-transitory processor-readable storage medium of claim 94, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising announcing a loss of control of the wireless identity transmitter in response to receiving a user input indicating a change of custody of the wireless identity transmitter.

96. The non-transitory processor-readable storage medium of claim 83, wherein the processor-executable software instructions are configured to cause the processor to perform operations further comprising:

determining whether the received broadcast message is redundant based on the rolling identifier;

determining whether a first hop count indicated by the received broadcast message exceeds a hop threshold when the received broadcast message is determined not to be redundant;

modifying the received broadcast message to include a second hop count indicating a receipt of the received broadcast message by the proximity broadcast receiver when the first hop count does not exceed the hop threshold; and

broadcasting the modified message via short-range wireless transmissions.

97. A method for a server to communicate with a system of devices that exchange short-range wireless transmissions when in proximity, comprising:

receiving a sighting message including a rolling identifier and associated data;

determining whether the rolling identifier matches information calculated using an algorithm and information shared with a wireless identity transmitter;

associating the rolling identifier with the wireless identity transmitter when the rolling identifier matches information calculated using the algorithm and information shared with the wireless identity transmitter;

storing data from the sighting message in relation to the wireless identity transmitter; and

performing an action in response to receiving the sighting message.

98. The method of claim 97, wherein the algorithm shared with the wireless identity transmitter is at least one of a streaming-like encryption algorithm and a pseudo-random function, and wherein information shared with the wireless identity transmitter is at least a device identifier of the wireless identity transmitter and a shared secret key.

99. The method of claim 97, wherein associating the rolling identifier with the wireless identity transmitter comprises:

receiving registration information related to the wireless identity transmitter; and

associating the rolling identifier with the received registration information.

100. The method of claim 97, further comprising:

authenticating the received sighting message based on the associated data, wherein the associated data includes at least identification information and authentication information related to the a proximity broadcast receiver.

101. The method of claim 97, wherein performing an action in response to receiving the sighting message comprises:

determining whether a recipient is allowed to receive a message that includes information related to the received sighting message based on permissions information stored within the server in relation to the wireless identity transmitter; and

transmitting the message to the recipient when the recipient is determined to be allowed based on the permissions information.

102. The method of claim 101, wherein the recipient is at least one of a user'"'"'s mobile device, a proximity broadcast receiver, a registered service, a third-party, and an app executing on a mobile device.

103. The method of claim 101, wherein the message may include at least one of generic data, identifying data, and configuration information based on stored permissions related to the sighting message.

104. The method of claim 103, wherein the configuration information includes at least one of information that can be used to configure equipment to correspond to preferences of a user associated with the wireless identity transmitter, software instructions that de-activate functions on a device, and software instructions that activate functions on the device.

105. The method of claim 101, wherein transmitting the message to the recipient when the recipient comprises:

collapsing data that represents information from a plurality of sighting messages received over a period, wherein the period is defined by at least one of a duration of time and a certain number of received sighting messages; and

transmitting the message including the collapsed data to the recipient.

106. The method of claim 97, further comprising:

receiving a request for a location of a target wireless identity transmitter;

identifying a first sector to be searched for the target wireless identity transmitter; and

transmitting a first alert message activating a search and indicating the target wireless identity transmitter based on the identified first sector.

107. The method of claim 106, further comprising transmitting a second alert message activating the search within a second sector, wherein the second sector is different from the first sector.

108. The method of claim 97, further comprising:

receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

computing an overlapping region based on location information indicated within sighting messages determined to be concurrent and known transmission range information; and

associating the overlapping region with the wireless identity transmitter.

109. The method of claim 97, further comprising:

receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

when sighting messages within the plurality of sighting message are determined to be concurrent, computing a finer grained location of the wireless identity transmitter based on signal power levels and location information indicated within the concurrent sighting messages; and

associating the finer grained location with the wireless identity transmitter.

110. The method of claim 97, further comprising:

transmitting ping messages to a plurality of proximity broadcast receivers;

receiving ping responses from the plurality of proximity broadcast receivers;

calculating a number of devices in a defined area based on at least one of the received ping responses and received sighting messages, wherein the defined area is one of a stationary virtual fence and a mobile virtual fence; and

activating a tracking configuration for the defined area when the calculated number of devices exceeds a predefined threshold.

111. The method of claim 101, wherein transmitting the message to the recipient comprises transmitting a link to content identified within the sighting message, wherein the link is one of a website address and an IP address.

112. The method of claim 101, wherein transmitting the message to the recipient comprises transmitting content identified within the sighting message, wherein the content is at least one of marketing information, promotional materials, and coupons.

113. The method of claim 97, wherein the wireless identity transmitter is associated with a first class of objects, and further comprising:

receiving a request to receive warnings that specifies an area and a second class of objects associated with wireless identity transmitters;

determining whether the wireless identity transmitter is within the area based on the received sighting message;

determining whether the first class and the second class are incompatible when the wireless identity transmitter is determined to be within the area; and

transmitting a warning message in response to determining that the first class and the second class are incompatible.

114. The method of claim 97, wherein the sighting message is received from a proximity broadcast receiver, and further comprising:

registering a relationship between the wireless identity transmitter and the proximity broadcast receiver; and

transmitting a message indicating the wireless identity transmitter is lost when a subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver.

115. The method of claim 114, wherein the registered relationship relates to a place,

wherein transmitting a message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver comprises:

determining whether the proximity broadcast receiver is within the place based on the sighting message; and

transmitting the message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver when the proximity broadcast receiver is not within the place.

116. A server configured to communicate with a system of devices that exchange short-range wireless transmissions when in proximity, comprising:

means for receiving a sighting message including a rolling identifier and associated data;

means for determining whether the rolling identifier matches information calculated using an algorithm and information shared with a wireless identity transmitter;

means for associating the rolling identifier with the wireless identity transmitter when the rolling identifier matches information calculated using the algorithm and information shared with the wireless identity transmitter;

means for storing data from the sighting message in relation to the wireless identity transmitter; and

means for performing an action in response to receiving the sighting message.

117. The server of claim 116, wherein the algorithm shared with the wireless identity transmitter is at least one of a streaming-like encryption algorithm and a pseudo-random function, and wherein information shared with the wireless identity transmitter is at least a device identifier of the wireless identity transmitter and a shared secret key.

118. The server of claim 116, wherein means for associating the rolling identifier with the wireless identity transmitter comprises:

means for receiving registration information related to the wireless identity transmitter; and

means for associating the rolling identifier with the received registration information.

119. The server of claim 116, further comprising:

means for authenticating the received sighting message based on the associated data, wherein the associated data includes at least identification information and authentication information related to the a proximity broadcast receiver.

120. The server of claim 116, wherein means for performing an action in response to receiving the sighting message comprises:

means for determining whether a recipient is allowed to receive a message that includes information related to the received sighting message based on permissions information stored within the server in relation to the wireless identity transmitter; and

means for transmitting the message to the recipient when the recipient is determined to be allowed based on the permissions information.

121. The server of claim 120, wherein the recipient is at least one of a user'"'"'s mobile device, a proximity broadcast receiver, a registered service, a third-party, and an app executing on a mobile device.

122. The server of claim 120, wherein the message may include at least one of generic data, identifying data, and configuration information based on stored permissions related to the sighting message.

123. The server of claim 122, wherein the configuration information includes at least one of information that can be used to configure equipment to correspond to preferences of a user associated with the wireless identity transmitter, software instructions that de-activate functions on a device, and software instructions that activate functions on the device.

124. The server of claim 120, wherein means for transmitting the message to the recipient when the recipient comprises:

means for collapsing data that represents information from a plurality of sighting messages received over a period, wherein the period is defined by at least one of a duration of time and a certain number of received sighting messages; and

means for transmitting the message including the collapsed data to the recipient.

125. The server of claim 116, further comprising:

means for receiving a request for a location of a target wireless identity transmitter;

means for identifying a first sector to be searched for the target wireless identity transmitter; and

means for transmitting a first alert message activating a search and indicating the target wireless identity transmitter based on the identified first sector.

126. The server of claim 125, further comprising means for transmitting a second alert message activating the search within a second sector, wherein the second sector is different from the first sector.

127. The server of claim 116, further comprising:

means for receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

means for determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

means for computing an overlapping region based on location information indicated within sighting messages determined to be concurrent and known transmission range information; and

means for associating the overlapping region with the wireless identity transmitter.

128. The server of claim 116, further comprising:

means for receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

means for determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

when sighting messages within the plurality of sighting message are determined to be concurrent, means for computing a finer grained location of the wireless identity transmitter based on signal power levels and location information indicated within the concurrent sighting messages; and

means for associating the finer grained location with the wireless identity transmitter.

129. The server of claim 116, further comprising:

means for transmitting ping messages to a plurality of proximity broadcast receivers;

means for receiving ping responses from the plurality of proximity broadcast receivers;

means for calculating a number of devices in a defined area based on at least one of the received ping responses and received sighting messages, wherein the defined area is one of a stationary virtual fence and a mobile virtual fence; and

means for activating a tracking configuration for the defined area when the calculated number of devices exceeds a predefined threshold.

130. The server of claim 120, wherein means for transmitting the message to the recipient comprises transmitting a link to content identified within the sighting message, wherein the link is one of a website address and an IP address.

131. The server of claim 120, wherein means for transmitting the message to the recipient comprises means for transmitting content identified within the sighting message, wherein the content is at least one of marketing information, promotional materials, and coupons.

132. The server of claim 116, wherein the wireless identity transmitter is associated with a first class of objects, and further comprising:

means for receiving a request to receive warnings that specifies an area and a second class of objects associated with wireless identity transmitters;

means for determining whether the wireless identity transmitter is within the area based on the received sighting message;

means for determining whether the first class and the second class are incompatible when the wireless identity transmitter is determined to be within the area; and

means for transmitting a warning message in response to determining that the first class and the second class are incompatible.

133. The server of claim 116, wherein the sighting message is received from a proximity broadcast receiver, and further comprising:

means for registering a relationship between the wireless identity transmitter and the proximity broadcast receiver; and

means for transmitting a message indicating the wireless identity transmitter is lost when a subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver.

134. The server of claim 133, wherein the registered relationship relates to a place,

wherein means for transmitting a message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver comprises:

means for determining whether the proximity broadcast receiver is within the place based on the sighting message; and

means for transmitting the message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver when the proximity broadcast receiver is not within the place.

135. A server configured to communicate with a system of devices that exchange short-range wireless transmissions when in proximity, comprising:

a server processor configured with server processor-executable software instructions to perform operations comprising;

receiving a sighting message including a rolling identifier and associated data;

determining whether the rolling identifier matches information calculated using an algorithm and information shared with a wireless identity transmitter;

associating the rolling identifier with the wireless identity transmitter when the rolling identifier matches information calculated using the algorithm and information shared with the wireless identity transmitter;

storing data from the sighting message in relation to the wireless identity transmitter; and

performing an action in response to receiving the sighting message.

136. The server of claim 135, wherein the algorithm shared with the wireless identity transmitter is at least one of a streaming-like encryption algorithm and a pseudo-random function, and wherein information shared with the wireless identity transmitter is at least a device identifier of the wireless identity transmitter and a shared secret key.

137. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations such that associating the rolling identifier with the wireless identity transmitter comprises:

receiving registration information related to the wireless identity transmitter; and

associating the rolling identifier with the received registration information.

138. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

authenticating the received sighting message based on the associated data, wherein the associated data includes at least identification information and authentication information related to the a proximity broadcast receiver.

139. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations such that performing an action in response to receiving the sighting message comprises:

determining whether a recipient is allowed to receive a message that includes information related to the received sighting message based on permissions information stored within the server in relation to the wireless identity transmitter; and

transmitting the message to the recipient when the recipient is determined to be allowed based on the permissions information.

140. The server of claim 139, wherein the recipient is at least one of a user'"'"'s mobile device, a proximity broadcast receiver, a registered service, a third-party, and an app executing on a mobile device.

141. The server of claim 139, wherein the message may include at least one of generic data, identifying data, and configuration information based on stored permissions related to the sighting message.

142. The server of claim 141, wherein the configuration information includes at least one of information that can be used to configure equipment to correspond to preferences of a user associated with the wireless identity transmitter, software instructions that de-activate functions on a device, and software instructions that activate functions on the device.

143. The server of claim 139, wherein the server processor is configured with server processor-executable software instructions to perform operations such that transmitting the message to the recipient when the recipient comprises:

collapsing data that represents information from a plurality of sighting messages received over a period, wherein the period is defined by at least one of a duration of time and a certain number of received sighting messages; and

transmitting the message including the collapsed data to the recipient.

144. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

receiving a request for a location of a target wireless identity transmitter;

identifying a first sector to be searched for the target wireless identity transmitter; and

transmitting a first alert message activating a search and indicating the target wireless identity transmitter based on the identified first sector.

145. The server of claim 144, wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising transmitting a second alert message activating the search within a second sector, wherein the second sector is different from the first sector.

146. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

computing an overlapping region based on location information indicated within sighting messages determined to be concurrent and known transmission range information; and

associating the overlapping region with the wireless identity transmitter.

147. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

when sighting messages within the plurality of sighting message are determined to be concurrent, computing a finer grained location of the wireless identity transmitter based on signal power levels and location information indicated within the concurrent sighting messages; and

associating the finer grained location with the wireless identity transmitter.

148. The server of claim 135, wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

transmitting ping messages to a plurality of proximity broadcast receivers;

receiving ping responses from the plurality of proximity broadcast receivers;

calculating a number of devices in a defined area based on at least one of the received ping responses and received sighting messages, wherein the defined area is one of a stationary virtual fence and a mobile virtual fence; and

activating a tracking configuration for the defined area when the calculated number of devices exceeds a predefined threshold.

149. The server of claim 139, wherein the server processor is configured with server processor-executable software instructions to perform operations such that transmitting the message to the recipient comprises transmitting a link to content identified within the sighting message, wherein the link is one of a website address and an IP address.

150. The server of claim 139, wherein the server processor is configured with server processor-executable software instructions to perform operations such that transmitting the message to the recipient comprises transmitting content identified within the sighting message, wherein the content is at least one of marketing information, promotional materials, and coupons.

151. The server of claim 135, wherein the wireless identity transmitter is associated with a first class of objects, and wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

receiving a request to receive warnings that specifies an area and a second class of objects associated with wireless identity transmitters;

determining whether the wireless identity transmitter is within the area based on the received sighting message;

determining whether the first class and the second class are incompatible when the wireless identity transmitter is determined to be within the area; and

transmitting a warning message in response to determining that the first class and the second class are incompatible.

152. The server of claim 135, wherein the sighting message is received from a proximity broadcast receiver, and wherein the server processor is configured with server processor-executable software instructions to perform operations further comprising:

registering a relationship between the wireless identity transmitter and the proximity broadcast receiver; and

transmitting a message indicating the wireless identity transmitter is lost when a subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver.

153. The server of claim 152, wherein the registered relationship relates to a place,

wherein the server processor is configured with server processor-executable software instructions to perform operations such that transmitting a message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver comprises:

determining whether the proximity broadcast receiver is within the place based on the sighting message; and

transmitting the message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver when the proximity broadcast receiver is not within the place.

154. A non-transitory processor-readable storage medium having stored thereon server processor-executable software instructions configured to cause a server processor to perform operations for a server to communicate with a system of devices that exchange short-range wireless transmissions when in proximity, comprising:

receiving a sighting message including a rolling identifier and associated data;

determining whether the rolling identifier matches information calculated using an algorithm and information shared with a wireless identity transmitter;

associating the rolling identifier with the wireless identity transmitter when the rolling identifier matches information calculated using the algorithm and information shared with the wireless identity transmitter;

storing data from the sighting message in relation to the wireless identity transmitter; and

performing an action in response to receiving the sighting message.

155. The non-transitory processor-readable storage medium of claim 154, wherein the algorithm shared with the wireless identity transmitter is at least one of a streaming-like encryption algorithm and a pseudo-random function, and wherein information shared with the wireless identity transmitter is at least a device identifier of the wireless identity transmitter and a shared secret key.

156. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations such that associating the rolling identifier with the wireless identity transmitter comprises:

receiving registration information related to the wireless identity transmitter; and

associating the rolling identifier with the received registration information.

157. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

authenticating the received sighting message based on the associated data, wherein the associated data includes at least identification information and authentication information related to the a proximity broadcast receiver.

158. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations such that performing an action in response to receiving the sighting message comprises:

determining whether a recipient is allowed to receive a message that includes information related to the received sighting message based on permissions information stored within the server in relation to the wireless identity transmitter; and

transmitting the message to the recipient when the recipient is determined to be allowed based on the permissions information.

159. The non-transitory processor-readable storage medium of claim 158, wherein the recipient is at least one of a user'"'"'s mobile device, a proximity broadcast receiver, a registered service, a third-party, and an app executing on a mobile device.

160. The non-transitory processor-readable storage medium of claim 158, wherein the message may include at least one of generic data, identifying data, and configuration information based on stored permissions related to the sighting message.

161. The non-transitory processor-readable storage medium of claim 160, wherein the configuration information includes at least one of information that can be used to configure equipment to correspond to preferences of a user associated with the wireless identity transmitter, software instructions that de-activate functions on a device, and software instructions that activate functions on the device.

162. The non-transitory processor-readable storage medium of claim 158, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations such that transmitting the message to the recipient when the recipient comprises:

collapsing data that represents information from a plurality of sighting messages received over a period, wherein the period is defined by at least one of a duration of time and a certain number of received sighting messages; and

transmitting the message including the collapsed data to the recipient.

163. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

receiving a request for a location of a target wireless identity transmitter;

identifying a first sector to be searched for the target wireless identity transmitter; and

transmitting a first alert message activating a search and indicating the target wireless identity transmitter based on the identified first sector.

164. The non-transitory processor-readable storage medium of claim 163, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising transmitting a second alert message activating the search within a second sector, wherein the second sector is different from the first sector.

165. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

computing an overlapping region based on location information indicated within sighting messages determined to be concurrent and known transmission range information; and

associating the overlapping region with the wireless identity transmitter.

166. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

receiving a plurality of sighting messages corresponding to the wireless identity transmitter;

determining whether any of the plurality of sighting messages are concurrent based on information indicated within the plurality of sighting messages, wherein the information indicated within the plurality of sighting messages includes at least one of timestamp information and proximity broadcast receiver identification information;

when sighting messages within the plurality of sighting message are determined to be concurrent, computing a finer grained location of the wireless identity transmitter based on signal power levels and location information indicated within the concurrent sighting messages; and

associating the finer grained location with the wireless identity transmitter.

167. The non-transitory processor-readable storage medium of claim 154, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

transmitting ping messages to a plurality of proximity broadcast receivers;

receiving ping responses from the plurality of proximity broadcast receivers;

calculating a number of devices in a defined area based on at least one of the received ping responses and received sighting messages, wherein the defined area is one of a stationary virtual fence and a mobile virtual fence; and

activating a tracking configuration for the defined area when the calculated number of devices exceeds a predefined threshold.

168. The non-transitory processor-readable storage medium of claim 158, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations such that transmitting the message to the recipient comprises transmitting a link to content identified within the sighting message, wherein the link is one of a website address and an IP address.

169. The non-transitory processor-readable storage medium of claim 158, wherein the server processor-executable software instructions are configured to cause the server processor to perform operations such that transmitting the message to the recipient comprises transmitting content identified within the sighting message, wherein the content is at least one of marketing information, promotional materials, and coupons.

170. The non-transitory processor-readable storage medium of claim 154, wherein the wireless identity transmitter is associated with a first class of objects, and wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

receiving a request to receive warnings that specifies an area and a second class of objects associated with wireless identity transmitters;

determining whether the wireless identity transmitter is within the area based on the received sighting message;

determining whether the first class and the second class are incompatible when the wireless identity transmitter is determined to be within the area; and

transmitting a warning message in response to determining that the first class and the second class are incompatible.

171. The non-transitory processor-readable storage medium of claim 154, wherein the sighting message is received from a proximity broadcast receiver, and wherein the server processor-executable software instructions are configured to cause the server processor to perform operations further comprising:

registering a relationship between the wireless identity transmitter and the proximity broadcast receiver; and

transmitting a message indicating the wireless identity transmitter is lost when a subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver.

172. The non-transitory processor-readable storage medium of claim 171, wherein the registered relationship relates to a place,

wherein the server processor-executable software instructions are configured to cause the server processor to perform operations such that transmitting a message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver comprises:

determining whether the proximity broadcast receiver is within the place based on the sighting message; and

transmitting the message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver when the proximity broadcast receiver is not within the place.

173. A system, comprising:

a server;

a wireless identity transmitter; and

a proximity broadcast receiver,

wherein the wireless identity transmitter comprises;

a first memory;

a first transceiver configured to broadcast short-range wireless signals capable of being received by the proximity broadcast receiver; and

a first processor coupled to the first memory and the first transceiver, and configured with processor-executable software instructions to perform operations comprising;

generating a rolling identifier periodically via an algorithm known to the server that uses a unique device identifier of the wireless identity transmitter, a secret key shared with the server, and a counter; and

periodically broadcasting via the first transceiver a short-range wireless message including the rolling identifier of the wireless identity transmitter,

wherein the proximity broadcast receiver comprises;

a second memory;

a second transceiver configured to exchange short-range wireless signals with the wireless identity transmitter;

a network device configured to exchange signals with the server;

a second processor coupled to the second memory, the second transceiver, and the network device and configured with processor-executable software instructions to perform operations comprising;

receiving via the second transceiver the short-range wireless message including the rolling identifier broadcast by the wireless identity transmitter within proximity;

generating a sighting message in response to the received message, wherein the sighting message includes the rolling identifier and associated data; and

transmitting the sighting message via long-range communications using the network device,

wherein the server is configured with server-executable instructions to perform operations comprising;

receiving the sighting message including the rolling identifier and the associated data;

determining whether the rolling identifier matches information calculated using the algorithm and the secret key shared with the wireless identity transmitter;

associating the rolling identifier with the wireless identity transmitter when the rolling identifier matches information calculated using the algorithm and the secret key;

storing data from the sighting message in relation to the wireless identity transmitter; and

performing an action in response to receiving the sighting message.

174. The system of claim 173, wherein the first processor is configured with processor-executable software instructions to configure the wireless identity transmitter to perform operations further comprising:

activating the first transceiver in response to booting up;

broadcasting a configuration message indicating configuration parameters to be set during a configuration period, wherein the configuration parameters include at least one of a transmit interval, a transmit power, a first interval for generating a new Bluetooth machine address, and a second interval for generating a new rolling identifier; and

setting the configuration parameters in response to receiving configuration settings from the proximity broadcast receiver during the configuration period,

wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising;

receiving the configuration message via the second transceiver; and

transmitting the configuration settings in response to determining the received configuration message indicates the configuration parameters of the wireless identity transmitter.

175. The system of claim 173, wherein the first processor is configured with processor-executable software instructions to configure the wireless identity transmitter to perform operations such that periodically broadcasting via the first transceiver a short-range wireless message including the rolling identifier of the wireless identity transmitter comprises:

periodically broadcasting the message at a first signal strength for a first period; and

periodically broadcasting the message at a second signal strength for a second period.

176. The system of claim 175, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising:

receiving a sequence of signals from the wireless identity transmitter, wherein the sequence includes the message; and

determining whether a signal in the sequence is missing based on signal strengths of the received sequence, and

wherein the sighting message indicates the proximity broadcast receiver is far from the wireless identity transmitter when the signal in the sequence is determined to be missing; and

wherein the sighting message indicates the proximity broadcast receiver is close to the wireless identity transmitter when the signal in the sequence is determined not to be missing.

177. The system of claim 176, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising:

determining the proximity broadcast receiver is in control of the wireless identity transmitter when the sequence is determined not to be missing the signal; and

processing the received sequence of signals when the proximity broadcast receiver is determined to be in control of the wireless identity transmitter.

178. The system of claim 173, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising determining whether the received message has already been received based on a Bluetooth machine address indicated in the received message and a stored list on the proximity broadcast receiver,

wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations such that generating a sighting message in response to the received message comprises generating the sighting message in response to the received message and when the received message has not already been received.

179. The system of claim 173, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising performing a proximity broadcast receiver action when the proximity broadcast receiver determines the received message includes information corresponding to the proximity broadcast receiver action, and

wherein the proximity broadcast receiver action includes at least one of transmitting the sighting message to the server, transmitting a second message to a user device, accessing a social networking page, accessing a web page, and displaying information related to a merchant.

180. The system of claim 173, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising:

receiving an alert message from the server using the network device indicating a target identifier and a search sector;

determining whether the proximity broadcast receiver is located within the search sector;

logging the rolling identifier when the proximity broadcast receiver is not within the search sector; and

determining whether the target identifier corresponds to the rolling identifier when the proximity broadcast receiver is located within the search sector,

wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations such that transmitting the sighting message via long-range communications using the network device comprises transmitting the sighting message via the long-range communications using the network device when the proximity broadcast receiver is located within the search sector and the rolling identifier corresponds to the target identifier, and

wherein the server is configured with server-executable instructions to perform operations further comprising;

receiving a request for a location of the wireless identity transmitter;

identifying the search sector to be searched for the wireless identity transmitter; and

based on the identified search sector, transmitting the alert message indicating the target identifier associated with the wireless identity transmitter.

181. The system of claim 173, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising:

storing an interested list of identifiers received from the server via the network device;

determining whether the rolling identifier of the received message is indicated by the interested list; and

providing information to an application executing on the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list.

182. The system of claim 181, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising:

announcing the wireless identity transmitter is within proximity of the proximity broadcast receiver in response to determining the rolling identifier is indicated by the interested list;

listening for subsequent broadcast messages to be received from the wireless identity transmitter via the second transceiver; and

announcing the wireless identity transmitter is no longer within proximity of the proximity broadcast receiver in response to not receiving subsequent broadcast message from the wireless identity transmitter via the second transceiver.

183. The system of claim 173, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations such that transmitting the sighting message via long-range communications using the network device comprises:

transmitting the sighting message via the long-range communications using the network device in response to at least one of receiving an alert message via the network device related to the rolling identifier, the proximity broadcast receiver not being able to detect identification information within the received message, transmitting another message, and an expiration of a timer associated with the received message.

184. The system of claim 173, wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations

further comprising:

determining whether the received message is redundant based on the rolling identifier;

determining whether a first hop count indicated by the received message exceeds a hop threshold when the received message is determined not to be redundant;

modifying the received message to include a second hop count indicating a receipt of the received message by the proximity broadcast receiver when the first hop count does not exceed the hop threshold; and

broadcasting the modified message via short-range wireless transmissions using the second transceiver.

185. The system of claim 173, wherein the server is configured with server-executable instructions to perform operations such that associating the rolling identifier with the wireless identity transmitter when the rolling identifier matches information calculated using the algorithm and the secret key comprises:

receiving registration information related to the wireless identity transmitter; and

associating the rolling identifier with the received registration information.

186. The system of claim 173, wherein the server is configured with server-executable instructions to perform operations further comprising authenticating the received sighting message based on the associated data, wherein the associated data includes at least identification information and authentication information related to the proximity broadcast receiver.

187. The system of claim 173, wherein the server is configured with server-executable instructions to perform operations such that performing an action in response to receiving the sighting message comprises:

determining whether a recipient is allowed to receive information related to the received sighting message based on permissions information stored within the server in relation to the wireless identity transmitter; and

transmitting the information related to the received sighting message to the recipient when the recipient is determined to be allowed based on the permissions information.

188. The system of claim 173,

wherein the proximity broadcast receiver is a first proximity broadcast receiver and the sighting message is a first sighting message, and further comprising:

a second proximity broadcast receiver, wherein the second proximity broadcast receiver comprises;

a third memory;

a third transceiver configured to exchange short-range wireless signals with the wireless identity transmitter;

a second network device configured to exchange signals with the server;

a third processor coupled to the third memory, the third transceiver, and the network device and configured with processor-executable software instructions to perform operations comprising;

receiving via the third transceiver the short-range wireless message including the rolling identifier broadcast by the wireless identity transmitter within proximity;

generating a second sighting message in response to the received message, wherein the second sighting message includes the rolling identifier and the associated data; and

transmitting the second sighting message via the long-range communications using the network device, and

wherein the server is configured with server-executable instructions to perform operations further comprising;

receiving the second sighting message from the second proximity broadcast receiver; and

determining whether the first sighting message and the second sighting message are concurrent based on information indicated within the first sighting message and the second sighting message, wherein the information indicated within the first sighting message and the second sighting message includes at least one of timestamp information and proximity broadcast receiver identification information.

189. The system of claim 188, wherein the server is configured with server-executable instructions to perform operations further comprising:

when the first sighting message and the second sighting message are determined to be concurrent, computing an overlapping region based on location information indicated within the first sighting message and the second sighting message and known transmission range information; and

associating the overlapping region with the wireless identity transmitter.

190. The system of claim 188, wherein the server is configured with server-executable instructions to perform operations further comprising:

when the first sighting message and the second sighting message are determined to be concurrent, computing a finer grained location of the wireless identity transmitter based on signal power levels and location information indicated within the first sighting message and the second sighting message; and

associating the finer grained location with the wireless identity transmitter.

191. The system of claim 173, wherein the server is configured with server-executable instructions to perform operations further comprising:

transmitting a ping message to the proximity broadcast receiver;

receiving a ping response from the proximity broadcast receiver;

calculating a number of devices in a defined area based on at least one of the received ping response and the received sighting message, wherein the defined area is one of a stationary virtual fence and a mobile virtual fence; and

activating a tracking configuration for the defined area when the calculated number of devices exceeds a predefined threshold,

wherein the second processor is configured with processor-executable software instructions to configure the proximity broadcast receiver to perform operations further comprising;

receiving the ping message using the network device; and

transmitting the ping response using the network device.

192. The system of claim 187, wherein the server is configured with server-executable instructions to perform operations such that transmitting the information related to the received sighting message to the recipient when the recipient is determined to be allowed based on the permissions information comprises transmitting content identified within the sighting message, wherein the content is one of marketing information, a promotional material, a coupon, information linked to a website address, and information linked to an IP address.

193. The system of claim 173, wherein the server is configured with server-executable instructions to perform operations further comprising:

registering a relationship between the wireless identity transmitter and the proximity broadcast receiver; and

transmitting a return message indicating the wireless identity transmitter is lost when a subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver.

194. The system of claim 193, wherein the registered relationship relates to a place, and

wherein the server is configured with server-executable instructions to perform operations such that transmitting a return message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver comprises:

determining whether the proximity broadcast receiver is within the place based on the sighting message; and

transmitting the return message indicating the wireless identity transmitter is lost when the subsequent sighting message that indicates the wireless identity transmitter is not received from the proximity broadcast receiver when the proximity broadcast receiver is not within the place.