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

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.

What is claimed is: 
     
         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 the message further includes device type information of the wireless identity transmitter, sensor data, and instructions. 
     
     
         3 . 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.   
     
     
         4 . The wireless identity transmitter of  claim 3 , wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions. 
     
     
         5 . 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. 
   
     
     
         6 . The wireless identity transmitter of  claim 5 , wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions. 
     
     
         7 . 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.   
     
     
         8 . The non-transitory processor-readable storage medium of  claim 7 , wherein the message further includes device type information of the wireless identity transmitter, sensor data, and instructions. 
     
     
         9 . 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.   
     
     
         10 . The method of  claim 9 , 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.   
     
     
         11 . The method of  claim 9 , 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.   
     
     
         12 . The method of  claim 11 , 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.   
     
     
         13 . 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.   
     
     
         14 . The proximity broadcast receiver of  claim 13 , 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.   
     
     
         15 . The proximity broadcast receiver of  claim 13 , 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.   
     
     
         16 . The proximity broadcast receiver of  claim 15 , 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.   
     
     
         17 . 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. 
   
     
     
         18 . The proximity broadcast receiver of  claim 17 , 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.   
     
     
         19 . The proximity broadcast receiver of  claim 17 , 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.   
     
     
         20 . The proximity broadcast receiver of  claim 19 , 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.   
     
     
         21 . 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.   
     
     
         22 . The non-transitory processor-readable storage medium of  claim 21 , 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.   
     
     
         23 . The non-transitory processor-readable storage medium of  claim 21 , 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.   
     
     
         24 . The non-transitory processor-readable storage medium of  claim 23 , 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.   
     
     
         25 . 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.   
     
     
         26 . The method of  claim 25 , 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.   
     
     
         27 . The method of  claim 26 , 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. 
     
     
         28 . The method of  claim 26 , 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. 
     
     
         29 . The method of  claim 28 , 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. 
     
     
         30 . The method of  claim 26 , 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.   
     
     
         31 . The method of  claim 25 , 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.   
     
     
         32 . The method of  claim 26 , 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. 
     
     
         33 . The method of  claim 26 , 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. 
     
     
         34 . The method of  claim 25 , 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.   
     
     
         35 . The method of  claim 25 , 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.   
     
     
         36 . The method of  claim 35 , 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. 
   
     
     
         37 . 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.   
     
     
         38 . The server of  claim 37 , 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.   
     
     
         39 . The server of  claim 38 , 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. 
     
     
         40 . The server of  claim 38 , 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. 
     
     
         41 . The server of  claim 40 , 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. 
     
     
         42 . The server of  claim 28 , 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.   
     
     
         43 . The server of  claim 37 , 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.   
     
     
         44 . The server of  claim 38 , 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. 
     
     
         45 . The server of  claim 38 , 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. 
     
     
         46 . The server of  claim 37 , 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.   
     
     
         47 . The server of  claim 37 , 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.   
     
     
         48 . The server of  claim 47 , 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. 
   
     
     
         49 . 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. 
   
     
     
         50 . The server of  claim 49 , 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.   
     
     
         51 . The server of  claim 50 , 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. 
     
     
         52 . The server of  claim 50 , 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. 
     
     
         53 . The server of  claim 52 , 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. 
     
     
         54 . The server of  claim 50 , 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.   
     
     
         55 . The server of  claim 49 , 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.   
     
     
         56 . The server of  claim 50 , 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. 
     
     
         57 . The server of  claim 50 , 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. 
     
     
         58 . The server of  claim 50 , 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.   
     
     
         59 . The server of  claim 50 , 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.   
     
     
         60 . The server of  claim 59 , 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. 
   
     
     
         61 . 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.   
     
     
         62 . The non-transitory processor-readable storage medium of  claim 61 , 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.   
     
     
         63 . The non-transitory processor-readable storage medium of  claim 62 , 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. 
     
     
         64 . The non-transitory processor-readable storage medium of  claim 62 , 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. 
     
     
         65 . The non-transitory processor-readable storage medium of  claim 64 , 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. 
     
     
         66 . The non-transitory processor-readable storage medium of  claim 62 , 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.   
     
     
         67 . The non-transitory processor-readable storage medium of  claim 61 , 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.   
     
     
         68 . The non-transitory processor-readable storage medium of  claim 62 , 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. 
     
     
         69 . The non-transitory processor-readable storage medium of  claim 62 , 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. 
     
     
         70 . The non-transitory processor-readable storage medium of  claim 61 , 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.   
     
     
         71 . The non-transitory processor-readable storage medium of  claim 61 , 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.   
     
     
         72 . The non-transitory processor-readable storage medium of  claim 71 , 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. 
   
     
     
         73 . 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. 
   
     
     
         74 . 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.   
     
     
         75 . 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.   
     
     
         76 . The system of  claim 75 , 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.   
     
     
         77 . 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.   
     
     
         78 . 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. 
   
     
     
         79 . The system of  claim 77 , 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. 
     
     
         80 . 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.   
     
     
         81 . The system of  claim 80 , 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.