New capability which enables power-efficient discovery of nearby information and services before making a connection. Find services available in the area that match preferences set by the user even in crowded environments. webpage 
Technical Specification DRAFT v0.0.24. Cost: $199.00
The certification program will be coming in late 2015.
YOUTUBE xwSYPqqhTsQ Published on Jan 5, 2015
from hackers
The press is comparing it to a WiFi iBeacon, which is one possible mode of use. What's most interesting is that all devices in an area coordinate to share the same clock (TSF) which enables the low power discovery and better spectral utilization.
The discovery framework includes optional ephemeral MAC addresses. The Service Identifiers are also novel in that they are only 48 bits long and are somewhat ambiguous.
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