System and method for dynamic delivery of services and applications from a server to mobile computing devices in a wireless proximity framework. This wireless proximity framework allows users of mobile computing devices to dynamically access services and applications available in a given geographic area without preinstalling software for each service or application. Further, the wireless proximity framework allows developers to more quickly and easily adapt existing non-wireless services for use by heterogeneous mobile computing devices. Still further, the wireless proximity framework allows for services and applications to be delivered in a customized manner to each mobile computing device.