1. A wireless apparatus operable in a wireless communication system, the apparatus comprising: a discovery engine configured to communicate with a near-area network (NAN) based on a profile, the profile having defined use parameters, receive an input from an application indicating a selection of the profile from a plurality of profiles, each of at least a subset of the profiles having a unique set of parameters selected for use for use in a predetermined context, receive one or more attributes from the application, and configure the profile using the one or more attributes, the attributes containing information to configure the profile to perform functions as defined by the application.