The present invention relates to a short range wireless communication device for providing an application service based on an area. In particular, an apparatus for providing an application service based on an area in a small cell including a femtocell base station or a WiFi Access Point, the apparatus including a communication unit to receive a list of application services from an Application Service Provisioning Server, select and download at least one application service from the received list, an application service database to store the at least one downloaded application service, a service controller to install the at least one downloaded application service, or uninstall an installed application service, a user equipment access detector to detect a user equipment entering or exiting a service area, and a user equipment database to store an identifier and information of the user equipment entering or exiting the service area.