Techniques to facilitate identification of industrial equipment using micro-location services in an industrial automation environment are disclosed herein. In at least one implementation, an identification signal is detected transmitted from a wireless transceiver associated with an asset of the industrial automation environment. The identification signal is processed to determine an identity of the asset. A level of proximity of the portable computing system to the wireless transceiver is detected. Information associated with the asset is retrieved based on the identity of the asset. The information associated with the asset is displayed on a display system of a computing system based on the level of proximity.