Once you've got the bulbs synced up with the app, you'll be able to put all of that smart hardware to work. BeOn bulbs can simulate occupancy by "replaying" your typical light usage, and you can control them remotely, too.
The BeOn Starter Pack includes three bulbs and three modules, and sells for $199. BeOn tells me it plans on launching in Australia and the UK in 2016. Pricing specifics aren't set yet, but that starter pack price comes out to £130/AU$275, converted roughly.