You are rushing to your office. You pass a shopping centre and your smartphone vibrates. You take a look at the screen. "Come over for a cup of coffee and get a free piece of cake," it reads. Since you start your day with a coffee anyway, the temptation of a tasty little freebie leads you to stop at your favourite café chain in the mall. But your smartphone does not stop there - it knows that you are already inside. So it offers discounts on shirts and shoes. "Only for today and for an hour - 30 pct off!" Will you succumb? None of this is science fiction. This is how mobile applications for malls already work in the US. A decade ago, an age agoI bought my first mobile phone in 1999. It was a graceless black Motorola with a flip cover. However, it seemed extremely modern at the time. Few people could have imagined that it would only take ten years for a mobile phone to become a mobile computer. A decade ago the opening of a new shopping centre was an event that attracted all the