The closest we got to location-based marketing was when we looked at commercial applications of cell broadcasting in the course of the public early warning work in the Maldives. Our constituents do not have fancy phones, but no harm keeping an eye: For retailers, these games and apps offer a new form of mobile marketing that goes well beyond a minibanner ad by rewarding consumers, individually, for their loyalty. And unlike paper cards, stores can use the data they collect from people’s cellphones to learn more about who their customers are and how they behave. No one in advertising has ever been able to figure out how to do “one-to-one, real-time marketing,” said Drew Sievers, a former advertising executive who is now co-founder and chief executive of mFoundry. “The mobile phone is where that will actually probably happen.