The system of text message service was set up by the Agriculture Ministry of Italy in collaboration with consumer associations. If you send the name of a foodstuff via SMS to a special number, after a time you will get the info about the price on this product in different parts of the country. The new system lets the customer understand the market dynamics and make a reasoned choice. Thus, for example, the consumer can estimate the prices and in the case of overpricing, try and find another shop.

According to Tom Standage from The Economist magazine, “markets are more efficient when you have more information.” “There are even services where you can scan a barcode in with your mobile phone and it tells you how much the internet retailers are selling a particular product for," he says.