Another option is for the government line department to take responsibility for disseminating information itself. To do so, the department must build its own producer database, including information on producers’ locations, key enterprises, farm sizes, and so forth, and negotiate with mobile phone companies to obtain SMS prices that more accurately reflect the actual cost of sending SMS messages. The government covers the costs of this service as well as the costs of running an incentivized market price reporting service by selling the SMS service to others—input suppliers, banks, and other companies—who wish to target messages/information to the farming community. Using the platform created to generate income by selling targeted messaging is a role that can be outsourced. If and how this sort of arrangement will play out in practice remains to be seen.