"Let's say I go out shopping and I want to buy Johnson and Johnson baby lotion," he says. "I can simply take a picture of the bottle's barcode with my mobile phone.
"The mobile phone recognises the barcode immediately and automatically sends a message to a central computer. The computer then conducts a search for all shops in the area carrying this lotion and what price they charge.
"It then sends the results back to my phone within five seconds, along with the address and phone number of each of the shops. So every time I shop, I can save money."