Presentation on ICT trends in developments and what this means for the agri-food business, focussing on the FIspace platform. The presentation was part of the mastercourse Hortibusiness in which about 20 entrepreneurs from the horticultural business are participating.
Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
Mastercourse Hortibusiness
1. Naar platforms voor elektronisch zakendoen
Masterleergang Hortibusiness, Module 6 – Logistiek en ICT
Sjaak Wolfert
13 Maart 2014, Wolfheze
2. Sjaak Wolfert – curriculum vitae
1990 – 1996: MSc Crop Science at Wageningen Agricultural University (cum laude)
● Thesis: Modelling crop growth using literate programming
1996 – 2002: PhD at Wageningen University, depts. of Organic Agriculture/Applied
Computer Science
● Thesis: Sustainable agriculture: how to make it work – a modeling approach to
support management of a mixed ecological farm
2001 – now: Senior Scientist ‘Information Management and ICT in Agri-Food Supply
Chain Networks’ at the Agricultural Economics Research Institute (LEI) of Wageningen
University and Research Centre
2007-2009: President of EFITA (European Federation for ICT in Agriculture Food and the
Environment)
2009 – now: Assistant Professor Information Systems at Information Technology Group of
Wageningen University
2011: guest researcher at Massey University, New Zealand
3. Overzicht - ingrediënten
Achtergrond van ons onderzoeksthema
● Projecten
Globale ontwikkelingen ‘software development’
● Platforms
● Software/Business Ecosystems
● Future Internet
Illustratie a.h.v. het FIspace platform (i.o.)
Interactief
● Deelnemen in ontwikkeling?
5. law & regulation
multi-dimensional
Agri-Food Supply
Chain Networks
(AFSCN)
innovation
geographic
cluster
horizontal
fulfillment
Vertical
• information
• communication
• control
• ICT plays a crucial
role
• farm is a focal
company
6. ICT becomes a key driver for innovation
Location-based monitoring and service delivery through GPS
Internet of Things (IoT) – everything/everyone gets connected,
M2M communication leading to autonomously communicating
devices and virtualization of objects and processes
Data explosion (Big Data), linked open data and the potential of
open innovation
Mobile, Cloud services and App stores – the Internet is
everywhere (smart phones, embedded networked devices, etc.)
with new possibilities for service delivery, augmented reality, etc.
Social media – more direct and instant interaction between
stakeholders potentially leading to new market opportunities and
channels, co-innovation, etc.
7. Business process modeling using SOA
application service layer
market 1
application
farm
application
research
institute
application
government
application
market 2
application
business service layer
get
restrictions
information
get field
and crop
data
get legal
restrictions/
environmen
tal points
get cost
analysis
update
adminis-
tration
business process management layer
production
process
8. A.
Analy
sis
Generic Integration Framework
• Technical Architecture
• Reference Information Model
• Technical Infrastructure
• Organizational Infrastructure
B.
Basic
Design
PilotA
PilotB
PilotC
………
C. Iterative Implementation
Overall
Development
Prototyping
General framework for development: incremental
growth
9. Project Portfolio
2006-2010: Programmaleider Kennis op de Akker, (KodA)
● Integratie en Standaardisatie van ICT
2010-2014: Programmaleider Programma Precisielandbouw (PPL)
● Integratie en Standaardisatie van ICT (www.pplnl.nl)
2010-2012: Coordinator agriXchange: Coordination and support of
setting up a network for developing a system for common data
exchange in the agricultural sector (www.agriXchange.org)
2011-2013: Coordinator SmartAgriFood: Smart Food and
Agribusiness: Future Internet for Safe and Healthy Food from Farm to
Fork
2013-2015: Coordinator FIspace: Future Internet Business
Collaboration Networks in Agri-Food, Transport & Logistics
2014-2016: Coordinator SmartAgriFood2: Smart Farming in the
Cloud
14. Natuurlijk kennen we deze:
Maar hoeveel Apps gebruikt u nu al voor het electronisch
zakendoen?
Met alleen een verzameling losses Apps zijn we er nog
niet!
● Ze moeten op een flexibele manier de processen in
de keten kunnen ondersteunen
15. Wie kent deze?
‘Facebook’ met allerlei ‘Apps’ voor electronisch
zakendoen bestaat nog niet!
16. Misschien kent u deze
Salesforce AppExchange
Fraunhofer Logistics Mall
Descartes
SAP store
Ariba
GT Nexus
Alibaba Group
18. Background Future Internet PPP:
Evolution of the Internet
Internet of
People /
Content
Internet
of
Things
Internet
of
Services
Internet of
Computers
19. Generic idea of FI-PPP
illustrated by phase 1
projects
http://www.fi-ppp.eu/projects/
Generic
Requirements
for the Future
Internet
20. FI-WARE Core Platform
The Reference Architecture of the FI-WARE platform is
structured along a number of technical chapters, namely:
Cloud Hosting
Data/Context Management
Internet of Things (IoT) Services Enablement
Applications/Services Ecosystem and Delivery Framework
Security
Interface to Networks and Devices (I2ND)
See http://www.fi-ware.eu/our-vision/ for detailed information
23. FI-PPP
Leadership beyond R&D
FI-PPP
1. Making the
world ‘smarter’
and accelerate
sustainable
innovation
2. Making Europe
a world leader
in Future
Internet
technologies
ICT technology research
ICT applications research
Application Pull
Technology push
24. The ICT world is changing
Sample of 50+ global ICT firms
Source: European Commission
US: n = 27
Asia: n = 11
EU: n = 18
Net sales % change
2012Q2 vs 2007Q2
US: +48%
Asia: +50%
EU: -12%
25. The ICT world is changing
Sample of 50+ global ICT firms
Source: European Commission
US: n = 27
Asia: n = 11
EU: n = 18
Net sales % change
2012Q2 vs 2007Q2
US: +48%
Asia: +50%
EU: -12%
• Platform-based businesses on any
possible device are outperforming in
sales and profits any other ICT business.
• Platform-based business models have
been the main drivers of US net sales
growth together with leadership in mobile
devices, apps stores, microelectronics for
mobile devices, software, and IP
networks.
29. Hoe werkt het: Living Labs, business ecosystems en
open innovatie
proprietary space
open space
services/products
(e.g.software)
services/products
(e.g. contract research)
services/products
(e.g.food,advices)
new applications
newsolutions
agri-food
business &
government
research &
education
ICT/
consultancy
business
new knowledge
/modelsknowledge
models
innovations
questions,
data open source
solutions
open
innovatio
n process
31. Project Details
• EU Seventh Framework Program (7FP)
– Future Internet Public Private Partnership programme (FI-PPP)
• Project type: Collaborative Project - Large-scale Integrated
Project (IP)
• Total budget: 20 M€
• EU funding: 13.5 M€
• Duration: April 2013 – April 2015 (Phase II)
• Grant Agreement: 604123
32. Location-based
services
Internet of Tings Wireless Sensor Networks
Consultants
Forwarder
Production
Plants
Carriers
Ports
Customs
Banks
Insurances
Authorities
Consumers
Future Internet Features
Social Media
Motivation and Impact
Agri-Food, Transport and Logistics:
• EU turnover: 1,500 billion €
• Efficiency: 148-220 billion € savings
• Sustainability: 26.5% of CO2 emissions
FIspace will facilitate:
■ … seamless cross-organizational
collaboration (information
exchange, communication,
coordination of activities)
■ …unprecedented transparency,
visibility and control of processes
(using Internet-connected sensors and
IoT devices)
■ …rapid, easy, low cost
development and deployment of
customized solutions (apps and
services)
■ …agile formation of business
networks and ecosystems (social
networks and app/service markets)
Privacy & Security
Internet of Services
Cloud Computing
Linked Open Data, Big Data
34. 34
Technical Overall Platform Approach
Deployed in
the Cloud
Future Internet Core Platform
I2ND IoT Cloud IoS
Real World
Integration
Service Provisioning
& Consumption
Ubiquitous
Broadband
Connectivity
Infrastructure
Virtualization
SPT
Security &
Reliability
Generic Enablers
FI-CODE
Tool Support
FIspace: Extensible SaaS
App 1 App 3 App n
…
Collab.
Workflow 1
…
Collab.
Workflow k
Extension
Mechanism 2:
Configurable
Collaborative
Workflows
Extension Mechanism 1:
Addition of value-add functionality through Apps
User
35. FIspace platform High Level Architecture
Front-End
FIspace
Store
Real-time B2B
Collaboration
Core
System & Data Integration
Security, Privacy, and Trust Management
Operating Environment
DevelopmentToolkit
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
DEVELOPMENT
TOOLKIT
Base Technologies
Validation
1. Crop Protection
Information Sharing
2. Greenhouse
Management &
Control
3. Fish Distribution &
(Re-)Planning
4. Fresh Fruit and
Vegetables QA
5. Flowers & Plants SC
Chain Monitoring
6. Meat Information
Provenance
7. Import & Export of
Consumer Goods
8. Tailored Information
for Consumers
Trials:
36. 1 4
3
5
2
6
8
7
Intelligent Perishable
Goods Logistics
Smart Distribution
and Consumption
Farming in the Cloud
Use Case Trial Experimentation Sites
1. Crop Protection
Information Sharing
2. Greenhouse Management
& Control
3. Fish Distribution and (Re-)
Planning
4. Fresh Fruit and Vegetables
Quality Assurance
5. Flowers and Plants Supply
Chain Monitoring
6. Meat Information
Provenance
7. Import and Export of
Consumer Goods
8. Tailored Information for
Consumers
37. FIspace Ecosystem Development
Industries
(converging)
Farming & Manufacturing Transport & Logistics
(Producers, Farmers, Manufacturers, Suppliers, ..)
Wholesale & Retail Service Sector
(Forwarder, Carriers, 3PL / 4PL, Ports, …) (Warehouses, Supermarkets, Stores, …) (Banks, Insurances, Authorities, ..´)
ICT Industry
(going to the Cloud)
Cloud Operators &
Infrastructure Providers
Software & Solution Providers
Value-Added Service Providers
I2ND
IoT
IoC
IoS
S&T
(+ follow up)
GENERIC ENABLERS
DEVELOPMENT
TOOLKIT
Base Technologies
Validation
38. Plants & Flowers Trial
“Quality Controlled Logistics in
Floricultural Supply Chains”
Cor Verdouw & Robbert Robbemond (Wageningen UR)
Masterleergang Hortibusiness, Module 6 – Logistiek en ICT
13 maart 2014, De Buunderkamp, Wolfheze
42. Planned Use Cases Phase II
Front-End
FIspace Store Real-time B2B
Collaboration
Core
System & Data Integration
Security, Privacy, and Trust Management
Operating Environment
DevelopmentToolkit
FI-
WARE
Tech-
nology
Foun-
dation
End-users Developers
46. Use case 2. Conditions Monitoring
• Overview of
environmental
conditions
• Overview of
products at location
• Suitability of
conditions for
cultivars at location
• Alarms for problem
notification
52. Use case 5. Quality decay prediction
• Historic quality decay
trajectory based on
measurements
• Simulated quality
decay projections
based on quality
development models
• Alarms for expected
quality issues
• Advises for
interventions
56. Thank you for your attention!
Cor.Verdouw@wur.nl
Robbert.Robbemond@wur.nl
LEI Wageningen UR
57.
58. Serious exercise...
There are 4 accelerator projects for agri-food business:
FInish, SmartAgriFood2, Fractals and SpeedUP_Europe
In the coming 2 years, they will launch an open call for
App development of 16 M€ in total
What would be your Future Internet dream application
that you would like to see to be developed?
59. More information
www.agriXchange.eu
www.SmartAgriFood.eu
www.FIspace.eu
Or contact me:
sjaak.wolfert@wur.nl
nl.linkedin.com/in/sjaakwolfert/
@sjaakwolfert
62. How can Future Internet boost the application of ICT?
Transport
Current key competition issues / drivers / business models
How more data contributes to this
Which innovations and new business models are possible ?
Public issues / consumer concerns (that motivate public investments)
Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
63. Current key competition issues / drivers / business models
Retail brand loyalty
(also versus food
service and on line)
Small, local farm
support
Reduce cost price
Cope with legislation and
paper work
Innovation GRIN
technologies
Service
concepts
Internationalization,
Consumer driven innovation
Cope with power
retail, Sustainability issues
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
64. Public issues / consumer concerns (motivate public interest)
Sustainability: pollution and waste Health
Food Safety + Transparency
Feeding the world within boundaries
of earth’s carrying capacity
LoyaltySmall Cost priceGRIN Service Cope with retail
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
65. How more data contributes to this
Sustainability HealthSafety + TransparencyFeed the growing world
Precision Farming: better control
Better management decisions
Sophisticated
Technology,
More advise
Segment
products and
input suppliers;
Benchmark with
competitors
Consumer
decision support
(pre- and after
sales)
Better service concepts, e.g. in logistics
(less waste) and store replenishment
LoyaltySmall Cost priceGRIN Service Cope with retail
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
66. Which innovations and new business models are possible ?
Precision Farming Better management Segment Cons. supportService ++
Open farm management systems
with specific apps.
Distance advise on diseases etc.
Computer aided advise and
decisions
Regionally pooled data analysis
for science and advise
Personalized advise
with new apps
Online shops
Short supply chains, feed
back consumer-producer
Measure, pay
sustainability
Better T&T
Paperless chain,
Store
replenishment,
Category
management
Sustainability HealthSafety + TransparencyFeed the growing world
LoyaltySmall Cost priceGRIN Service Cope with retail
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
Editor's Notes
Internet originated as a technology for connecting computers in the 1970s, breakthrough in the 1990sInternet of Content/People:Van ‘read-only’ internet, naaractievegebruikersDelen van content: video’s (YouTube), foto’s (Flicker), kennis (Wikipedia, Semantic Web)Internet of ServicesInternet verovert de wereld van sofwareapplicatiesVan software en data op je PC, naar software en data in de cloud via Service Oriented ArchitectureImpact: gebruikerszienéénsoftwarepakket, maar onder de motorkapbestaat die uitallerleimodulen die over de helewereldstaan en data wordenstaan in de cloudNu zie je het begin daarvan: interoperability via webservices, data opslagbijDropboxVerwachting is datdit nu echtdoorzetnaarvolledige Software as Service oplossingen, eventueelgecombineerd met private clouds Internet of ThingsVan PCs met browser naareengrootscalaaan devices: smartphones, handhelds, vrachtauto’s, containers, Deensekarren, Europoolkratten, verpakkingen, individueleproducten, ...., internet is overal!Kerntechnologien:, RFID, embedded systems, sensors and actuators, wireless networks<Ditstelthogeeisenaan internet>
Explain the example of Safecity prototype in Arlanda.
2007 – 2012 ICT Market DevelopmentsUsing a sample of 50 global ICT firms’ annual and quarterly reportsNot: operators2007: pre-recession; 2009: peak of recessionUS sampleApple, HP, IBM, Microsoft, Dell, Amazon, Intel, Cisco, Google, Oracle, EMC, Qualcomm, CSC, eBay, Texas Instruments, Applied Materials, Micron, Motorola, Broadcom, Symantec, AMD, Yahoo, Facebook, Adobe, Juniper, SanDisk, FreescaleEU SampleNokia, Ericsson, Philips, SAP, Alcatel Lucent, Siemens Healthcare, Atos, Cap Gemini, STMicroelectronics, ASML, Infineon, NXP, IndraSistemas, DassaultSystèmes, TomTom, Software AG, ARM, Siemens IT SolutionsAsia SampleHTC (Taiwan), TSMC (Taiwan), LG (South Korea), Samsung (South Korea), Panasonic (Japan), Canon (Japan), Toshiba (Japan), Sony (Japan), Huawei (China), ZTE (China), Lenovo (China)
2007 – 2012 ICT Market DevelopmentsUsing a sample of 50 global ICT firms’ annual and quarterly reportsNot: operators2007: pre-recession; 2009: peak of recessionUS sampleApple, HP, IBM, Microsoft, Dell, Amazon, Intel, Cisco, Google, Oracle, EMC, Qualcomm, CSC, eBay, Texas Instruments, Applied Materials, Micron, Motorola, Broadcom, Symantec, AMD, Yahoo, Facebook, Adobe, Juniper, SanDisk, FreescaleEU SampleNokia, Ericsson, Philips, SAP, Alcatel Lucent, Siemens Healthcare, Atos, Cap Gemini, STMicroelectronics, ASML, Infineon, NXP, IndraSistemas, DassaultSystèmes, TomTom, Software AG, ARM, Siemens IT SolutionsAsia SampleHTC (Taiwan), TSMC (Taiwan), LG (South Korea), Samsung (South Korea), Panasonic (Japan), Canon (Japan), Toshiba (Japan), Sony (Japan), Huawei (China), ZTE (China), Lenovo (China)
"Positive network effects increase the value of a good or service as more people use or adopt it. The simplest network effects are direct: increases in usage lead to direct increases in the value of the system. Telephone services is a great example of this. The more people available to call, the more valuable the system becomes."1-sided: e.g. the telephone systemMetcalfe's law states that the value of a telecommunications network is proportional to the square of the number of connected users of the system (n2). 2-sided:Often platforms bring together two distinct user groups and create two-sided markets, also called two-sided networks. They have to participate both for a market to exist.They need a platform to find each other.They are useful in explaining many free pricing or ‘freemium’ strategies where one user group gets free use of the platform in order to attract the other user group, e.g. nightclubs, Adobe’s PDF reader.Stakes are high: Apple vs Samsung, ecosystem war. 3rd side: device manufacturer.
Both sides need to participate for the market to exist.Once it’s going, it’s easy to get going (like a snowball rolling down hill). Virtuous cycle.How to get started? And who is paying for this?For platforms, apps, and users
These sectors together have a huge potential impact on the European economy and society.EU turnover: 1,500 billion €Efficiency: 148-220 billion € savingsSustainability: 26.5% of CO2 emissionsHere you see a picture of the business network we are dealing with (farmers, carriers, retail, customs, etc.)They are challenged by all kind of ICT-related developments, such as:High-quality customer applications, end2end visibility, M2M communication, etc.But there are currently still quite some bottlenecks to be solved, such as:Interoperability between current inter-enterprise information systems (still use of paper, fax, phone, etc.)Tracking and tracing possibilities are still limited (especially e.g. if you want to know what happened to your food between production and consumption)Especially for SMEs, software is relatively expensive, while the need for flexible, customized solutions has increasedThese bottlenecks are the reason for current limited and rather fixed business collaboration networks, hampering innovation in generalThrough conceptual prototypes in phase 1 we have made it plausible that FI will significantly contribute to overcoming these bottlenecks by facilitating:...seamless cross-organizational collaboration…unprecedented transparency, visibility and control of processes…rapid, easy, low cost development and deployment of customized solutions…agile formation of business networks and ecosystems
Red rectangles: new partners that were not in SmartAgriFood or FInest
This will be achieved by the FIspace platform, which is a cloud-based solution for business collaboration.This platform is represented by the big rectangle in the middle, consisting of several components:FIspace store (similar to the Apple App Store or Google Play), which offers a range of apps and services supporting B2B collaborationBecause apps are characterized by simple, lightweight functionalities, this collaboration is supported by a B2B collaboration core that handles object states, event handling, (re-)planning processes, etc.Further embedding and integration is supported by the other layers:System & Data IntegrationSecurity, Privacy and Trust managementAnd an operating environment to make it runningThe apps are planned to be developed through the open call in Phase 2 and large scale expansion in Phase 3. Therefore we develop and offer aSoftware development toolkitFinally, the whole platform is approachable through front-ends, which are typicallycockpit-type of web browser applicationsAll these components will use, and therewith validate, several GEs from FI-Ware and - at the other side – eight trials will validate and demonstrate the FIspace platform