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Direct 2 Farm  Agriculture Infomediary Service

Direct 2 Farm Agriculture Infomediary Service



This is my latest project; aiming to change lives of a billion farmer by 2020

This is my latest project; aiming to change lives of a billion farmer by 2020



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    Direct 2 Farm  Agriculture Infomediary Service Direct 2 Farm Agriculture Infomediary Service Presentation Transcript

    • Direct2Farm: mobile-infomediary Service for agriculture Sharbendu Banerjee, CABI South Asia-India s.banerjee@cabi.org www.cabi.org KNOWLEDGE FOR LIFE
    • Mobiletelephony in The perspectiveagriculture • 3.9 billion people in the world today haveextension access to mobile telephony (more than 50% of population) • 56% of these subscribers comes from developing nations • Mobile devices have enabled “Digital Democracy”; i.e., people access and share information with others in real time without institutional intervention • Mobile devices give access to financial“Globally, more people now services, agricultural information andhave access to a mobile promote supply chain efficiencies, evidencedevice than to justice orlegal services suggests this leads to increased agriculture incomes of up to $138 billion(UNDP 2008).Image source UNDP 2008
    • Mobiletelephony in The infomediary marketagriculture • In India, the mobile value addedextension services (mVAS) market size is estimated at US$158 billion; which, by 2015 will grow to US$671 billion • Total revenues of mobile operators in the A25 countries of Africa, reached US$49 billion in 2010. This equates to a direct contribution of 3.0% to aggregate GDP“The next wave of Telecom • For a subscriber, a mobile phone isgrowth will come from the not just a device to communicate, it’sbottom of the pyramid. Formajority of the population in a multipurpose tool that enablesthe rural segment, the users to communicate as well asmobile phone is the firstcommunication providing “infotainment”device..IAMAI 2008
    • Mobiletelephony in The demandagriculture Farmers wants information that is:extension“Knowledge harvesting isone way to draw out andpackage tacit knowledgeto help others adapt,personalize, and apply it.... And solve their problemsKnowledge Solutions,ADB, 2010”
    • CABI asmobile agro- CABI DIRECT2FARMinfomediary • a Mobile Infomediary Service • designed for helping the farmers in applying better knowledge • for improved market readiness and sustainable response to climatic adversities • through high quality information, accessible in real-time • resulting in profitable farming and better rural livelihoodsThe difference betweenwhat we do and what weare capable of doingwould suffice to solvemost of the world’sproblems...MK Gandhi
    • Value A VAS for rural communitiesProposition ● Provides “actionable information” on agriculture ● Repurposed and contextualized ● Interoperable over multiple media Info-mediation across agri-ecosystem ● Real-time information exchange ● Multidimensional connectivity ● Tailor-made to unique user/business needsBy themselves, mobile phoneswill neither pull people out of Cost effectiveness & scalabilitypoverty, nor propel democratic ● Can be plugged in to existing VAS CMS-sgovernance. ● Mobile technology enables maximizing reachInstead they are catalytic toolsfor enhancing and broadening with minimized costdevelopment programming if ● Complements conventional agri-extensiondeployed strategically systemsUNDP 2008
    • Competitive Strengths of Direct2FarmAdvantage Direct2Farm is back-stopped by the scientific expertise of CABI, an intergovernmental organization, globally respected for its research and information management capabilities. This enables: • Updated, authentic and validated information through a single window • Ability to design customized tools and applications, backstopped with scientific“In 10 short years, what was once knowledge, serving unique business needsan object of luxury and privilege, • Facilitated collaboration between memberthe mobile phone, has become abasic necessity in Africa.” countries and the public/private sectors.Paul Kagame, President of • Use of mobile devices for developmentRwanda, Africa Summit, 2007 programs in developing countries.
    • Service Elements of Direct2FarmFeatures Direct2Farm will be a unique blend of mobile and web technologies. Its delivery platform will be equally adaptive and effective for smart phones, tablets, PC-s or basic mobile phones. In specific, it is planned to deliver; • A plug & play platform for designing and delivering mobile agri-services; • A repository of high quality actionable information on agriculture;“Mobile Value Added Services • In-built feedback loop for capturing field data(MVAS) have assumed significantimportance in recent times due to in real time;the rapid growth in wirelesssubscriber base. They have • Easy and effective communication mediumenhanced the utility of mobile for business to reach rural population.phone as a powerful medium todeliver information..Dr. J S Sharma, TRAI, India
    • Direct2Farm Infomediary Schema Extension/Ag- service provider Businesses Voice/Text Farmer Groups Analytics Messages Dissemination Data SHG/NGO-s Users Researchers Alerts D2F Mobile Network Infomediary Operators Producer Bulletins Companies Policy Makers Reports Content Content Re- CABI Validation purposingAssurance Quality Knowle dge & Info Aggregation ARD Agro- Agribusiness Public & Partners NARS meteorology Private Extension Sharbendu Banerjee, 2011
    • Dissemination & Feedback Loop Dissemination FeedbackAg-service provider D2F Server Mobile Network Operators Voice Recording (optional) USSD/SMS feedback Farmers
    • How to Direct2Farm business plansengage Dependent upon user case and business needs of users/customers: • Lease Plan: suitable for development projects, NGO-s with content already. Direct2Farm platform will be used for repurposing and disseminating information to target customers via mobile channel. A fixed retainer is charged for the access. • Revenue Sharing: Suitable for mobile operators and agro-service providers: a for-“Mobile Value Added Services profit business model. Entire content(MVAS) have assumed significant development process is managed byimportance in recent times due tothe rapid growth in wireless Direct2Farmsubscriber base. They have • Pay per use: Suitable for B2B customers.enhanced the utility of mobilephone as a powerful medium to Fee is charged each time service is used.deliver information..Dr. J S Sharma, TRAI, India
    • CABI and mobile agro-advisory services – to date • Developed content, content management and SOPs for IKSL business in India. Under annual service contract to provide backstopping scientific and content support. • D2F database of actionable information moving to beta stage of development. • Populated with content relevant to the Indian market, with Kenyan content in development. • In consortia to deliver content in two mFarmer grants, one led by HandyGo Technologies in India and the other by Airtel in Kenya • In discussion with TIGO Tanzania about CABI’s role in their mFarmer programme • Conversations with other Mobile Network Operators, Value added service providers (e.g., Movirtu, Sibesonke), CG Centres (IRRI, ILRI, CIMMYT), other Agri VAS providers (ESOKO, Ghana) • Next steps, test D2F platform, review its scalability, develop content, enter into new partnerships
    • спасибо merci cảm ơn cô faleminderit stuh-tee salamat zikomo asante sana Assalamualikum urakozeありがとう kiitos thank you gracias ke itumetse tak terima kasihநன்றி dhanyawaad शुक्रिया xie-xie mersi efharistó danke благодаря 谢谢 grazie teşekkür ederim www.cabi.org KNOWLEDGE FOR LIFE