mAgri Webinar: Mobile market information systems for farmers: requirements for success

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These are the slides that accompany the mAgri Webinar on “Mobile market information systems for farmers: requirements for success” that took place on 9th October 2012.

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mAgri Webinar: Mobile market information systems for farmers: requirements for success

  1. 1. Webinar - Mobile market information systems for farmers: requirements for success 09.10.12 #magriRestricted - Confidential Information © GSMA 2011
  2. 2. mAgri Webinar: Mobile market information systems for farmers: requirements for successAgenda14.00 Introduction & GSMA insights14.10 Overview: Agricultural Market Information Systems (MIS)14.15 Impact of Market Information Systems Activities on Market Performance in Mozambique14.20 MIS Pre-requisites & Best Practices14.30 Case study: Esoko Malawi14.45 Q&A15.00 End #magri Restricted - Confidential Information © GSMA 2011
  3. 3. mAgri Webinar: Mobile market information systems for farmers: requirements for success Expert PanelJohn Zoltner, Director, Information Technology Applications Department(ITAD), FHI 360Andrew Kizito, Lecturer, Department of Statistical Methods and ActuarialScience, Makerere University, UgandaShaun Ferris, Senior Technical Advisor - Agriculture and Environment,Catholic Relief ServicesRobert Turner, Chief of Party, Market Linkages Initiative, ACDI/VOCAMalawi#magri Restricted - Confidential Information © GSMA 2011
  4. 4. mAgri Webinar: Mobile market information systems for farmers: requirements for successIntroduction & GSMA insights Amol Jadhav, mAgri Project Manager, GSMA Mobile for Development www.gsma.com/magri #magri Restricted - Confidential Information © GSMA 2011
  5. 5. mAgri Webinar: Mobile market information systems for farmers:requirements for success The mFarmer InitiativeObjective: To create and scale sustainable mobile solutions enabling over 2 million poor smallholder farmers to obtain critical agricultural informationVision of Success: Improvement of poor farming households’ resilience and decision making as a result of access to relevant agricultural information through sustainable business models and continuous learning. In partnership with the Bill & Melinda Gates Foundation and USAIDRestricted - Confidential Information © GSMA 2011
  6. 6. mAgri Webinar: Mobile market information systems for farmers: requirements for successMobile MIS: GSMA lessonsso far Bundled services Partner with existing MIS Quality assurance Tigo Tanzania Agri VAS pilot results (see blog at www.gsma.com/magri) Impact of mobile MIS- mixed results #magri Restricted - Confidential Information © GSMA 2011
  7. 7. mAgri Webinar: Mobile market information systems for farmers: requirements for successOverview: Agricultural Market Information Systems (MIS) John Zoltner Director, Information Technology Applications Department (ITAD) FHI 360 #magri Restricted - Confidential Information © GSMA 2011
  8. 8. mAgri Webinar: Mobile market information systems for farmers: requirements for success What is an MIS?Market Information System – A set of integrated and coordinated processes and tools to deliver agricultural market information and servicesServices provided respond to specific needs of a community, market or value chain – Price data collection, analysis and distribution – Linking traders and supporting transactions – Related services, such as agricultural extension information or weather alerts #magri Restricted - Confidential Information © GSMA 2011
  9. 9. mAgri Webinar: Mobile market information systems for farmers: requirements for successWhy use an MIS?MIS are designed to increase market transparency to: – Increase revenues for smallholder farmers – Lower transaction costs for traders – Lower cost of goods for consumersAllow governments to track trends in availability or food commodities to create policies or react to shortages #magri Restricted - Confidential Information © GSMA 2011
  10. 10. mAgri Webinar: Mobile market information systems for farmers: requirements for success History of MISCollection and distribution of crop prices in Africa dates back (at least) to colonial timesRadio, faxes and email accelerated and extended price reportingWeb platforms further accelerated and organized the data over timeMobile platforms customized the data and made it ubiquitous – or hold that promise #magri Restricted - Confidential Information © GSMA 2011
  11. 11. mAgri Webinar: Mobile market information systems for farmers: requirements for successFirst Generation MISGrew out of Famine Early Warning efforts , such as USAID’s FEWSNET (1984)Focused on particular countries or value chainsProvided price information only – obtained from sample marketsActivities were donor dependent and provided for freeExamples: – OMA – Agricultural Market Observatory, Mali – AMIC – Zambia – SIMA – Mozambique #magri Restricted - Confidential Information © GSMA 2011
  12. 12. mAgri Webinar: Mobile market information systems for farmers: requirements for success Second Generation MISLed by private sector or farmers’ / traders’ associations – generally not by governmentsMarket prices integrated with other relevant information and services, such as: – Input price information – Agricultural extension advice – Weather forecasts – Platforms to link producers with tradersLeverage modern technologies: web and mobileAttempting to develop sound business models: links with trade organizations, user fees, advertisingExamples: – Esoko – Infotrade (Uganda) – RATIN (Kenya) #magri Restricted - Confidential Information © GSMA 2011
  13. 13. mAgri Webinar: Mobile market information systems for farmers: requirements for successMIS InnovationsDistribution of information personalized for recipients via mobileNew methods of price monitoring: – GIS and POSBetter integration for trade: Matching traders and producers, Integrating with commodity exchangesBetter regional integration: – RESIMAO – AAMIS-Net #magri Restricted - Confidential Information © GSMA 2011
  14. 14. mAgri Webinar: Mobile market information systems for farmers:Community Power for Mobile requirements for success Impact of Market Information Systems Activities on Market Performance in Mozambique Andrew Kizito, Lecturer, Department of Statistical Methods and Actuarial Science, Makerere University, Uganda Paper Co-authored by Cynthia Donovan, and John M. Staatz www.aec.msu.edu/fs2/papers/idwp124_revised.pdf #magri Restricted - Confidential Information © GSMA 2011
  15. 15. mAgri Webinar: Mobile market information systems for farmers: requirements for successFactors that InfluenceReceiving Market Information Growing marketable staples Ownership of Radio Cell phone Network in Village Roads with public transport Proximity of administrative post Belongs to associations. Extension Level of Education Agro-ecological zones #magri Restricted - Confidential Information © GSMA 2011
  16. 16. mAgri Webinar: Mobile market information systems for farmers: requirements for successEffects of Receiving Information on Market Participationand Prices Receiving information increased probability of market participation by 34% Information premium of 12% per kilogram Benefit-Cost Ratio of 6 Conclusion: MIS was a socially profitable investment #magri Restricted - Confidential Information © GSMA 2011
  17. 17. mAgri Webinar: Mobile market information systems for farmers: requirements for successImplications for MIS Improvement and DesignProvide information on major marketable staples.Make radio and cell phones important diffusion channelsMake associations and groups important MIS clientele.Make government and NGO extension staff MIS clientele.Focus in areas with potentially high supply response.Improve feeder roadsDecentralize information systemsInvest in universal education #magri Restricted - Confidential Information © GSMA 2011
  18. 18. mAgri Webinar: Designing & Marketing Mobile Information & AdvisoryCommunity Power for Mobile Services for Women Smallholders MIS pre-requisites and best practices Shaun Ferris Senior Technical Advisor - Agriculture and Environment Catholic Relief Services #magri Restricted - Confidential Information © GSMA 2011
  19. 19. mAgri Webinar: Mobile market information systems for farmers: requirements for successSuccess Factors Valued and Trustworthy Built to fit Client focused Promoted and supported Scalable Multi-channel Long-term Constantly upgraded Viable Business model #magri Restricted - Confidential Information © GSMA 2011
  20. 20. mAgri Webinar: Mobile market information systems for farmers: requirements for successValued and TrustworthyAny MIS data must be – Accurate – Relevant to the target group – Timely – Accessible – Reliable – (most services have failed on all factors) – Well trained motivated enumerators #magri Restricted - Confidential Information © GSMA 2011
  21. 21. mAgri Webinar: Mobile market information systems for farmers: requirements for successBuilt to Fit the PurposeMarket information (Spot prices)Market intelligence (Prices Plus)Market linkage (Brokerage) #magri Restricted - Confidential Information © GSMA 2011
  22. 22. mAgri Webinar: Mobile market information systems for farmers: requirements for successClient FocusedSegmented – Smallholder grain farmers – High value horticulture farmers – Export product farmers – Livestock farmers – Commercial farmers Local language Radio gets to target communities – TradersLocal language – Major groupsCrop Focused – Grain crops – Fruit and Vegetable – Livestock – Cash crops (traditional export crops) #magri Restricted - Confidential Information © GSMA 2011
  23. 23. mAgri Webinar: Mobile market information systems for farmers: requirements for successPromoted and supportedPostersRadio spotsSMS blastsSMS linked to discount offersEducational showsBillboardsRoad showsLinked to key actors / projectsLinked to key ministries #magri Restricted - Confidential Information © GSMA 2011
  24. 24. mAgri Webinar: Mobile market information systems for farmers: requirements for successScalable National MIS Geography Radio Coverage 13 Stations – District, national and regional MIS – National was the most successful – Recommend national level units #magri Restricted - Confidential Information © GSMA 2011
  25. 25. Multi-channel Farmers Local traders Wholesalers Formal tradersNeighboursTradersRadioMobileWebE-boardsBoards
  26. 26. mAgri Webinar: Mobile market information systems for farmers: requirements for successLong-termMIS needs years to be known and build trust2 years to get known3 regular use by progressive farmers / groups4+ adopted more mainstream5 ready for add on’s #magri Restricted - Confidential Information © GSMA 2011
  27. 27. mAgri Webinar: Mobile market information systems for farmers: requirements for successConstantly reviewed for upgradingMarket conditions changeQuality control vital in first 2-3 yearsEvaluation of use and needsNew technologies / applicationsEmbedding into other servicesAddition of services #magri Restricted - Confidential Information © GSMA 2011
  28. 28. mAgri Webinar: Mobile market information systems for farmers: requirements for successBusiness Model Good value if a public goods service A good “fit” if an embedded service Profitable if a stand alone #magri Restricted - Confidential Information © GSMA 2011
  29. 29. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersCase study: Esoko Malawi Robert Turner Chief of Party, Market Linkages Initiative ACDI/VOCA Malawi #magri
  30. 30. mAgri Webinar: Mobile market information systems for farmers: requirements for successMarket Linkages Initiative Malawi MISStarted Jan 2011 with USAID funding Mzimba JendaEsoko Web-to-SMS platform and Madisi methodology Dowa MchinjiStarted with 13 markets, ~4,000 Lilongwe Thondwe Limbe farmer recipients Mitundu Phalombe Lizulu MkandoStaple food crops – maize, rice, soya, Chikwawa groundnuts, beans Original Network #magri Restricted - Confidential Information © GSMA 2011
  31. 31. mAgri Webinar: Mobile market information systems for farmers: requirements for successMethodologyGenerally Esoko methodology with local inputLocal measures converted by marketMultiple vendors, most quoted pricePrices uploaded via mobile on market days (retail, wholesale… and buying) #magri Restricted - Confidential Information © GSMA 2011
  32. 32. mAgri Webinar: Mobile market information systems for farmers: requirements for successMethodology cont’dReviewed and approved via web by administrator before postedUnusual prices addressed to enumerator or to key informants #magri Restricted - Confidential Information © GSMA 2011
  33. 33. mAgri Webinar: Mobile market information systems for farmers: requirements for successEsoko Malawi MIS Current NetworkEnumeration funding / mgt now with Agricultural Commodity ExchangeNow 28 markets and sunflower, sorghum addedACE agents collect prices but also facilitate MSME trade over the exchange #magri Restricted - Confidential Information © GSMA 2011
  34. 34. mAgri Webinar: Mobile market information systems for farmers: requirements for successEsoko Malawi MISWFP contract ACE to collect prices for M&ECommercial value of all markets not yet knownEsoko will market price information to farmers and revenue share with ACE #magri Restricted - Confidential Information © GSMA 2011
  35. 35. mAgri Webinar: Mobile market information systems for farmers: requirements for successCommercial SustainabilityEsoko chosen for technology and local business modelMLI working with Esoko to develop local resellersCommercial sustainability of price information is possible, but product and marketing are keyMNOs are natural partnersProducts must included more than prices – weather, agri-tips, offers, etc. #magri Restricted - Confidential Information © GSMA 2011
  36. 36. mAgri Webinar: Mobile market information systems for farmers: requirements for success Government Service?Many governments already collecting price informationWidespread recognition of need for MIS (ASWAP)Current system unable to meet needs for market use (timeliness, consistency, accuracy)Case can be made for cost of MIS vs. cost of market interventions #magri Restricted - Confidential Information © GSMA 2011
  37. 37. mAgri Webinar: Mobile market information systems for farmers: requirements for successFour day event comprising a mix of presentations, panel sessions, working groups and breakoutsessions, as well as a day of field trips. Conference topics will include: Trends impacting on value chain development Value chain innovation Enabling environments Sustainability and scaling up Capacity development http://makingtheconnection.cta.int #magri
  38. 38. Q&A mAgri@gsm.org www.gsma.com/magri Twitter: @GSMAmAgri Join the mAgri distribution list www.gsma.com/mobilefordevelopment/develo pment-fund-subscribe/#magri Restricted - Confidential Information © GSMA 2011

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