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How IoT is changing the agribusiness landscape

  1. How IoT is changing the agribusiness landscape Sjaak Wolfert – Sr. Scientist Infomanagement & ICT in Agri-Food IoT Event, High Tech Campus, Eindhoven, 8 June 2016
  2. Your image of farming?
  3. Is this the actual image?
  4. smart sensing & monitoring smart analysis & planning smart control Closing the cyber-physical management cycle BIG DATA
  5. IoT involves the whole supply chain network and beyond 5 Source: Smart Farming Smart Logistics tracking/& tracing Domotics Health Fitness/Well-being
  6. Which innovations and new business models are possible ? Precision Farming/Advice Segment Cons. supportService ++ • Prescriptive farming • Predictive maintenance • Eco-systems of apps • Big Data analysis for science, advise, risk mgt, etc. • Personalized advise by apps • Online shops • Integrated supply chains • Feedback consumer-producer • Measure, pay sustainability • Better T&T • Paperless chain • Store replenishment • Category management Sustainability HealthFood SafetyFood Security LoyaltySMEs Cost priceGRIN Cope with retail Transport Input industries Farmer Food processor Retail / consumerSoftware Provider Logistic solution providers Transport+ Collaboration and Data Exchange is needed! Current key competition issues Public challenges How more data can help
  7. New Business Models based on Big Data See: Arent van 't Spijker: "The New Oil - using innovative business models to turn data into profit“, 2014  Basic data sales ● commercial equivalent of open data (e.g. FarmMobile)  Product innovation ● use data to improve your product (machinery industry, e.g. John Deere, Lely’s milking robots)  Commodity swap ● data for data (e.g. between farmers and (food) processors to increase service component)  Value chain integration ● use data to control the whole chain (e.g. Monsanto’s Fieldscript)  Value net creation ● pool data from the same consumer (e.g. AgriPlace)
  8. Redefining Industry Boundaries (1/2) (according to Porter and Heppelmann, Harvard Business Review, 2014) 8 3. Smart, connected product + + + 2. Smart Product 1. Product
  9. Redefining Industry Boundaries (2/2) (according to Porter and Heppelmann, Harvard Business Review, 2014) 9 5. System of systems farm management system farm equipment system weather data system irrigation system seed optimizing system field sensors irrigation nodes irrigation application seed optimization application farm performance database seed database weather data application weather forecasts weather maps rain, humidity, temperature sensors farm equipment system planters tillers combine harvesters 4. Product system Your company How many platforms should users and developers enter? How many interfaces to maintain?
  10. Battlefield of IoT, Big Data and Farming Farm Farm Farm Farm Data Start-ups Farming Cooperatives Open Ag Data Alliance ... AgBusiness Monsanto Cargill Dupont ... Tech Companies Google IBM Oracle ... Ag Tech John Deere Trimble Precision planting ... Tech Start-upsFarm Tech Start-ups Data Start-upsVenture Capital Anterra Founders Fund Kleiner Perkins ... Farm
  11. Example: Monsanto Fieldscripts 11 PRESCRIPTIVE FARMING based on VARIABLE RATE APPLICATION
  12. Dairy Software Ecosystem Data-driven dairy application development Genotypic cow data Roughage intake Medicines Milk production Animal monitoring Logistics Dairy products/ process Consumer use Open Data Infrastructure (privacy, security, trust) Application Services & Components Platform Actors Open Software Organization Domain Knowledge/ Models Concentra tes intake ...? ...?
  13. SmartAgriFood2, FInish, Fractals FIspace collaboration platform architecture 150+ start-ups
  14. Conclusions  Agri-Food chains become more technology/data-driven ● Can cause major shifts in roles and power relations among different players in agri-food chain networks ● Infrastructure and software development are key issues  Significant socio-economic impacts; two scenarios: 1. Strong integrated supply chain • farmer becomes franchiser/contractor • limited freedom in doing business 2. Open collaboration network • Farmer empowered through easier switch between suppliers • Options for direct sales to consumers Reality somewhere in between? F F
  15. Thank you for your attention Questions? More information Twitter: @sjaakwolfert

Editor's Notes

  1. SW: through smart production (farming) and logistics food ends at the consumers plate Smart tracking and tracing is necessary to provide the right information about the product (contents, freshness, etc.) This information can be related to other (IoT) domains such as: Domotics (recipes, shopping, etc.) Health (allergies, obesitas, etc.) Fitness/Well-being (calorie-metering, healthy ingredients, etc.)
  2. Note that for most of these
  3. Current Farm management systems are not capable to do what is suggested in the picture. Therefore we have developed FIspace!
  4. Battlefield! Farming cooperatives, alliances - covenants