Inleiding op Landbouwraden Event 2016 over mogelijkheden van ICT in de handelsrelatie met Azie

1. De ICT revolutie en kansen in de
relatie Agro-NL en Azië
Krijn Poppe LEI Wageningen UR

3. DATA
CAPTURING
TOOLS FOR
BETTER
CONTROL

4. Disruptive ICT Trends:
 Mobile/Cloud Computing – smart phones, wearables,
incl. sensors
 Internet of Things – everything gets connected in the
internet (virtualisation, M2M, autonomous devices)
 Location-based monitoring - satellite and remote sensing
technology, geo information, drones, etc.
 Social media - Facebook, Twitter, Wiki, etc.
Big Data - Web of Data, Linked Open Data, Big data
algorithms
High Potential for unprecedented innovations!
everywhere
anything
anywhere
everybody

5. Drones, Big Data and 5
IoT in Smart Farming
cloud-based event
and data
management
smart sensing
& monitoring
smart analysis
& planning
smart control

6. Virtual Box
Location A Location B
Location
& State
update
Location &
State
update Location
& State
update
IoT in Agri-Food Supply Chains
6Drones, Big Data and

7. IoT and the consumer
7Drones, Big Data and Agriculture
Source: Hisense.com
Smart Farming
Smart Logistics
tracking/& tracing
Domotics Health Fitness/Well-being

8. 8

9. Effect on management

10. Wat betekent dit in de relatie NL-Azië ?
 Ketens veranderen: nieuwe business modellen leiden
mogelijk ook tot nieuwe organisatievormen
 Data delen is belangrijk, zeker voor organisaties die
huidige vorm willen handhaven
1. De handel gebruikt handelsplatformen en e-commerce
(Alibaba etc.)
2. Machines worden voorzien van IoT voor onderhoud,
reconfiguratie (Tesla-like) en advies voor gebruik.
Kunnen zaden volgen ?
3. Er ontstaan platformen min of meer los van fysieke
producten en zijn basis voor advies / teeltbegeleiding
Kan NL door 2 en 3 kennisintensievere relatie (met meer
toegevoegde waarde) aangaan ?

11. Which innovations and new business models are possible ?
Precision Farming/Advice Segment Cons. supportService ++
• Prescriptive farming
• Predictive maintenance
• Eco-systems of apps
• Regionally pooled big data
analysis for science and
advise (and risk mgt.)
• 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!

12. Effects on Chain organisation
12
ICT lowers transaction costs (and more)
• In social media (Facebook etc.): the world is flat
with spiky metropolises
• In ‘sharing’ platforms (peer-to-peer like AirBnb,
Uber, crowd funding): creates new suppliers
(reduce overcapacity) and users. Long tail effects.
• In chain organisation: centralisation to grab
advantages of data aggregation or more markets?
• Platforms: centralisation via data management

13. Chain organisation changes (©Gereffi et al., 2005)
inputsEndproduct
PRICE
Shops
Complete
Integration
Lead
company
Lead
company
Turnkey
supplier
Relational
supplier
Market Modular Relational Captive Hierarchy
Low Degree of explicit coordination and power asymmetry High
Lead
company
Farmers

14. Wat betekent dit in de relatie NL-Azië ?
1. De handel gebruikt handelsplatformen en e-commerce
(Alibaba etc.)
2. Machines worden voorzien van IoT voor onderhoud,
reconfiguratie (Tesla-like) en advies voor gebruik.
Kunnen zaden volgen ?
3. Er ontstaan platformen min of meer los van fysieke
producten en zijn basis voor advies / teeltbegeleiding
• Agriplace (start up by a Dutch NGO with a sustainability
compliance objective; PPS project Farm Digital)
• FIspace (recently completed EU project ready for
commercialisation via a Linux-like Open Source model)
Kan NL door 2 en 3 kennisintensievere relatie (met meer
toegevoegde waarde) aangaan ?

15. Twee voorbeelden van data-platformen

16. Farm Digital project
Sharing Data with AgriPlace:
Compliance Made Easy
https://www.agriplace.com https://www.youtube.com/watch?v=iOis05rFMvM#t=14

17. LESS ADMINISTRATIVE BURDEN
AND CREATING VALUE
Auditors
• More effective audit on farm
• More new clients
• Savings of >€100 per audit visit
Farmers and Growers
• Less time and irritation to collect data
• More digital management
• Savings of >€500 euro per grower
Retailers
• Quicker and more complete data
• Better risk management
• > €30 savings per farm request
Importers and Food processors
• Cost savings on data collection
• Increase data quality
• Savings > €10,000 per importer
Consumers
• Relation with growers
• Better understanding of labels
• More transparency
PROTOTYPE
AGRI-PLACE
FMS-manage-
ment software
GOV. open data
LEI Wageningen UR
Benchmark-data

18. Fispace: an eco-system of apps as
alternative
FARMER SCANS PESTICIDES PACKAGE IN THE FIELD
APP CONNECTS BASF FOR E-INSTRUCTION,
CROP AND SOIL SPECIFIC
APP ASK METEO FOR 24 hour WEATHER FORECAST
BASF SENDS INSTRUCTION TO SPRAYING MACHINE
ON WATER / PESTICIDE RATIO >> Machine adjusts
APP CHECKS ADVISE WITH GOV.AGENCY
FARMER CAN SHARE DATA WITH GOVERNMENT,
SGS-AUDITOR GLOBAL GAP AND PUBLIC
CAN I USE
MY CURRENT
SERVICE ?
CAN I USE
MY FMS ?
DOES IT
WORK WITH
BAYER /
DEERE
DOES IT
WORK WITH
BRC /
ISAcert
Can we link apps / services in a clever way ?
Leading to a market for services (apps and
data)?
Can this market be European (not MS), so
that development costs of services (apps and
data) are shared ?

19. Towards highly integrated solutions
Highly Integrated Service Solutions
• Event-driven
• Configurable
• Customizable
• Service model
Data (Standardisation) Services
AdaptEPCIS
MyJohnDeere.com
Data Standards
to connect
Business
Collaboration
Services -
Based on Open
Source Software
Farmers
Biz architect
bundles apps
in a platform
...
80 Accelerator
companies
Apps
Modules:
Single SignOn
Biz Collab.
Event Proces.
System-Data
integration
App repository

20. Conclusie: 3 veranderingen in de handel
1. De handel gebruikt handelsplatformen en e-commerce
(Alibaba etc.)
2. Machines worden voorzien van IoT voor onderhoud,
reconfiguratie (Tesla-like) en advies voor gebruik.
Kunnen zaden volgen ?
3. Er ontstaan platformen min of meer los van fysieke
producten en zijn basis voor advies / teeltbegeleiding
NL kan door 2 en 3 kennisintensievere relatie (met meer
toegevoegde waarde) aangaan
Zijn er gezamenlijke projecten met Aziatische partners
mogelijk om dit verder te ontwikkelen ?

21. Dank voor de
aandacht
krijn.poppe@wur.nl
www.lei.wur.nl