Smart Farming involves many sensing and monitoring devices, intelligent software for analysis & planning and mechatronics/robots closing the cyber-physical farm management cycle. Big Data on prices, markets, consumer behavior, etc. increasingly affect the whole agribusiness providing predictive insights in farming operations, drive real-time operational decisions and redesign business processes for game-changing business models. Major shifts in roles and power relations among different players in food supply chain networks can be expected. This presentation will briefly describe the IoT developments in agri-food business and present the changing business landscape with special attention to the role of software ecosystems in this development.
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
5. IoT involves the whole supply chain
network and beyond
5
Source: Hisense.com
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
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
sjaak.wolfert@wur.nl
nl.linkedin.com/in/sjaakwolfert/
Twitter: @sjaakwolfert
http://www.slideshare.net/SjaakWolfert
Editor's Notes
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.)
Note that for most of these
Current Farm management systems are not capable to do what is suggested in the picture. Therefore we have developed FIspace!