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Effect of Big Data on Farm Enterprises
Sjaak Wolfert, Krijn Poppe, Cor Verdouw (LEI Wageningen UR)
Meeting with RABO Agrif...
Take home messages
 Agri-Food chains become more technology/data-driven
● Infrastructure and software development is a ke...
Disruptive ICT Trends:
 Mobile/Cloud Computing – smart phones, wearables,
incl. sensors
 Internet of Things – everything...
multi-dimensional
Agri-Food Supply
Chain Networks
(AFSCN)
• Currently: farm data
are not optimally
exchanged
• Need for ex...
How more data affects private and public challenges
Sustainability HealthFood SafetyFood Security
Precision Farming:
Bette...
Which innovations and new business models are possible ?
Precision Farming/Advice Segment Cons. supportService ++
• Open f...
Which innovations and new business models are possible ?
Precision Farming/Advice Segment Cons. supportService ++
• Open f...
Data exchange by ABCDEFs
 Large organisations mostly have gone digital, with ERP
and other systems
 But between organisa...
|
John Deere FarmSight™:
An Ecosystem for Decision Support Partners
• AgConnections
• AgIntegrated
• AgLeader
• AgJunction...
|
John Deere FarmSight™:
An Ecosystem for Decision Support Partners
• AgConnections
• AgIntegrated
• AgLeader
• AgJunction...
Redefining Industry Boundaries (1/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
11
3. Smart, conn...
Redefining Industry Boundaries (2/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
12
5. System of s...
Future Internet PPP – 300 M€ EU funding
13
Towards a more open ABCDEF in the EU FI-PPP
 Getting involved in the EU-ICT theme: the Future
Internet Public-Private Par...
FI-Ware enabled
Cloud Platform
Cloud
Information
systems
SmartAgriFood conceptual cloud architecture
sensors
actuators
dat...
App store
From conceptual architecture & prototypes to a real software platform
and Apps
Services
sensors
actuators
data s...
FIspace high-level architecture
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
Base Technologies
Validation
1. Crop Protection
Info...
FIspace approach: Software Mass Customisation
FIspace
App Store
My FIspace (BCM)
Develop
Apps
Pre-configure
User Systems
C...
FIspace App store: spraying advice
Public AdministrationFranz Farmer Ed Expert
FIspaceplatform
Spraying
(follow advice)
Pr...
T270: Security, Privacy, Trust Framework: SPT (KOC)
T250: System & Data Integration
(ATOS)
T240: B2B Collaboration Core
(I...
The FIspace house
Foundation
ServiceLevel
Agreement
ATOS
IBM
KOCSistem
LimeTri
...
App
Developers
FIWARE Accelerators
+ fu...
Potential revenue streams
FIspace App Store My FIspaceDevelop
Apps Pre-configure
Configure &
Use Systems
Commercial FIspac...
4 Accelerator projects on agri-food & logistics
• SmartAgriFood
– Smart farming (livestock, arable &
horticulture)
– Open ...
Impact of ABCDEFs on the supply chain
 Virtualization and end-to-end tracking & tracing
● More influence on farm decision...
Impact ABCDEFs on the nature of the farm
 Adoption of technology (esp. ICT) traditionally low, but
will be accelerated
● ...
Take home messages (revisited)
 Agri-Food chains become more technology/data-driven
● Infrastructure and software develop...
Remaining points for discussion
ABCDEFs will change the market for Ag software and
services that utilize (big) data
 Will...
 www.agriXchange.eu
 www.SmartAgriFood.eu
 www.FIspace.eu
Or contact me:
sjaak.wolfert@wur.nl
nl.linkedin.com/in/sjaakw...
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Effect of Big Data on Farm Enterprises

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Presentation during a meeting of a group of representatives from Rabo AgriFinance, St. Louis (USA).

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Effect of Big Data on Farm Enterprises

  1. 1. Effect of Big Data on Farm Enterprises Sjaak Wolfert, Krijn Poppe, Cor Verdouw (LEI Wageningen UR) Meeting with RABO Agrifinance, Wageningen, 10-Jun-2015
  2. 2. Take home messages  Agri-Food chains become more technology/data-driven ● Infrastructure and software development is a key issue ● (Distance-)advice becomes clustered instead of rural-spread  Significant socio-economic impacts; two scenarios: 1. Further integrated supply chain  farmer becomes franchiser/contractor with limited freedom 2. Farmer empowered by open collaboration • Easier switch between suppliers • More options for direct sales to consumers Reality somewhere in between? F F
  3. 3. 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, etc.  Social media - Facebook, Twitter, Wiki, etc. Big Data - Web of Data, Linked Open Data High Potential for unprecedented innovations! everywhere anything anywhere everybody
  4. 4. multi-dimensional Agri-Food Supply Chain Networks (AFSCN) • Currently: farm data are not optimally exchanged • Need for exchange is rapidly changing • Need for stake for all players law & regulation innovation geographic cluster horizontal fulfillment Vertical
  5. 5. How more data affects private and public challenges Sustainability HealthFood SafetyFood Security Precision Farming: Better control Better management decisions Sophisticated Technology, More advice Segment products and input suppliers; Benchmark with competitors Consumer decision support (pre- and after sales) Better service concepts (e.g. in-store replenishment, less waste) LoyaltySMEs Cost priceGRIN* Transport+ Cope with retail Transport Transport Transport Input industries Farmer Food processor Retail / consumerSoftware Provider Logistic solution providers * Genetic, Robotic, Information and Nano Technologies
  6. 6. Which innovations and new business models are possible ? Precision Farming/Advice Segment Cons. supportService ++ • Open farm management systems with specific apps • Computer aided (distant) advice and decisions • Regionally pooled data analysis for science and advise • 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+
  7. 7. Which innovations and new business models are possible ? Precision Farming/Advice Segment Cons. supportService ++ • Open farm management systems with specific apps • Computer aided (distant) advice and decisions • Regionally pooled data analysis for science and advise • 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!
  8. 8. Data exchange by ABCDEFs  Large organisations mostly have gone digital, with ERP and other systems  But between organisations (especially with SMEs) data exchange and interoperability is still very poor  While more data exchange for collaboration and business process control in the chain is needed (see prev. slide) There is a need for ABCDEFs: Agri-Business Collaboration and Data Exchange Facility Proprietary/closed or open ABCDEFs?
  9. 9. | John Deere FarmSight™: An Ecosystem for Decision Support Partners • AgConnections • AgIntegrated • AgLeader • AgJunction • Delta Data Systems • DN2K •GEOSYS • PCT • GeekTech for Ag • Mapshots • Pioneer • Satshot • SST • ZedX • LDE (Germany) • Farmmade (UK) • Neotic Maferme (France) • DAAS (Denmark) • AgroVision (Netherlands/Belgium) • Technofarming (Italy) Numerous Software Partners Bottom Line: John Deere’s comprehensive ecosystem of innovative partners will drive customer value and improved decisions 9 Source: Charles Donahue at Smart AgriMatics, Paris 18 June, 2014
  10. 10. | John Deere FarmSight™: An Ecosystem for Decision Support Partners • AgConnections • AgIntegrated • AgLeader • AgJunction • Delta Data Systems • DN2K •GEOSYS • PCT • GeekTech for Ag • Mapshots • Pioneer • Satshot • SST • ZedX • LDE (Germany) • Farmmade (UK) • Neotic Maferme (France) • DAAS (Denmark) • AgroVision (Netherlands/Belgium) • Technofarming (Italy) Numerous Software Partners Bottom Line: John Deere’s comprehensive ecosystem of innovative partners will drive customer value and improved decisions 10 Source: Charles Donahue at Smart AgriMatics, Paris 18 June, 2014 Is this ‘mono-equipment system’ reality? How many platforms should users and developers enter?
  11. 11. Redefining Industry Boundaries (1/2) (according to Porter and Heppelmann, Harvard Business Review, 2014) 11 3. Smart, connected product + + + 2. Smart Product 1. Product
  12. 12. Redefining Industry Boundaries (2/2) (according to Porter and Heppelmann, Harvard Business Review, 2014) 12 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
  13. 13. Future Internet PPP – 300 M€ EU funding 13
  14. 14. Towards a more open ABCDEF in the EU FI-PPP  Getting involved in the EU-ICT theme: the Future Internet Public-Private Partnership Programme (FI-PPP) ● > 300 M€ public funding in 5 yrs. ● SmartAgriFood (5 M€) ● 21 partners (LEI coordinating) ● FIspace (13.5 M€) ● 28 partners (LEI coordinating) ● FIWARE accelerators (17 M€) Start-ups
  15. 15. FI-Ware enabled Cloud Platform Cloud Information systems SmartAgriFood conceptual cloud architecture sensors actuators data sources (‘Internet of Things’) local Information systems App store Services Spraying Advisory Services Meteorological Service State and Policy Information Service Consumer Food safety service E-agriculturist Service for spraying potatoes Machine Breakdown Service Transport User’s devices Other sources
  16. 16. App store From conceptual architecture & prototypes to a real software platform and Apps Services sensors actuators data sources (‘Internet of Things’) Local ISs Spraying Advisory Services Meteorological Service State and Policy Information Service Consumer Food safety service E-agriculturist Service for spraying potatoes FI-Ware enabled Cloud Platform Machine Breakdown Service User’s devices Other sources Cloud IS Transport I2ND IoT IoC IoS S&T GENERIC ENABLERS Base Technologies Validation T270: Security, Privacy, Trust Framework: SPT (KOC) T250: System & Data Integration (ATOS) T240: B2B Collaboration Core (IBM) T230: App Store (IBM) T220: User Front-End (ATOS) T260:OperatingEnvironment (IBM) T280:SoftwareDevelopmentToolkit: SDK(ATOS)
  17. 17. FIspace high-level architecture I2ND IoT IoC IoS S&T GENERIC ENABLERS Base Technologies Validation 1. Crop Protection Information Sharing 2. Greenhouse Management & Control 3. Fish Distribution & (Re-)Planning 4. Fresh Fruit and Vegetables QA 5. Flowers & Plants Chain Monitoring 6. Meat Information Provenance 7. Import & Export of Consumer Goods 8. Tailored Information for Consumers Trials: Security, Privacy, Trust Framework: SPT System & Data Integration B2B Collaboration Core App Store User Front-EndOperatingEnvironment SoftwareDevelopmentToolkit(SDK)
  18. 18. FIspace approach: Software Mass Customisation FIspace App Store My FIspace (BCM) Develop Apps Pre-configure User Systems Customize & Use Systems FIspace Platform Single App Configuration App developer Biz Architect User
  19. 19. FIspace App store: spraying advice Public AdministrationFranz Farmer Ed Expert FIspaceplatform Spraying (follow advice) Provide Advice Approval 2 3 Request Advice 1 FIspace App Weather Information FIspace App Spraying Advice FIspace App Certification sensor data Back-EndSystems Expert System Law & Regulations system Farm Management System Sensor Network Field, crop, etc. pesticide advice details compliance data 19 trusted partners trusted partners
  20. 20. T270: Security, Privacy, Trust Framework: SPT (KOC) T250: System & Data Integration (ATOS) T240: B2B Collaboration Core (IBM) T230: App Store (IBM) T220: User Front-End (ATOS) T260:OperatingEnvironment (IBM) T280:SoftwareDevelopmentToolkit: SDK(ATOS) FIspace ecosystem development Industries (converging) Farming & Manufacturing Transport & Logistics (Producers, Farmers, Manufacturers, Suppliers, ..) Wholesale & Retail Health Sector (Forwarder, Carriers, 3PL / 4PL, Ports, …) (Warehouses, Supermarkets, Stores, …) (Banks, Insurances, Authorities, ..´) ICT Industry (going to the Cloud) Cloud Operators & Infrastructure Providers Business Configurators I2ND IoT IoC IoS S&T (+ follow up) GENERIC ENABLERS DEVELOPMENT TOOLKIT Base Technologies Validation App & Service Providers
  21. 21. The FIspace house Foundation ServiceLevel Agreement ATOS IBM KOCSistem LimeTri ... App Developers FIWARE Accelerators + future experimenters OpenSource Specifications Ecosystem in The Netherlands OpenSource Specifications Ecosystem in Greece? OpenSource Specifications Ecosystem in Germany/Scandinavia? Pre-commercial Commercial
  22. 22. Potential revenue streams FIspace App Store My FIspaceDevelop Apps Pre-configure Configure & Use Systems Commercial FIspace Platform App developer Biz Architect User Advertiser Access fee Use Fee Use Fee Access fee Pay for app (use) Sponsored app
  23. 23. 4 Accelerator projects on agri-food & logistics • SmartAgriFood – Smart farming (livestock, arable & horticulture) – Open call: 4M€ – Open until 15 Nov. 2014 – www.smartagrifood.com • FInish – Agri-Logistics – Open call: 5 M€ – Open until 10 Dec. 2014 – www.finish-project.eu • Fractals – Smart Farming in Balkan – Open call: 5.5 M€ – 30 Nov. – 28 Feb. 2015 – http://www.f6s.com/fiware- fractals • SpeedUp!Europe – Agrobusiness Park (DK) – Open call agri-food: ~1.9 M€ – Open until 10 Dec. 2014 – www.speedupeurope.eu Total: ~ 16 M€ in 2 years ~ 150 Apps?
  24. 24. Impact of ABCDEFs on the supply chain  Virtualization and end-to-end tracking & tracing ● More influence on farm decision-making  less freedom? ● Increased transparency, esp. for consumers ● Logistics improved by better monitoring, problem notification and optimization  More opportunities for direct farmer-consumer markets ● On-line, virtual auctions of products ● Local food consumption (see trends in cooking) ● Chances esp. for small farmers or new, professional players?
  25. 25. Impact ABCDEFs on the nature of the farm  Adoption of technology (esp. ICT) traditionally low, but will be accelerated ● Apps and devices are cheap and easy to use ● Hard/software-as-a-services model will be further introduced  Digitization and virtualization of farm processes ● Traditional Farm Management Information Systems will be replaced by customized services of apps ● (Advisory) services can be done from distance  clustering in knowledge-intensive areas ● Better farm monitoring and benchmarking  Farmers can move away from commodity markets ● Last mile in logistics becomes easier
  26. 26. Take home messages (revisited)  Agri-Food chains become more technology/data-driven ● Infrastructure and software development is a key issue ● (Distance-)advice becomes clustered instead of rural-spread  Significant socio-economic impacts; two scenarios: 1. Further integrated supply chain  farmer becomes franchiser/contractor with limited freedom 2. Farmer empowered by open collaboration • Easier switch between suppliers • More options for direct sales to consumers Reality somewhere in between? F F
  27. 27. Remaining points for discussion ABCDEFs will change the market for Ag software and services that utilize (big) data  Will there be a market for Ag data as such? ● “Google Ventures leads $15 million deal in Farmers Business Network” ● GODAN, a G8 initiative for Global Open Data for Agriculture and Nutrition ● Cf. the ‘battle’ for health data by Apple, Google, Samsung, etc. What are the business models for Big Data and Agriculture?  Value can only be created if different stakeholders collaborate and share their data?  Then the profit from Big Data also needs to be shared?
  28. 28.  www.agriXchange.eu  www.SmartAgriFood.eu  www.FIspace.eu Or contact me: sjaak.wolfert@wur.nl nl.linkedin.com/in/sjaakwolfert/ @sjaakwolfert http://www.slideshare.net/SjaakWolfert More information

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