Brave new communication

Iver ThysenFaculty of Agricultural Sciences

Jens BligårdDanish Agricultural Advisory Service

History and overview

DanishAgricultural

Advisory Centre

Faculty ofAgriculturalSciences

PlanteInfo

IntegratedFarm

Management

Internet

DOS / Windows1980 1990 2000 2010

AgroInfo

farmer.dk

apps.online

PlanteInfoSMS, mobile

Mobile

apps.onlinePDA

Veg. & Fruit IT

farmer.dk

Usage

82% of Danish farmers have Internet Mostly ADSL 98% of farmers with +150 ha have Internet

5-10% of farmers use agricultural ICT frequently and actively

however

however

Crop advisers use ICT intensively and disseminate the information

A technology searching for users?

Utility

Technology costs

The future

Society pressure: Environmental concern Market pressure: Documentation and quality Farming pressure: Management of large farms

Automatization of data recording and data management

Designing ICT for today’s farm management Environmental regulation by rewarding good

behaviour instead of punishing bad behaviour – win-win instead of loose-loose

Thank you for listening..