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Socio-economic impact of Big Data and Smart Farming
Sjaak Wolfert – Sr. Scientist Infomanagement & ICT in Agri-FoodCredits: Lan Ge, Cor Verdouw & Marc-Jeroen Bogaardt
Studium Generale, Van Hall Larenstein, Leeuwarden, 11 May 2016
Take-home messages
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
Disruptive ICT Trends
Mobile/Cloud Computing – smart phones, wearables, incl. sensors
Location-based monitoring - satellite and remote sensing technology, geo information, drones, etc.
Social media - Facebook, Twitter, Wiki, etc. Internet of Things – everything gets connected in the
internet (virtualisation, M2M, autonomous devices)
Big Data - Web of Data, Linked Open Data
High Potential for unprecedented innovations!
everywhere
anything
anywhere
everybody
everything
smart sensing & monitoring
smart analysis & planning
smart control
Closing the cyber-physical management cycle
BIG DATA
Big Data involves the whole supply chain network and beyond
5
Source: Hisense.com
Smart Farming
Smart Logisticstracking/& tracing
Domotics Health Fitness/Well-being
Challenges of Big Data in Smart Farming Big data is more about identifying the right questions
instead of finding the right answers The importance of analytics (intelligence)
●‘Actionable data’●Integration of various data sources (intelligent
processing).●Linking ‘small data’ systems to the application of
big data Addressing societal issues
●Privacy and data ownership●Supply chain organization●Business models – sharing costs and revenues
Redefining Industry Boundaries (1/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
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3. Smart, connected product
+
+
+
2. Smart Product
1. Product
Redefining Industry Boundaries (2/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
8
5. System of systems
farmmanagement
system
farm equipment
system
weather data
system
irrigation system
seed optimizing
system
fieldsensors
irrigation nodes
irrigation application
seedoptimizationapplication
farmperformance
database
seeddatabase
weather dataapplication
weatherforecastsweather
maps
rain, humidity,temperature sensors
farm equipment
system
planters
tillers
combineharvesters
4. Product system
Your company
How many platforms should users and developers enter?
How many interfaces to maintain?
Battlefield of Big Data & Smart Farming
9
Farm
Farm
Farm
Farm
DataStart-ups
FarmingCooperativesOpen Ag Data
Alliance...
AgBusinessMonsanto
CargillDupont
...
Tech Companies
GoogleIBM
Oracle...
Ag TechJohn Deere
TrimblePrecision planting
...
TechStart-upsFarm
TechStart-ups
DataStart-upsVenture
CapitalAnterra
Founders FundKleiner Perkins
...
Farm
The USA battleground: Monsanto (et al.)
10
PRESCRIPTIVE FARMING
based on VARIABLE RATE APPLICATION
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 &
ComponentsPlatform
Actors
Open Software
Organization
Domain Knowledge/
Models
Concentrates
intake
...? ...?
New Business Models based on Big DataSee: 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)
Take-home messages
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
Thank you for your attention
Questions?
More information
[email protected]/in/sjaakwolfert/ Twitter: @sjaakwolferthttp://www.slideshare.net/SjaakWolfert
