how iot is changing the agribusiness landscape
TRANSCRIPT
How IoT is changing the agribusiness landscapeSjaak Wolfert – Sr. Scientist Infomanagement & ICT in Agri-Food
IoT Event, High Tech Campus, Eindhoven, 8 June 2016
Your image of farming?
Is this the actual image?
smart sensing & monitoring
smart analysis & planning
smart control
Closing the cyber-physical management cycle
BIG DATA
IoT involves the whole supply chain network and beyond
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Source: Hisense.com
Smart Farming
Smart Logisticstracking/& tracing
Domotics Health Fitness/Well-being
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 industriesFarmer 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
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)
Redefining Industry Boundaries (1/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
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3. Smart, connected product
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+
+
2. Smart Product
1. Product
Redefining Industry Boundaries (2/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
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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 IoT, Big Data and Farming
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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
Example: Monsanto Fieldscripts
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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
...? ...?
SmartAgriFood2,FInish, Fractals
FIspace collaboration platform architecture
150+ start-ups
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
Thank you for your attention
Questions?
More information
[email protected]/in/sjaakwolfert/ Twitter: @sjaakwolferthttp://www.slideshare.net/SjaakWolfert