krijn poppe ict in trade nl-asia

De ICT revolutie en kansen in de relatie Agro-NL en AziëKrijn Poppe LEI Wageningen UR

DATA CAPTURING TOOLS FOR

BETTER CONTROL

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, drones, etc.

Social media - Facebook, Twitter, Wiki, etc.

Big Data - Web of Data, Linked Open Data, Big data algorithms

High Potential for unprecedented innovations!

everywhere

anything

anywhere

everybody

5Drones, Big Data and Agriculture

IoT in Smart Farming

cloud-based event and data

management

smart sensing & monitoring

smart analysis & planning

smart control

Virtual Box

Location A Location B

Location & Stateupdate

Location & State

update Location & Stateupdate

IoT in Agri-Food Supply Chains

6Drones, Big Data and Agriculture

IoT and the consumer

7Drones, Big Data and Agriculture

Source: Hisense.com

Smart Farming

Smart Logisticstracking/& tracing

Domotics Health Fitness/Well-being

8

Effect on management

Wat betekent dit in de relatie NL-Azië ?

Ketens veranderen: nieuwe business modellen leiden mogelijk ook tot nieuwe organisatievormen

Data delen is belangrijk, zeker voor organisaties die huidige vorm willen handhaven

1. De handel gebruikt handelsplatformen en e-commerce (Alibaba etc.)

2. Machines worden voorzien van IoT voor onderhoud, reconfiguratie (Tesla-like) en advies voor gebruik. Kunnen zaden volgen ?

3. Er ontstaan platformen min of meer los van fysieke producten en zijn basis voor advies / teeltbegeleiding

Kan NL door 2 en 3 kennisintensievere relatie (met meer toegevoegde waarde) aangaan ?

Which innovations and new business models are possible ?

Precision Farming/Advice Segment Cons. supportService ++

• Prescriptive farming• Predictive maintenance• Eco-systems of apps• Regionally pooled big data

analysis for science and advise (and risk mgt.)

• 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!

Effects on Chain organisation

12

ICT lowers transaction costs (and more)• In social media (Facebook etc.): the world is flat

with spiky metropolises• In ‘sharing’ platforms (peer-to-peer like AirBnb,

Uber, crowd funding): creates new suppliers (reduce overcapacity) and users. Long tail effects.

• In chain organisation: centralisation to grab advantages of data aggregation or more markets?

• Platforms: centralisation via data management

Chain organisation changes (©Gereffi et al., 2005)

inpu

ts

E

nd p

rodu

ct

PRICE

Shops

Complete Integration

Lead company

Leadcompany

Turnkey supplier

Relationalsupplier

Market Modular Relational Captive Hierarchy

Low Degree of explicit coordination and power asymmetry High

Leadcompany

Farmers

Wat betekent dit in de relatie NL-Azië ?

1. De handel gebruikt handelsplatformen en e-commerce (Alibaba etc.)

2. Machines worden voorzien van IoT voor onderhoud, reconfiguratie (Tesla-like) en advies voor gebruik. Kunnen zaden volgen ?

3. Er ontstaan platformen min of meer los van fysieke producten en zijn basis voor advies / teeltbegeleiding

• Agriplace (start up by a Dutch NGO with a sustainability compliance objective; PPS project Farm Digital)

• FIspace (recently completed EU project ready for commercialisation via a Linux-like Open Source model)

Kan NL door 2 en 3 kennisintensievere relatie (met meer toegevoegde waarde) aangaan ?

Twee voorbeelden van data-platformen

Farm Digital project

Sharing Data with AgriPlace:

Compliance Made Easy

https://www.agriplace.com https://www.youtube.com/watch?v=iOis05rFMvM#t=14

LESS ADMINISTRATIVE BURDEN AND CREATING VALUE

Auditors• More effective audit on farm• More new clients • Savings of >€100 per audit visit

Farmers and Growers • Less time and irritation to collect data • More digital management • Savings of >€500 euro per grower

Retailers• Quicker and more complete data • Better risk management• > €30 savings per farm request

Importers and Food processors• Cost savings on data collection• Increase data quality• Savings > €10,000 per importer

Consumers • Relation with growers• Better understanding of labels• More transparency

PROTOTYPEAGRI-PLACE

FMS-manage-ment software

GOV. open data

LEI Wageningen URBenchmark-data

Fispace: an eco-system of apps as alternative

FARMER SCANS PESTICIDES PACKAGE IN THE FIELD

APP CONNECTS BASF FOR E-INSTRUCTION, CROP AND SOIL SPECIFIC

APP ASK METEO FOR 24 hour WEATHER FORECAST

BASF SENDS INSTRUCTION TO SPRAYING MACHINE ON WATER / PESTICIDE RATIO >> Machine adjusts

APP CHECKS ADVISE WITH GOV.AGENCY

FARMER CAN SHARE DATA WITH GOVERNMENT, SGS-AUDITOR GLOBAL GAP AND PUBLIC

CAN I USE MY CURRENT

SERVICE ?

CAN I USE MY FMS ?

DOES IT WORK WITH

BAYER / DEERE

DOES IT WORK WITH BRC / ISAcert

Can we link apps / services in a clever way ?Leading to a market for services (apps and data)?Can this market be European (not MS), so that development costs of services (apps and data) are shared ?

Towards highly integrated solutions

Highly Integrated Service Solutions• Event-driven• Configurable• Customizable• Service model

Data (Standardisation) Services

AdaptEPCIS

MyJohnDeere.com

Data Standardsto connect

BusinessCollaborationServices -Based on OpenSource Software

Farmers

Biz architectbundles apps in a platform

...

80 Accelerator companies

Apps

Modules:Single SignOnBiz Collab.Event Proces.System-Data integrationApp repository

Conclusie: 3 veranderingen in de handel

1. De handel gebruikt handelsplatformen en e-commerce (Alibaba etc.)

2. Machines worden voorzien van IoT voor onderhoud, reconfiguratie (Tesla-like) en advies voor gebruik. Kunnen zaden volgen ?

3. Er ontstaan platformen min of meer los van fysieke producten en zijn basis voor advies / teeltbegeleiding

NL kan door 2 en 3 kennisintensievere relatie (met meer toegevoegde waarde) aangaan

Zijn er gezamenlijke projecten met Aziatische partners mogelijk om dit verder te ontwikkelen ?

Dank voor de aandacht

krijn.poppe@wur.nl

www.lei.wur.nl