research session 3: case studies in living lab application domains
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Research Session 3: Case studies in Living Lab application domains
The 4th ENoLL Living Lab Summer School 27th-30 August 2013
Manchester School of Arts
Defining a strategy to attract stakeholders into an open innovation eco-system for precision agriculture in the region of Vojvodina
(Serbia)
Grigorios Chatzikostas[1] and Spyros Fountas[2]
[1]BioSense Center, Faculty of Technical Sciences, University of Novi Sad, Serbia chatzikostas@biosense.rs[2] Agricultural University of Athens, Greece
Overview
The Problem: Precision agriculture adoption rates comparatively (very) low in Europe, particularly SEE
The Opportunity: Vojvodina (Serbia) demonstrates a strong value chain in agriculture and advanced ICT sector
The Challenge: Employing open innovation to engage users and raise the rates of PA adoption in the region
Precision Agriculture (PA)
A farming management concept based on observing, measuring and responding to inter and intra-field variability in crops through the use of advanced ICTs, with significant economic, environmental and other benefits.
Adoption Rates
USA20%-80%
Europe0%-24%
(Winstead et al 2009) (Lawson et al, 2011; Reichardt and Jurgens, 2008)
PA: Is it about technology or about users?
Current approach is technology-push rather than user driven. Focus on creation of devices, limited learning and knowledge
development among users, thus low adoption rates.This is where the Open Innovation approach becomes
essential, in stimulating a mindset change across the entire value chain.
Agriculture in Vojvodina: Facts and Figures
Chernozem, also known as “black earth” a black-coloured soil containing a high
percentage of humus, phosphoric acids, phosphorous and ammonia
very fertile, produces high agricultural yieldcovers 52% of the agricultural land in Vojvodina
Vojvodina accounts for 35% of the total agricultural land in Serbia and the agricultural sector provides 40% of the total industrial production of the region.
+: A dynamic and extrovert ICT sector with strong established
companies and lots of start ups
Challenges for a newly established LL focused on PA in Vojvodina
LL methodology mostly developed for software/ digital services domain.
Farmers are among most vulnerable groups with respect to digital divide.
We need to:Map our stakeholders
(Foray, 2009)Adapt the methodologyAttract a significant
volume of users
Stakeholders Mapping (1/3):Excited Goblins
Features: Stakeholders eager to innovate and engage in co-design activities, even without external stimuli, essential for the inception phase of the LL.
Strong Points: Early adopters, able to attract others, already familiar with concept of innovation.
Weak Points: Very likely to dominate the LL and attract all resources at later stages of deployment.
Vojvodina Case: Research Community, Vojvodina ICT Cluster, One individual farming company with strong export orientation and technological infrastructure
Stakeholders Mapping (2/3):Sleeping Giants
Features: Stakeholders that have a great potential and a great impact in the innovation process but require a specific strategy to be engaged in an open innovation assignment.
Strong Points: Huge benefits from getting involved into the process, able to provide insights and validate technologies.Weak Points: Difficult to approach individually, low level of familiarization with innovation processes.
Vojvodina Case: Regional Government of Vojvodina, Individual farmers
Features: Stakeholders that would not enter early stages of innovation but would rather wait until the innovation process becomes financially lucrative.
Strong Points: Able to contribute in the long-term sustainability of a LL and the commercialization of its results.Weak Points: Unwilling to participate at early stages, interested only in short term financial benefits.
Vojvodina Case: Collective bodies of farmers (i.e. associations), Agricultural equipment vendors.
Stakeholders Mapping (3/3):Hungry Dwarves
Our Strategy
Phase
Establishment
Initial Deployment
Maturity/ Sustainability
Stakeholders
Excited Goblins
Sleeping Giants
Hungry Dwarves
In Practice
Hosting Organization
Individual Farmers
LL Partners
Shamans (spiritual healers) of indigenous tribes always gave the most difficult tasks to the young shamans because these young spirits didn't yet believe that these tasks were "impossible."
Thank you for your kind attention
Grigoris Chatzikostas
BioSense Center, Faculty of Technical Sciences, University of Novi Sad
chatzikostas@biosense.rs http://www.biosense.uns.ac.rs/
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