AGRICOLTURE 4.0: WILL THE NEXT DIGITAL WARS BE FOUGHT FOR AGRICULTURE BIG DATA?

  1. What’s your company’s approach to the data?
  2. Do you think there will be Agridata Wars in the nearest future?
  1. Agricolus has always made a determined and clear choice, showed since the first versions of our “Terms&Conditions”: the data belongs to the farmer. We strongly believe that in an era when data represents who we are and what we are doing, it would not be appropriate to set up the business without granting to our customers the right to use the data and all the developments connected. For most companies, keeping the data represents a double “buffer”: a lock-in strategy on one side and a way to gain money on the other.We have chosen to not follow this path, we have chosen to grant our customers full ownership of the data, and thanks to that we can’t sit back and think the customer will be loyal in aeternum, and even think we created an extra gain with him. We simply ask our customers to keep using the data just for research purposes, granting further development and improvement of the service.
  2. Actually, in the countries where these themes are already discussed, i.e. the USA, this is already a hot topic. There are some solutions supplied by the big companies, even for free, all but granting full ownership to the providers of the data. Talking with U.S. farmers, even mid-sized farmers, it arises this point is fundamental for them, as they can even choose to reuse the data in a different way. I don’t know if the market will be able to correct this trend, maybe encouraging the solutions that lead intrinsically to this type of respect or if we will watch the bitterest quarrel between the users and the solution providers. For sure the value of information will be ever clearer to the wide public and this could not remain a secondary topic as usually happens in Europe.
  1. For us, the privacy of data is really important. For this reason, we opted for data ownership that’s exclusive of the farmer and not shared. Then the farmer himself, on the xFarm platform, can choose to share some information, i.e. for traceability purposes (on blockchain), about his products. But I would like to underline, the data ownership is kept by the farm.
  2. Data is and will continue to be fundamental to agriculture being more efficient, less wasteful and more sustainable, as through them it’s possible to perform analyses and give useful advice to farmers. For this reason, I’m sure there will be an interest in this topic by the big companies, but I don’t believe there will be wars on data; I think the winners will be the ones able to respect the privacy and give concrete benefits to the companies.
  1. Revotree is an IoT system that through data collection on the soil and environment offers support to farmers to take a decision on watering and so optimize installations through smartphones. Our customers buy the product without subscription and Revotree shares data with farmers that have direct access to the platform through the app.
  2. I believe that even now that data is priceless and with the advent of new IoT technologies and distributed services, the value will grow. Agriculture big data will allow us to create best practices and share knowledge among farmers at a global level. Our goal is to switch from local sharing, between father and son, to global sharing among farmers of different countries, but with similar business and environmental conditions.
  1. 3Bee Iot devices gather the main biological data of the animals, helping the farmers in daily farming management, reducing the costs and improving the whole management process. The data collected are protected as per new GDPR regulation and the farmer can visualize, elaborate, and use them as he prefers whenever he needs, thanks to the quick acces to Cloud platform through a personalized dashboard, intuitive and easily accessible. The development of the AI will make the whole system even more efficient and useful for the farmer.
  2. War by IT and TMX? Surely the market of the big data represents the future of agriculture, as showed by the different projects and platform launched even by such TMX companies as Vodafone and Tim. What will make the difference to impose in the B2Farmer market is the involvement of the sector “Blockbuster”, namely the pharmaceutical companies, that know very good veterinaries, associations and farmers. That’s exactly what we are doing in 3Bee, to reduce drastically and optimize the use of chemicals and antibiotics, preserving the farmer’s work as the animal and human health.

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