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MOBILE APPS IN SMALL
 SCALE AGRICULTURE
         october 2011
Likes to receive   Market agent        Current         Managing       Needs a local
    info and       spends >$10         record        complex farmer    marketing
advertising via    giving market      keeping –         support        channel…
      SMS           info by voice   nowhere for it     structures
                         calls          to go
Partner    Country        Impact         Scale      Dev Status   Imp Status

 EADD      Kenya      Cost Reduction    Ke: 100K+

IDE/CARE   Zambia     Ext. Off. Scale   Zm: 18K




                             Farmer Communication Suite
             •  Generic Communication among rural economy players

             •  Farmer Registration Module with farmer details,
                enables phone surveys

             •  Membership Directory enables group creation by
                geography/role/crop...

             •  Reporting Dashboard

             •  Content Management System serves content in
                multiple media based on client capabilities

             •  Billing Framework allows multiple business models to
                be tested
Partner    Country          Impact         Scale         Dev Status     Imp Status

        EADD     Kenya        Cost Reduction    Ke: 100K+
      IDE/CARE   Zambia       Ext. Off. Scale   Zm: 18K




                                                                      Use Cases
                     A Dairy 'Mobiliser' uses sms to invite members of 6 dairy management
Event                groups under her purview to a training session on milk quality.
                     Attendances records are captured directly on the Mobiliser's feature
Management           phone

                     Weather information is delivered via RSS – or email - on a Zambian
Info Provision       extension officers smart phone. He relays via SMS the info he thinks
                     important to the 50 farmer leaders in his district


                     A group of 15 horticulture farmers meet and, using their Farmer
Better Data          Leaders' feature phone, self-report on crop plantings and timings

                     A market agent can get a good, but time-sensitive price for tomatoes;
                     via field officers he sends an sms request to nearby farmers known
Matchmaking          to have tomato crop nearing harvest. Four farmers respond and
                     organise a local transporter to aggregate their crates.


Advertising          An Agrodealer sponsors local farmers group communication by
                     tagging intra-group messaging with a 35 character advertisement
Partner       Country       Impact         Scale        Dev Status   Imp Status

    EADD        Kenya           200% + Cow     30% of 250 K
                                Sales Income     Farmers
                              Improved Herd




                         East African Lactation Record System

A mobile – USSD and .mobi - solution to
help small-scale farmers certify and sell
cows

Improving lactation recording
capabilities; farmers can record daily – or
sampled – records for their cows – including
own-use milk. Self reported data audited and
also checked against sold milk data for
consistency and credibility

Allowing potential buyers the ability to
request a lactation history of a cow before
purchasing – and by marketing certified
cows up for sale via an SMS/web query-able
list
Partner        Country          Impact          Scale             Dev Status        Imp Status

            IDE             Zambia      30% + Prod. Price     18K

                                        200% - AG Costs     9 Markets
                                       50% - Trans. Costs



                                      Zambia Market Information Service
“Peer-to-peer” market information service that                          Farmer
Price
Achieved

bypasses need for centralized and formal data-                                         +30%

capture


Agents able to:
 better manage supply through insight into 'linked'
  farmer plantings                                                                          Agent
Costs

                                                                                            -200%

 reduce communications costs (currently > $10/day)
  responding to farmers
 scale number of relationship with farmers
Farmers able to:
 get real-time market data relevant to their nearby
  markets
 aggregate produce and share transport

Extension officers able to scale matchmaking
activities between farmers and markets
Critical Success Factors




                                                                Business/Social
                                                                Impact models
Opportunity




                                   Flexible funding
                                    mechanisms                                           Accessing the
                                                                                            users

                                                                           Its complicated


              Opportunities for grants in for revenue but making–the transition from grant- for
               Significant stakeholders with different where benefit to farmer etc–clear. Difficult
               Managing opportunities this space, incentives and timelines needed
              funding ato is toper start core infrastructure and ecosystemand flexibility. while
               challenge loan pay for ,to revenues takes both discipline maintenance $2
               work at $2-$8 funding reaching required large numbers at very low
                From standing day
              dollar a day services hard. for specific apps. Otherlimited funding OR existing
               allowing entrepreneurship Need partner (MNO – high-level challenges include
                acquisition costs = probably not possible without initial access?)
               ownership issues to untangle and successco-ops etc. client cherry-picking and
                networks: NGOs , Farmer organisations, may cause
               thus global access policy issues.
                                               Challenge
IDEA:
                         Mobile tech                          Our Approach
                         can help to
                         solve some
                         African agri
                          problems
 Facilitator      SANGONeT          Problems                 Solutions
                                    • Need more extension    • Communication
                                      services; fewer          suite for farmer
                      BMGF            officers                 networks
  Funder
                                    • Terrible access to     • Peer to peer
                                      market info and          market information
                                      logistics                system
                                    • No credible small      • Community
Who can identify problems?            scale dairy              livestock recording   Who can solve problems?
                                      performance              application
      Agricultural                    recording              • Agro-inputs            South (and East!)
     Development                    • Inefficient and          management and          African Mobile
    Organisations                     unsustainable agro       marketing tool        Services Industry
                                      dealerships
                                                                                     •  New Media Labs
•  IDE Zambia
                                                                                     •  The Praekelt
•  CARE Zambia                                                                          Foundation
•  East African Dairy                                                                •  Integrat
   Development Project
                                           Improving and implementing                •  ???

                M&E           Business Development                Scaling and Replicating
               Dalberg                  Umgana Africa                   SANGONeT / BMGF / ???

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Mobile Apps in Small Scale Agriculture - Matthew de Gale

  • 1. MOBILE APPS IN SMALL SCALE AGRICULTURE october 2011
  • 2. Likes to receive Market agent Current Managing Needs a local info and spends >$10 record complex farmer marketing advertising via giving market keeping – support channel… SMS info by voice nowhere for it structures calls to go
  • 3. Partner Country Impact Scale Dev Status Imp Status EADD Kenya Cost Reduction Ke: 100K+ IDE/CARE Zambia Ext. Off. Scale Zm: 18K Farmer Communication Suite •  Generic Communication among rural economy players •  Farmer Registration Module with farmer details, enables phone surveys •  Membership Directory enables group creation by geography/role/crop... •  Reporting Dashboard •  Content Management System serves content in multiple media based on client capabilities •  Billing Framework allows multiple business models to be tested
  • 4. Partner Country Impact Scale Dev Status Imp Status EADD Kenya Cost Reduction Ke: 100K+ IDE/CARE Zambia Ext. Off. Scale Zm: 18K Use Cases A Dairy 'Mobiliser' uses sms to invite members of 6 dairy management Event groups under her purview to a training session on milk quality. Attendances records are captured directly on the Mobiliser's feature Management phone Weather information is delivered via RSS – or email - on a Zambian Info Provision extension officers smart phone. He relays via SMS the info he thinks important to the 50 farmer leaders in his district A group of 15 horticulture farmers meet and, using their Farmer Better Data Leaders' feature phone, self-report on crop plantings and timings A market agent can get a good, but time-sensitive price for tomatoes; via field officers he sends an sms request to nearby farmers known Matchmaking to have tomato crop nearing harvest. Four farmers respond and organise a local transporter to aggregate their crates. Advertising An Agrodealer sponsors local farmers group communication by tagging intra-group messaging with a 35 character advertisement
  • 5. Partner Country Impact Scale Dev Status Imp Status EADD Kenya 200% + Cow 30% of 250 K Sales Income Farmers Improved Herd East African Lactation Record System A mobile – USSD and .mobi - solution to help small-scale farmers certify and sell cows Improving lactation recording capabilities; farmers can record daily – or sampled – records for their cows – including own-use milk. Self reported data audited and also checked against sold milk data for consistency and credibility Allowing potential buyers the ability to request a lactation history of a cow before purchasing – and by marketing certified cows up for sale via an SMS/web query-able list
  • 6. Partner Country Impact Scale Dev Status Imp Status IDE Zambia 30% + Prod. Price 18K 200% - AG Costs 9 Markets 50% - Trans. Costs Zambia Market Information Service “Peer-to-peer” market information service that Farmer
Price
Achieved
 bypasses need for centralized and formal data- +30%
 capture Agents able to:  better manage supply through insight into 'linked' farmer plantings Agent
Costs
 -200%
  reduce communications costs (currently > $10/day) responding to farmers  scale number of relationship with farmers Farmers able to:  get real-time market data relevant to their nearby markets  aggregate produce and share transport Extension officers able to scale matchmaking activities between farmers and markets
  • 7. Critical Success Factors Business/Social Impact models Opportunity Flexible funding mechanisms Accessing the users Its complicated Opportunities for grants in for revenue but making–the transition from grant- for Significant stakeholders with different where benefit to farmer etc–clear. Difficult Managing opportunities this space, incentives and timelines needed funding ato is toper start core infrastructure and ecosystemand flexibility. while challenge loan pay for ,to revenues takes both discipline maintenance $2 work at $2-$8 funding reaching required large numbers at very low From standing day dollar a day services hard. for specific apps. Otherlimited funding OR existing allowing entrepreneurship Need partner (MNO – high-level challenges include acquisition costs = probably not possible without initial access?) ownership issues to untangle and successco-ops etc. client cherry-picking and networks: NGOs , Farmer organisations, may cause thus global access policy issues. Challenge
  • 8. IDEA: Mobile tech Our Approach can help to solve some African agri problems Facilitator SANGONeT Problems Solutions • Need more extension • Communication services; fewer suite for farmer BMGF officers networks Funder • Terrible access to • Peer to peer market info and market information logistics system • No credible small • Community Who can identify problems? scale dairy livestock recording Who can solve problems? performance application Agricultural recording • Agro-inputs South (and East!) Development • Inefficient and management and African Mobile Organisations unsustainable agro marketing tool Services Industry dealerships •  New Media Labs •  IDE Zambia •  The Praekelt •  CARE Zambia Foundation •  East African Dairy •  Integrat Development Project Improving and implementing •  ??? M&E Business Development Scaling and Replicating Dalberg Umgana Africa SANGONeT / BMGF / ???