Presentation on ICT trends in developments and what this means for the agri-food business, focussing on the FIspace platform. The presentation was part of the mastercourse Hortibusiness in which about 20 entrepreneurs from the horticultural business are participating.

1. Naar platforms voor elektronisch zakendoen
Masterleergang Hortibusiness, Module 6 – Logistiek en ICT
Sjaak Wolfert
13 Maart 2014, Wolfheze

2. Sjaak Wolfert – curriculum vitae
 1990 – 1996: MSc Crop Science at Wageningen Agricultural University (cum laude)
● Thesis: Modelling crop growth using literate programming
 1996 – 2002: PhD at Wageningen University, depts. of Organic Agriculture/Applied
Computer Science
● Thesis: Sustainable agriculture: how to make it work – a modeling approach to
support management of a mixed ecological farm
 2001 – now: Senior Scientist ‘Information Management and ICT in Agri-Food Supply
Chain Networks’ at the Agricultural Economics Research Institute (LEI) of Wageningen
University and Research Centre
 2007-2009: President of EFITA (European Federation for ICT in Agriculture Food and the
Environment)
 2009 – now: Assistant Professor Information Systems at Information Technology Group of
Wageningen University
 2011: guest researcher at Massey University, New Zealand

3. Overzicht - ingrediënten
 Achtergrond van ons onderzoeksthema
● Projecten
 Globale ontwikkelingen ‘software development’
● Platforms
● Software/Business Ecosystems
● Future Internet
 Illustratie a.h.v. het FIspace platform (i.o.)
 Interactief
● Deelnemen in ontwikkeling?

4. Practice
Knowledge
development application

5. law & regulation
multi-dimensional
Agri-Food Supply
Chain Networks
(AFSCN)
innovation
geographic
cluster
horizontal
fulfillment
Vertical
• information
• communication
• control
• ICT plays a crucial
role
• farm is a focal
company

6. ICT becomes a key driver for innovation
 Location-based monitoring and service delivery through GPS
 Internet of Things (IoT) – everything/everyone gets connected,
M2M communication leading to autonomously communicating
devices and virtualization of objects and processes
 Data explosion (Big Data), linked open data and the potential of
open innovation
 Mobile, Cloud services and App stores – the Internet is
everywhere (smart phones, embedded networked devices, etc.)
with new possibilities for service delivery, augmented reality, etc.
 Social media – more direct and instant interaction between
stakeholders potentially leading to new market opportunities and
channels, co-innovation, etc.

7. Business process modeling using SOA
application service layer
market 1
application
farm
application
research
institute
application
government
application
market 2
application
business service layer
get
restrictions
information
get field
and crop
data
get legal
restrictions/
environmen
tal points
get cost
analysis
update
adminis-
tration
business process management layer
production
process

8. A.
Analy
sis
Generic Integration Framework
• Technical Architecture
• Reference Information Model
• Technical Infrastructure
• Organizational Infrastructure
B.
Basic
Design
PilotA
PilotB
PilotC
………
C. Iterative Implementation
Overall
Development
Prototyping
General framework for development: incremental
growth

9. Project Portfolio
 2006-2010: Programmaleider Kennis op de Akker, (KodA)
● Integratie en Standaardisatie van ICT
 2010-2014: Programmaleider Programma Precisielandbouw (PPL)
● Integratie en Standaardisatie van ICT (www.pplnl.nl)
 2010-2012: Coordinator agriXchange: Coordination and support of
setting up a network for developing a system for common data
exchange in the agricultural sector (www.agriXchange.org)
 2011-2013: Coordinator SmartAgriFood: Smart Food and
Agribusiness: Future Internet for Safe and Healthy Food from Farm to
Fork
 2013-2015: Coordinator FIspace: Future Internet Business
Collaboration Networks in Agri-Food, Transport & Logistics
 2014-2016: Coordinator SmartAgriFood2: Smart Farming in the
Cloud

10. Platforms

11. Wie kent deze?
 Wat kun je hiermee?
 Waar gebruik je het voor?
 Privé of zakelijk?

12. Wie kent deze?
 Wat kun je hiermee?
 Waar gebruik je het voor?
 Privé of zakelijk?

13. En wie kent deze nog?
 Waarom hield dit op?

14. Natuurlijk kennen we deze:
 Maar hoeveel Apps gebruikt u nu al voor het electronisch
zakendoen?
 Met alleen een verzameling losses Apps zijn we er nog
niet!
● Ze moeten op een flexibele manier de processen in
de keten kunnen ondersteunen

15. Wie kent deze?
 ‘Facebook’ met allerlei ‘Apps’ voor electronisch
zakendoen bestaat nog niet!

16. Misschien kent u deze
 Salesforce AppExchange
 Fraunhofer Logistics Mall
 Descartes
 SAP store
 Ariba
 GT Nexus
 Alibaba Group

17. Future Internet
Public-Private Partnership

18. Background Future Internet PPP:
Evolution of the Internet
Internet of
People /
Content
Internet
of
Things
Internet
of
Services
Internet of
Computers

19. Generic idea of FI-PPP
illustrated by phase 1
projects
http://www.fi-ppp.eu/projects/
Generic
Requirements
for the Future
Internet

20. FI-WARE Core Platform
The Reference Architecture of the FI-WARE platform is
structured along a number of technical chapters, namely:
 Cloud Hosting
 Data/Context Management
 Internet of Things (IoT) Services Enablement
 Applications/Services Ecosystem and Delivery Framework
 Security
 Interface to Networks and Devices (I2ND)
See http://www.fi-ware.eu/our-vision/ for detailed information

21. FI-PPP Programme Architecture
90 M€ 80 M€ 130 M€
Accelerators

23. FI-PPP
Leadership beyond R&D
FI-PPP
1. Making the
world ‘smarter’
and accelerate
sustainable
innovation
2. Making Europe
a world leader
in Future
Internet
technologies
ICT technology research
ICT applications research
Application Pull
Technology push

24. The ICT world is changing
Sample of 50+ global ICT firms
Source: European Commission
US: n = 27
Asia: n = 11
EU: n = 18
Net sales % change
2012Q2 vs 2007Q2
US: +48%
Asia: +50%
EU: -12%

25. The ICT world is changing
Sample of 50+ global ICT firms
Source: European Commission
US: n = 27
Asia: n = 11
EU: n = 18
Net sales % change
2012Q2 vs 2007Q2
US: +48%
Asia: +50%
EU: -12%
• Platform-based businesses on any
possible device are outperforming in
sales and profits any other ICT business.
• Platform-based business models have
been the main drivers of US net sales
growth together with leadership in mobile
devices, apps stores, microelectronics for
mobile devices, software, and IP
networks.

26. Platforms
Network effects
• 1-sided
• 2-sided
Partly taken from Pieter Ballon, iMinds

27. Platforms
How to get started?
Who will pay?
Q1:
Platforms
Q2:
Third party
applications
Q3:
Users

28. Towards software/business ecosystems

29. Hoe werkt het: Living Labs, business ecosystems en
open innovatie
proprietary space
open space
services/products
(e.g.software)
services/products
(e.g. contract research)
services/products
(e.g.food,advices)
new applications
newsolutions
agri-food
business &
government
research &
education
ICT/
consultancy
business
new knowledge
/modelsknowledge
models
innovations
questions,
data open source
solutions
open
innovatio
n process

30. Future Internet
Business Collaboration
Networks in Agri-
Food, Transport &
Logistics
Sjaak Wolfert
Project Coordinator
Wageningen UR (NL)

31. Project Details
• EU Seventh Framework Program (7FP)
– Future Internet Public Private Partnership programme (FI-PPP)
• Project type: Collaborative Project - Large-scale Integrated
Project (IP)
• Total budget: 20 M€
• EU funding: 13.5 M€
• Duration: April 2013 – April 2015 (Phase II)
• Grant Agreement: 604123

32. Location-based
services
Internet of Tings Wireless Sensor Networks
Consultants
Forwarder
Production
Plants
Carriers
Ports
Customs
Banks
Insurances
Authorities
Consumers
Future Internet Features
Social Media
Motivation and Impact
Agri-Food, Transport and Logistics:
• EU turnover: 1,500 billion €
• Efficiency: 148-220 billion € savings
• Sustainability: 26.5% of CO2 emissions
FIspace will facilitate:
■ … seamless cross-organizational
collaboration (information
exchange, communication,
coordination of activities)
■ …unprecedented transparency,
visibility and control of processes
(using Internet-connected sensors and
IoT devices)
■ …rapid, easy, low cost
development and deployment of
customized solutions (apps and
services)
■ …agile formation of business
networks and ecosystems (social
networks and app/service markets)
Privacy & Security
Internet of Services
Cloud Computing
Linked Open Data, Big Data

33. PartnersCoordinator
Technical
partners
Trial
partners
Knowledge
and
networking
partners Pert
Partners

34. 34
Technical Overall Platform Approach
Deployed in
the Cloud
Future Internet Core Platform
I2ND IoT Cloud IoS
Real World
Integration
Service Provisioning
& Consumption
Ubiquitous
Broadband
Connectivity
Infrastructure
Virtualization
SPT
Security &
Reliability
Generic Enablers
FI-CODE
Tool Support
FIspace: Extensible SaaS
App 1 App 3 App n
…
Collab.
Workflow 1
…
Collab.
Workflow k
Extension
Mechanism 2:
Configurable
Collaborative
Workflows
Extension Mechanism 1:
Addition of value-add functionality through Apps
User

35. FIspace platform High Level Architecture
Front-End
FIspace
Store
Real-time B2B
Collaboration
Core
System & Data Integration
Security, Privacy, and Trust Management
Operating Environment
DevelopmentToolkit
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
DEVELOPMENT
TOOLKIT
Base Technologies
Validation
1. Crop Protection
Information Sharing
2. Greenhouse
Management &
Control
3. Fish Distribution &
(Re-)Planning
4. Fresh Fruit and
Vegetables QA
5. Flowers & Plants SC
Chain Monitoring
6. Meat Information
Provenance
7. Import & Export of
Consumer Goods
8. Tailored Information
for Consumers
Trials:

36. 1 4
3
5
2
6
8
7
Intelligent Perishable
Goods Logistics
Smart Distribution
and Consumption
Farming in the Cloud
Use Case Trial Experimentation Sites
1. Crop Protection
Information Sharing
2. Greenhouse Management
& Control
3. Fish Distribution and (Re-)
Planning
4. Fresh Fruit and Vegetables
Quality Assurance
5. Flowers and Plants Supply
Chain Monitoring
6. Meat Information
Provenance
7. Import and Export of
Consumer Goods
8. Tailored Information for
Consumers

37. FIspace Ecosystem Development
Industries
(converging)
Farming & Manufacturing Transport & Logistics
(Producers, Farmers, Manufacturers, Suppliers, ..)
Wholesale & Retail Service Sector
(Forwarder, Carriers, 3PL / 4PL, Ports, …) (Warehouses, Supermarkets, Stores, …) (Banks, Insurances, Authorities, ..´)
ICT Industry
(going to the Cloud)
Cloud Operators &
Infrastructure Providers
Software & Solution Providers
Value-Added Service Providers
I2ND
IoT
IoC
IoS
S&T
(+ follow up)
GENERIC ENABLERS
DEVELOPMENT
TOOLKIT
Base Technologies
Validation

38. Plants & Flowers Trial
“Quality Controlled Logistics in
Floricultural Supply Chains”
Cor Verdouw & Robbert Robbemond (Wageningen UR)
Masterleergang Hortibusiness, Module 6 – Logistiek en ICT
13 maart 2014, De Buunderkamp, Wolfheze

39. Motivation
Real-time
Quality
Controlled
Supply
Chain
Reduction of product
waste
Shorter lead times
Better capacity
utilisation
Better quality for
consumers
Chain
Moni-
toring
Future
Internet
Quality
Sensing

41. Planned Use Cases Phase II
1. Item tracking & tracing
2. Conditions monitoring
3. Expert quality assessments
4. Product quality alerts
5. Quality decay prediction
6. Quality controlled planning
App
App
App
App
App
App
Phase 1 Demo App: http://trackntrace-wur.rhcloud.com/fpp3.html

42. Planned Use Cases Phase II
Front-End
FIspace Store Real-time B2B
Collaboration
Core
System & Data Integration
Security, Privacy, and Trust Management
Operating Environment
DevelopmentToolkit
FI-
WARE
Tech-
nology
Foun-
dation
End-users Developers

43. Use case 1. Item tracking & tracing
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
Item
locations

44. Use case 1. Item tracking & tracing

45. Use case 2. Conditions Monitoring
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
2a. Specific location
condition monitoring
2b. Trolley conditions
monitoring
Item
locations
Location
conditions
Item
conditions
trajectories
Condition
alert

46. Use case 2. Conditions Monitoring
• Overview of
environmental
conditions
• Overview of
products at location
• Suitability of
conditions for
cultivars at location
• Alarms for problem
notification

47. Use case 3. Expert Quality Assessments
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
2a. Specific location
condition monitoring
3. Expert quality
assessments
2b. Trolley conditions
monitoring
Item
locations
Location
conditions
Quality
evaluation
report
Item
conditions
trajectories
Condition
alert

48. Use case 3. Expert Quality Assessments
Docking Area
Grower
Truck
Inbound
Transporter
Grower
Greenhouse
Trader
Warehouse
Truck
Outbound
Transporter
Retailer
Shop
Quality score: 0-100%

49. Use case 4. Product quality alerts
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
2a. Specific location
condition monitoring
3. Expert quality
assessments
4. Product quality
alerts
2b. Trolley conditions
monitoring
Item
locations
Location
conditions
Quality
evaluation
report
Item
conditions
trajectories
Condition
alert
Item
quality
report

50. Use case 4. Product quality alerts
Docking Area
Grower
Truck
Inbound
Transporter
Grower
Greenhouse
Trader
Warehouse
Truck
Outbound
Transporter
Retailer
Shop
Environmental parameter values
Temperature: 25 °C Humidity: 88% Luminance: 18.000 cd

51. Use case 5. Quality decay prediction
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
2a. Specific location
condition monitoring
3. Expert quality
assessments
4. Product quality
alerts
2b. Trolley conditions
monitoring
5. Quality decay
prediction
Item
locations
Location
conditions
Quality
evaluation
report
Item
conditions
trajectories
Condition
alert
Item
quality
report
Item
quality
decay
prediction
alert

52. Use case 5. Quality decay prediction
• Historic quality decay
trajectory based on
measurements
• Simulated quality
decay projections
based on quality
development models
• Alarms for expected
quality issues
• Advises for
interventions

53. Use case 6. Quality Controlled Planning
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
2a. Specific location
condition monitoring
3. Expert quality
assessments
4. Product quality
alerts
2b. Trolley conditions
monitoring
5. Quality decay
prediction
6. Quality controlled
planning
Item
locations
Location
conditions
Quality
evaluation
report
Item
conditions
trajectories
Condition
alert
Item
quality
report
Item
quality
decay
prediction
alert

54. Use case 6. Quality Controlled Planning

55. Recapitulatory overview of use-cases
1a. Item tracking &
tracing (inbound)
1b. Item tracking &
tracing (outbound)
2a. Specific location
condition monitoring
3. Expert quality
assessments
4. Product quality
alerts
2b. Trolley conditions
monitoring
5. Quality decay
prediction
6. Quality controlled
planning
Item
locations
Location
conditions
Quality
evaluation
report
Item
conditions
trajectories
Condition
alert
Item
quality
report
Item
quality
decay
prediction
alert
Ideas for new
apps???

56. Thank you for your attention!
Cor.Verdouw@wur.nl
Robbert.Robbemond@wur.nl
LEI Wageningen UR

58. Serious exercise...
 There are 4 accelerator projects for agri-food business:
FInish, SmartAgriFood2, Fractals and SpeedUP_Europe
 In the coming 2 years, they will launch an open call for
App development of 16 M€ in total
What would be your Future Internet dream application
that you would like to see to be developed?

59. More information
 www.agriXchange.eu
 www.SmartAgriFood.eu
 www.FIspace.eu
Or contact me:
sjaak.wolfert@wur.nl
nl.linkedin.com/in/sjaakwolfert/
@sjaakwolfert

60. Thank you for
your attention

61. Backup slides

62. How can Future Internet boost the application of ICT?
Transport
Current key competition issues / drivers / business models
How more data contributes to this
Which innovations and new business models are possible ?
Public issues / consumer concerns (that motivate public investments)
Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers

63. Current key competition issues / drivers / business models
Retail brand loyalty
(also versus food
service and on line)
Small, local farm
support
Reduce cost price
Cope with legislation and
paper work
Innovation GRIN
technologies
Service
concepts
Internationalization,
Consumer driven innovation
Cope with power
retail, Sustainability issues
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers

64. Public issues / consumer concerns (motivate public interest)
Sustainability: pollution and waste Health
Food Safety + Transparency
Feeding the world within boundaries
of earth’s carrying capacity
LoyaltySmall Cost priceGRIN Service Cope with retail
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers

65. How more data contributes to this
Sustainability HealthSafety + TransparencyFeed the growing world
Precision Farming: better control
Better management decisions
Sophisticated
Technology,
More advise
Segment
products and
input suppliers;
Benchmark with
competitors
Consumer
decision support
(pre- and after
sales)
Better service concepts, e.g. in logistics
(less waste) and store replenishment
LoyaltySmall Cost priceGRIN Service Cope with retail
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers

66. Which innovations and new business models are possible ?
Precision Farming Better management Segment Cons. supportService ++
Open farm management systems
with specific apps.
Distance advise on diseases etc.
Computer aided advise and
decisions
Regionally pooled data analysis
for science and advise
Personalized advise
with new apps
Online shops
Short supply chains, feed
back consumer-producer
Measure, pay
sustainability
Better T&T
Paperless chain,
Store
replenishment,
Category
management
Sustainability HealthSafety + TransparencyFeed the growing world
LoyaltySmall Cost priceGRIN Service Cope with retail
Transport Transport Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers