This is my latest project; aiming to change lives of a billion farmer by 2020

1. Direct2Farm: mobile-infomediary
Service for agriculture
Sharbendu Banerjee, CABI South Asia-India
s.banerjee@cabi.org
www.cabi.org
KNOWLEDGE FOR LIFE

2. Mobile
telephony in The perspective
agriculture • 3.9 billion people in the world today have
extension access to mobile telephony (more than
50% of population)
• 56% of these subscribers comes from
developing nations
• Mobile devices have enabled “Digital
Democracy”; i.e., people access and share
information with others in real time without
institutional intervention
• Mobile devices give access to financial
“Globally, more people now services, agricultural information and
have access to a mobile promote supply chain efficiencies, evidence
device than to justice or
legal services
suggests this leads to increased agriculture
incomes of up to $138 billion
(UNDP 2008).
Image source UNDP 2008

3. Mobile
telephony in The infomediary market
agriculture • In India, the mobile value added
extension services (mVAS) market size is
estimated at US$158 billion; which,
by 2015 will grow to US$671 billion
• Total revenues of mobile operators in
the A25 countries of Africa, reached
US$49 billion in 2010. This equates
to a direct contribution of 3.0% to
aggregate GDP
“The next wave of Telecom • For a subscriber, a mobile phone is
growth will come from the not just a device to communicate, it’s
bottom of the pyramid. For
majority of the population in a multipurpose tool that enables
the rural segment, the users to communicate as well as
mobile phone is the first
communication providing “infotainment”
device..IAMAI 2008

4. Mobile
telephony in The demand
agriculture Farmers wants information that is:
extension
“Knowledge harvesting is
one way to draw out and
package tacit knowledge
to help others adapt,
personalize, and apply it.... And solve their problems
Knowledge Solutions,
ADB, 2010”

5. CABI as
mobile agro- CABI DIRECT2FARM
infomediary • a Mobile Infomediary Service
• designed for helping the farmers in applying
better knowledge
• for improved market readiness and sustainable
response to climatic adversities
• through high quality information, accessible in
real-time
• resulting in profitable farming and better rural
livelihoods
The difference between
what we do and what we
are capable of doing
would suffice to solve
most of the world’s
problems...MK Gandhi

6. Value
A VAS for rural communities
Proposition ● Provides “actionable information” on
agriculture
● Repurposed and contextualized
● Interoperable over multiple media
Info-mediation across agri-ecosystem
● Real-time information exchange
● Multidimensional connectivity
● Tailor-made to unique user/business needs
By themselves, mobile phones
will neither pull people out of Cost effectiveness & scalability
poverty, nor propel democratic ● Can be plugged in to existing VAS CMS-s
governance.
● Mobile technology enables maximizing reach
Instead they are catalytic tools
for enhancing and broadening with minimized cost
development programming if ● Complements conventional agri-extension
deployed strategically
systems
UNDP 2008

7. Competitive Strengths of Direct2Farm
Advantage Direct2Farm is back-stopped by the scientific
expertise of CABI, an intergovernmental
organization, globally respected for its research
and information management capabilities.
This enables:
• Updated, authentic and validated information
through a single window
• Ability to design customized tools and
applications, backstopped with scientific
“In 10 short years, what was once
knowledge, serving unique business needs
an object of luxury and privilege, • Facilitated collaboration between member
the mobile phone, has become a
basic necessity in Africa.”
countries and the public/private sectors.
Paul Kagame, President of • Use of mobile devices for development
Rwanda, Africa Summit, 2007
programs in developing countries.

8. Service Elements of Direct2Farm
Features Direct2Farm will be a unique blend of mobile
and web technologies. Its delivery platform will
be equally adaptive and effective for smart
phones, tablets, PC-s or basic mobile phones.
In specific, it is planned to deliver;
• A plug & play platform for designing and
delivering mobile agri-services;
• A repository of high quality actionable
information on agriculture;
“Mobile Value Added Services • In-built feedback loop for capturing field data
(MVAS) have assumed significant
importance in recent times due to in real time;
the rapid growth in wireless
subscriber base. They have
• Easy and effective communication medium
enhanced the utility of mobile for business to reach rural population.
phone as a powerful medium to
deliver information..
Dr. J S Sharma, TRAI, India

14. Direct2Farm Infomediary Schema
Extension/Ag-
service provider
Businesses Voice/Text Farmer Groups
Analytics
Messages
Dissemination
Data SHG/NGO-s Users
Researchers Alerts
D2F Mobile
Network
Infomediary Operators
Producer
Bulletins Companies
Policy Makers Reports
Content Content Re- CABI
Validation purposing
Assurance
Quality
Knowle
dge &
Info
Aggregation
ARD Agro- Agribusiness Public & Partners
NARS meteorology Private
Extension
Sharbendu Banerjee, 2011

15. Dissemination & Feedback Loop
Dissemination
Feedback
Ag-service provider
D2F
Server
Mobile
Network
Operators
Voice
Recording
(optional)
USSD/SMS
feedback Farmers

16. How to Direct2Farm business plans
engage Dependent upon user case and business needs
of users/customers:
• Lease Plan: suitable for development
projects, NGO-s with content already.
Direct2Farm platform will be used for
repurposing and disseminating information to
target customers via mobile channel. A fixed
retainer is charged for the access.
• Revenue Sharing: Suitable for mobile
operators and agro-service providers: a for-
“Mobile Value Added Services profit business model. Entire content
(MVAS) have assumed significant development process is managed by
importance in recent times due to
the rapid growth in wireless
Direct2Farm
subscriber base. They have • Pay per use: Suitable for B2B customers.
enhanced the utility of mobile
phone as a powerful medium to Fee is charged each time service is used.
deliver information..
Dr. J S Sharma, TRAI, India

17. CABI and mobile agro-advisory services – to date
• Developed content, content management and SOPs for IKSL business in
India. Under annual service contract to provide backstopping scientific and
content support.
• D2F database of actionable information moving to beta stage of
development.
• Populated with content relevant to the Indian market, with Kenyan content
in development.
• In consortia to deliver content in two mFarmer grants, one led by
HandyGo Technologies in India and the other by Airtel in Kenya
• In discussion with TIGO Tanzania about CABI’s role in their mFarmer
programme
• Conversations with other Mobile Network Operators, Value added service
providers (e.g., Movirtu, Sibesonke), CG Centres (IRRI, ILRI, CIMMYT),
other Agri VAS providers (ESOKO, Ghana)
• Next steps, test D2F platform, review its scalability, develop content, enter
into new partnerships

18. спасибо
merci cảm ơn cô
faleminderit
stuh-tee salamat
zikomo
asante sana
Assalamualikum urakoze
ありがとう
kiitos
thank you gracias
ke itumetse tak
terima kasih
நன்றி dhanyawaad शुक्रिया
xie-xie mersi efharistó danke
благодаря 谢谢 grazie teşekkür ederim
www.cabi.org
KNOWLEDGE FOR LIFE