data-fair - value creation by data sharing in agri-food business
TRANSCRIPT
DATA-FAIR - Value creation by data sharing in agri-food businessSjaak Wolfert – scientific project coordinator23 February 2017, Wageningen
Internet of Food and Farm 2020:• EU-H2020 budget: 30 M€• Led by Wageningen University &
Research• 5 trials: arable, dairy, fruits,
vegetables, meat• 19 use cases demonstrating IoT
business cases• 14 EU member states• Project structure and approach
identical to DATA-FAIR
smart sensing & monitorin
g
smart analysis & planning
smart control
Advancement of smart farming
(BIG) DATA
exchange
Involving the entire supply chain network and beyond
Smart Farming
Smart Logisticstracking/& tracing
Source: Hisense.com
Domotics HealthFitness/Well-being
Redefining Industry Boundaries (1/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
5
3. Smart, connected product
+
+
+
2. Smart Product
1. Product
Redefining Industry Boundaries (2/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
6
5. System of systems
farmmanagement
system
farm equipment
system
weather data
system
irrigation system
seed optimizing
system
fieldsensors
irrigation nodes
irrigation application
seedoptimizationapplication
farmperformance
database
seeddatabase
weather dataapplication
weatherforecastsweather
maps
rain, humidity,temperature sensors
farm equipment
system
planters
tillers
combineharvesters
4. Product system
Redefining Industry Boundaries (2/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
7
5. System of systems
farmmanagement
system
farm equipment
system
weather data
system
irrigation system
seed optimizing
system
fieldsensors
irrigation nodes
irrigation application
seedoptimizationapplication
farmperformance
database
seeddatabase
weather dataapplication
weatherforecastsweather
maps
rain, humidity,temperature sensors
farm equipment
system
planters
tillers
combineharvesters
4. Product system
Your company
Redefining Industry Boundaries (2/2)(according to Porter and Heppelmann, Harvard Business Review, 2014)
8
5. System of systems
farmmanagement
system
farm equipment
system
weather data
system
irrigation system
seed optimizing
system
fieldsensors
irrigation nodes
irrigation application
seedoptimizationapplication
farmperformance
database
seeddatabase
weather dataapplication
weatherforecastsweather
maps
rain, humidity,temperature sensors
farm equipment
system
planters
tillers
combineharvesters
4. Product system
Your company
Farmer: how many platforms must I use?
Developer: on how many platforms should I offer
my solution?
Platform owner: how many connections do I need to
maintain?
Battlefield of IoT, Big Data and Farming
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Farm
Farm
Farm
Farm
DataStart-ups
FarmingCooperativesOpen Ag Data
Alliance...
AgBusinessMonsanto
CargillDupont
...
Tech Companies
GoogleIBM
Oracle...
Ag TechJohn Deere
TrimblePrecision planting
...
TechStart-upsFarm
TechStart-ups
DataStart-upsVenture
CapitalAnterra
Founders FundKleiner Perkins
...
Farm
Discussions
Am I owning my own tractor? (IPR on software)?
Do I own my data? Who has access?
Does the government have insight?
Do certain companies get much power in the market?
Is there a lock-in situation? Can I transport my data?
Do I become a franchiser carrying the risks and limited returns?
Code of Conduct
Towards business/software ecosystems
DATA-FAIR:Open Software
EcosystemStakeholders
PlatformsApps + services
Knowledge models
GovernanceBusiness models
Data sharing
Overall vision
Farmer
Open Architecture & InfrastructureEvent-driven, Configurable, Customizable
Standards & Open Datasets
Real-time data sharing
IoT layer
DATA-FAIR Objectives – back on the ground...
Develop a few applications based on data-sharing - as a proof of concept
Get some experiences with data-sharing between different organizations
●What are technical issues to be solved?●What governance structure and business models do
we see/need?●Who is willing to share data with whom?
On te longer term: ‘blueprint’ for technical and organistional infrastructure – the ‘glue’
Open Software and Data Ecosystem
WP1 Trials & App-developmentLean multi-actor approach
WP4 Ecosystem Development
WP3 Governance en Business Modelling
WP2 IoT- en data-integration
WP5
Pro
ject
Coo
rdin
atio
n &
M
anag
emen
t
Project approach and structure
3. Evaluatie
1. Co-design en voorbereiding 2. Implementatie
P1P2
Large scale
P3
Open Software and Data Ecosystem
WP1 Trials & App-ontwikkelingLean multi-actor approach
WP4 Ontwikkeling Ecosysteem
WP3 Governance en Business Modelling
WP2 IoT- en data-integratie
WP5
Pro
ject
Coö
rdin
atie
&
Man
agem
ent
Project approach and structure
3. Evaluatie
1. Co-design en voorbereiding 2. Implementatie
P1P2
Large scale
P3
Pull -push Pull -push
Pull -push
Minimum Viable Product: a product with just enough features to gather validated learning about the product
and its continued development
Eight trials
1. Farm-specific norms and sustainability data fo benchmarking
2. Common farmer’s authorization system 3. Improving quality, transparancy and planning for
beef production 4. Big Data analyse service for benchmarking5. Sustainability dashboard for farmers and auditors for
compliance data6. Diminishing administrative burden and risk analysis7. Data-sharing strategy for contractors8. Financial data and sustainable soil management
Thank you for your attention
Questions?
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