Brave new communication
Iver ThysenFaculty of Agricultural Sciences
Jens BligårdDanish Agricultural Advisory Service
History and overview
DanishAgricultural
Advisory Centre
Faculty ofAgriculturalSciences
PlanteInfo
IntegratedFarm
Management
Internet
DOS / Windows1980 1990 2000 2010
AgroInfo
farmer.dk
apps.online
PlanteInfoSMS, mobile
Mobile
apps.onlinePDA
Veg. & Fruit IT
farmer.dk
Usage
82% of Danish farmers have Internet Mostly ADSL 98% of farmers with +150 ha have Internet
5-10% of farmers use agricultural ICT frequently and actively
however
however
Crop advisers use ICT intensively and disseminate the information
A technology searching for users?
Utility
Technology costs
The future
Society pressure: Environmental concern Market pressure: Documentation and quality Farming pressure: Management of large farms
Automatization of data recording and data management
Designing ICT for today’s farm management Environmental regulation by rewarding good
behaviour instead of punishing bad behaviour – win-win instead of loose-loose
Thank you for listening..
