Interesting article in the HBR on which industries are the most digital and how on a relative basis different industry groups have embraced digitization. It probably isn't a surprise to anyone in agriculture, that it sits at the bottom of the list. Silicon Valley continues to promise phenomenal gains to farmers embracing technology with huge ROIs to be reaped.
We think helping the farm get digital will have incredible, transformational rewards. However, the barrier right now is still a bit on the side of product integration. As we always say, "Farmers want to Farm," so all the more importance on a full-service model that takes the integration responsibility away from the farmer. If things are easy to implement, folks are going to give productivity increases a try...if the system is complicated, well then you have lost everyone.
Our focus on providing a full service integration imagery solution has been central to our product offering. Companies working in Ag Tech need to realize that they need to have two things to help farmers: 1) a product with a demonstrable ROI and 2) something that is solving more problems than are being created.
If companies pushing digital solutions to agriculture are willing to work with growers on integration issues, there should be definitive improvements in adoption rates which should be followed by marketable improvements in efficiency.