The Simple Technology Life

By their nature, technological advances usually have a pretty rapid acceptance curve within society. That is, of course, providing they are simple enough to use and improve upon the traditional ways of doing things.

But there are exceptions to this rule. Remember the Concorde? For better than 30 years, this supersonic jet gave international travelers the option to cut their travel times across the globe by 60% (crossing the Atlantic Ocean, for example, in four hours vs. 10). However, higher ticket prices kept this form travel from ever catching on.

Precision ag has kind of been living life like the Concorde. Although the various technologies that make up this part of the business have been around since the mid-1990s, their acceptance curve among users has remained fairly flat for the past decade (hovering around 60%, according to numerous CropLife®/Purdue University Precision Ag user adoption surveys conducted during the 2000s).

According to most of these respondents, everyone in agriculture loves the promise of what precision ag can accomplish for their businesses, but the extra time and money being spent on collecting/examining this data has not been easy. Dr. John Fulton, associate professor/Extension specialist for the Biosystems Engineering Department at Auburn University, pointed this problem out at a recent industry event, saying that most of the precision ag data currently collected by users “is all left on the machine” until it is physically transferred to a computer for examination.

“We’ve spent 20 years getting data to agricultural users,” said Fulton. “But now, we are finally on the cusp of them to use it properly.”

This cusp he is talking about ties back to the rapid expansion of smartphones and tablet devices such as the iPad into daily life. Today, users have the ability to rapidly find and share information across these devices in the blink of a wireless eye. As a result, they are expecting all their agricultural technologies to share in this ability.

“Automatic wireless data transfer is the No. 1 request from precision ag users right now,” said Fulton. “Data will be the key to grower-customers profitability going forward. They want software with a preference for Web-based viewing.”

The reason for this is simple, he added: Technology will be one of the most important tools for agriculture to help feed the world’s growing population in the coming decades. “Technology will have the greatest impact on agriculture and drive its ability to meet the new production demands,” said Fulton. “And precision ag technology will contribute 30% of this production growth, ranking in importance only behind biotechnology advances.”

And this new day is coming. At a recent John Deere event, the company announced plans for wireless data transfer to be available for its machines starting next spring. “The ability to integrate more technology, but that is easier to use, is where we want to make our investments,” said Luke Gakstatter, vice president of sales and marketing, Agriculture & Turf Divisions, U.S. and Canada.

No one denies the promise of what precision ag technology can potentially do for the marketplace. Now, it looks as if the ease-of-use factor that has been missing in many sectors will finally become a reality.

Leave a Reply

One comment on “The Simple Technology Life

Eric Sfiligoj Stories

Corn Field
Eric SfiligojFacing Ag Industry Challenges
September 26, 2016
At the 2016 annual Mid America CropLife Association (MACA) meeting in September, a pair of crop protection company representatives discussed Read More
Potash Agrium
Eric SfiligojBig Fertilizer Merger In The Works
September 12, 2016
If you are a fan of consolidation in agriculture, 2016 has been a banner year so far. Not only are Read More
Eric SfiligojThis Column Is Terrible
September 6, 2016
Does the negative always trump the positive in getting a reader’s attention? It would seem so based upon the evidence. Read More
MAGIE 2015 Overview
Eric SfiligojThe Read From MAGIE
August 29, 2016
As I write this column, I’ve just returned from the annual Midwest AG Industries Exposition (MAGIE) in Bloomington, IL. Being Read More
Trending Articles
Corn Field
Eric SfiligojFacing Ag Industry Challenges
September 26, 2016
At the 2016 annual Mid America CropLife Association (MACA) meeting in September, a pair of crop protection company representatives discussed Read More
Bayer Monsanto
Crop InputsBayer-Monsanto Mega-Merger: 6 Things You Need To Know
September 14, 2016
Mega mergers have become almost routine in the agricultural industry. Right on the heels of Monday’s news that fertilizer giants Potash Read More
Potash Corp Agrium
Crop InputsAgrium, Potash Corp To Merge To Create $36 Billion Company
September 12, 2016
Canada’s Agrium Inc. and Potash Corp of Saskatchewan Inc. have agreed to combine in a deal that would create a Read More
Osage Co-op Elevator Osage, IA Finished Building
OpinionAre We Crazy?
September 8, 2016
At some point in the first few months of my employment here at CropLife® magazine, I started getting curious about Read More
ManagementMAGIE 2016 Highlights and Deere Anti-Trust
September 1, 2016
CropLife Editor Eric Sfiligoj discusses the recent Midwest AG Industries Exposition and the Department of Justice’s objection to John Deere Read More
ASMARK 2016 Retailers Live! Tour - CPS
CropLife 100CPS Acquires Texas Retail Operation
August 23, 2016
Crop Production Services (CPS) has acquired the assets of Larry’s Chemical and Spray, Inc., for an undisclosed amount in an Read More
Latest News
ManagementThoughts on CropLife America and the PSM Appeal
September 29, 2016
Editors Paul Schrimpf and Eric Sfiligoj talk about the recent CropLife America annual meeting and the successful appeal of the Read More
Corn Field
Industry NewsMarrone Bio Innovations’ SVP And Chief Sustainability O…
September 29, 2016
Marrone Bio Innovations, Inc., a leading provider of effective and environmentally responsible pest management and plant health products, announced today Read More
Young Corn Field
StewardshipStudy: Ohio Farmers Doing ‘A Good Job Of Managing…
September 27, 2016
Leaders from Ohio’s largest grain farming organizations announced today that Ohio farmers are doing their part in effectively managing phosphorus Read More
Growmark FS Outlet
Industry NewsGROWMARK To Purchase Suncor’s Share Of UPI
September 26, 2016
GROWMARK and Suncor have reached an agreement in which GROWMARK will purchase Suncor’s 50% interest in UPI, Inc. in Ontario, Read More
Corn Field
Eric SfiligojFacing Ag Industry Challenges
September 26, 2016
At the 2016 annual Mid America CropLife Association (MACA) meeting in September, a pair of crop protection company representatives discussed Read More
Syngenta Seedcare Institute
Seed/BiotechSyngenta Opens New North America Seedcare Institute In …
September 23, 2016
Syngenta unveiled its new Seedcare Institute in Stanton, MN, during a recent grand opening celebration. More than 150 industry leaders, Read More
StewardshipMonsanto Invests $1.6 Million In System To Quantify Gre…
September 23, 2016
The USDA – Natural Resources Conservation Service (USDA-NRCS) recently awarded the National Corn Growers Association (NCGA) and its Soil Health Read More
Pipe rack
LegislationCourt Sides With Ag Retailers On PSM
September 23, 2016
The D.C. Court of Appeals has ruled the Occupational Safety and Health Administration violated the Occupational Safety and Health Act when Read More
ManagementPacific Coast Fertilizer Announces Interest In Longview…
September 22, 2016
Pacific Coast Fertilizer LP (PCF) announced at the Cowlitz Economic Development Council board of directors meeting its interest in developing Read More
Young corn plants in soil
UncategorizedCool Planet Raises Additional $9 Million To Commerciali…
September 22, 2016
Cool Planet has announced the first close of a new financing round to commercialize the company’s Cool Terra Engineered Biocarbon Read More
Crop InputsJim Loar Promoted To President And CEO Of Cool Planet
September 22, 2016
In a move that reflects and reinforces the company’s commitment to the agricultural market, the Cool Planet board of directors Read More
BlendersNorth Dakota Coop Debuts Dry Fertilizer Plant
September 22, 2016
North Central Grain Cooperative has begun operations at a new dry fertilizer plant at its Rolla, ND, site. It is Read More
Crop InputsMonsanto, Bayer Officials Defend Proposed $66 Billion M…
September 21, 2016
Top officials for Monsanto and Bayer defended their proposed $66 billion merger before skeptical senators on Tuesday, insisting that the Read More
ManagementUpcoming Shows & Recent Events
September 19, 2016
Editors Paul Schrimpf and Eric Sfiligoj talk about upcoming trade shows and events and review the Mid America CropLife Association Read More
Industry NewsVerdesian Life Sciences Appoints New CEO
September 19, 2016
Verdesian Life Sciences, a plant health and nutrition company, today announced that its board of directors has named Kenneth M. Avery Read More
Corn
Crop InputsEPA Settles With Syngenta For Alleged Multi-Regional Pe…
September 19, 2016
The U.S. EPA has announced a multi-region settlement with Syngenta Crop Protection, LLC (Syngenta) in Greensboro, NC, for alleged violations of Read More
ManagementMerger Mania
September 16, 2016
Editors Paul Schrimpf and Eric Sfiligoj discuss this week’s mega-ag mergers of Bayer and Monsanto and Potash and Agrium. Read More
Monsanto sign
Crop InputsMonsanto Ends Up Being A Bargain For Bayer
September 16, 2016
History will say Bayer got a bargain in its $66 billion purchase of Monsanto, writes David Nicklaus, St. Louis Post-Dispatch. The Read More