Learning Curves

When asked what technology challenges are facing retailers for the New Year, precision agriculture equipment and software companies came up with no less than a baker’s dozen, covering everything from iron to data to people.

For one, there’s still uneasiness among retailers and growers about the “technical persona” presented by precision ag, notes Jason Lenhardt, product marketing manager with AGCO Global Technologies in North America.

In many cases, companies are striving to keep it simple because growers and retailers cannot “spend hours and days learning how to operate their software applications when the window to plant, spray, or harvest is so small,” says Emily Harringa, communications specialist with John Deere Ag Management Solutions.

Cost is also a challenge — but it is being overcome. “Many farmers who abandoned experimenting with precision farming techniques 8 to 10 years ago or earlier are revisiting the practice because of affordable GPS-driven precision steering systems,” says Michael Helling, manager – flow controls, Trimble.

Top Five Trends

Besides challenges, here’s some good news:

1) Huge autosteer gains.

By far the trend mentioned most often was an increase in use of autosteer technology. “Expect an explosive adoption rate for automatic steering as producers discover the benefits and incredible return on investment,” says Rick Heiniger, president of Hemisphere GPS. “This will, in turn, trigger even higher expectations on applicators. Automatic steering is an absolute requirement for applicators from 2007 going forward.”

In fact, automated and assisted steering is helping alleviate labor shortages in many areas, says Helling. “A few minutes training of an unskilled operator can produce excellent results with today’s easy-to-use GPS machine control systems.”

2) More multi-tasking equipment and controls.

On Rigs. “Customers are looking for multi-functional equipment, be it applicators that can be converted from dry to liquid systems and back, or GPS systems that can be moved from one machine to another,” says AGCO’s Lenhardt. “Such modular system design extends the use season for equipment and spreads the investment out across more hours and acres.”

Company reps say rigs will use equipment to apply more variable rates — with multiple products. Also gaining are products that help reduce costs, such as boom section control and planter section control

In Cabs. Dave King, marketing and international business manager with Ag Leader, sees more focus on software that integrates with the hardware. Case in point: Multiple functions can now be controlled with the press of a button, thanks to on-board memory and electrohydraulic control systems, says Lenhardt. A map-based controller can start and stop application, adjust rates, and alert the operator to possible problems.

A single console also monitors machine function, collects data, and allows the operator to make adjustments from the cab. “Consolidating in-cab electronics reduces cab clutter, provides one consistent user interface for multiple operations, and provides the user with less of a learning curve,” says Helling. “All of these translate into savings of time and money.”

3) Higher accuracy GPS

Sub-inch, repeatable GPS signals are becoming more available in some regions. One contributor is the development of RTK (real-time kinematic) networks. Dealers and customers recognize that it is both possible and desirable to share RTK base stations and form user networks to make this technology more accessible and affordable, notes Harringa.

Heiniger says that high levels of accuracy become even more important as more growers continue the switch to specialized-till, strip-till, and controlled traffic practices.

4) Adoption of network standards (ISO11873) and open architecture.

“As companies fully adopt the standards, we will see full interconnectivity between brands and machines,” says Lenhardt. And being able to incorporate precision agriculture on equipment fleets that include different brands and model years allows users to maximize their investments in machinery, emphasizes Deere’s Harringa.

5) Better customer service.

Customer service expectations are growing. A trend mentioned by tech companies was the need to “have staff on board who can effectively sell and support precision agriculture /technology products,” says Ag Leader’s King. “The demand for these products is increasing and dealers need to be prepared to answer their customers’ questions and be able to support the products. If they’re not capable of doing that, the customer will go elsewhere for their precision agriculture needs, which may cause them to go elsewhere for their other product needs as well.”

AGCO’s Lenhardt points out that “the beauty of many of the newer precision technologies is they offer both improved efficiency and enhanced customer service benefits.”

Dave Craft, vice president of marketing for SSI, believes dealers will use the Internet even more for communication, sales, and their own purchases. “E-mail is still king, but providing on-line access to customer account activity and field data is starting to gain a lot of traction.” He also notes that Web services are being used to facilitate e-commerce between retailers and suppliers. “Electronic delivery notices can be sent to the retailer and imported as a bill of lading to save time and ensure better accuracy.”

How about employees at the counter? Consider the trend in increased sophistication of point-of-sale retail systems for ag, utilizing bar codes, touch screen monitors, and integrated credit card payment capabilities for all types of products, says Craft. 

Leave a Reply

Latest News
Crop InputsMarrone Bio Innovations Submits New Bio-Fungicide For E…
February 9, 2016
Marrone Bio Innovations, Inc. (MBI) today announced that it has submitted a new biological fungicide (MBI-110) to EPA. The broad spectrum Read More
Crop InputsWeed Expert: Adding A Second Herbicide Not Always Easy
February 9, 2016
In my last post, I reviewed some recent research that suggests one of the best ways to delay the evolution Read More
Crop InputsGenetic Literacy Project: Farmers Need More Herbicide C…
February 9, 2016
There are two things that I think just about every weed scientist can agree on, writes Andrew Kniss for The Read More
HerbicidesWeed Expert Warns North Dakota Growers Of Coming Herbic…
February 9, 2016
Ford Baldwin painted a bleak picture of weed control at a recent workshop here exploring the future of ag production, Read More
HerbicidesWSSA Announces New, Updated Free Web Resources
February 9, 2016
Today the Weed Science Society of American (WSSA) announced that new and updated educational materials for both weed scientists and Read More
Soybean field
FungicidesFour Arysta Fungicide Formulations Given FIFRA Approval…
February 8, 2016
Arysta LifeScience North America recently announced the issuance of Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA) Section 2(ee) Recommendations for Read More
FungicidesAgri-Fos Systemic Fungicide Plus Receives EPA Registrat…
February 8, 2016
Vivid Life Sciences has announced the EPA registration of Agri-Fos Systemic Fungicide Plus, a highly concentrated active ingredient phosphite fungicide, Read More
Crop InputsBayer Contests EPA’s Decision On Valuable Insecticide F…
February 5, 2016
Crop Science, a division of Bayer, has announced it has refused a request by the Environmental Protection Agency (EPA) to Read More
Wheat Field North Dakota
Seed/BiotechSyngenta Wins Seed Fraud Suit Against South Dakota Grow…
February 5, 2016
Syngenta has obtained a $25,000 settlement from Paul and John Mayclin, Mayclin Farms, Plankinton, SD, in response to their Plant Read More
ManagementOABA Annual Conference Wraps Up In Columbus
February 5, 2016
More than 300 Ohio AgriBusiness Association (OABA) members and industry professionals were on hand to engage in collaborative learning and Read More
Crop InputsBayer To Contest EPA Flubendiamide Decision
February 5, 2016
Crop Science, a division of Bayer, announced today it has refused a request by EPA to voluntarily cancel the uses Read More
Syngenta
Seed/BiotechNot So Fast: ChemChina Syngenta Takeover Could Draw Nat…
February 5, 2016
State-owned China National Chemical Corp. (ChemChina), which plans to buy Swiss seeds and pesticide maker Syngenta, will promptly start preparations Read More
Rendering of Syngenta Seedcare Institute expansion
Seed/BiotechExpansion Of Syngenta’s North America Seedcare In…
February 4, 2016
As demand for seed treatment knowledge and products grows among farmers, retailers and others in the seed industry, Syngenta is Read More
Soybean Field
Industry NewsArysta LifeScience Strengthens Sales Team
February 4, 2016
Arysta LifeScience North America recently announced three new personnel additions: Jake Cook and Peter White are Territory Sales Managers for Read More
Davor Pisk Syngenta COO
Crop InputsSyngenta COO: Why ChemChina Offer Beat Monsanto’s
February 4, 2016
Syngenta Chief Operating Officer Davor Pisk says he is confident the proposed acquisition by ChemChina will ultimately help preserve choice Read More
Young corn plants in soil
Crop InputsKoch Biological Solutions Invests In Pathway Biologic
February 4, 2016
An affiliate of Koch Biological Solutions, LLC has acquired a minority equity position in, and entered into collaboration with, Pathway Read More
Crop InputsABG: China Signs Off On Monsanto’s Roundup Ready …
February 3, 2016
Monsanto Co. on Wednesday announced it plans to launch its Roundup Ready 2 Xtend soybeans in time for the 2016 Read More
Syngenta headquarters in Basel, Switzerland
Crop Inputs6 Things To Know About The ChemChina-Syngenta Deal
February 3, 2016
After months of rumors and speculation, Syngenta has announced that ChemChina has offered to acquire the Swiss-based company. “In making Read More