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Presentation to a brown bag session by Pier Paolo Ficarelli during the ILRI Annual Program Meeting, Addis Ababa, 17 April 2010.
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Mobile-enabled Service Delivery in Livestock Value
ChainsA new competence area for ILRI?
ILRI APM, Addis Abeba 15th-17th April 2010
By: Pier Paolo Ficarelli – Knowldge Management & Information Systems - Asia
Thesis
Premises/Assumptions:
Integrated service provision critical to increase benefits from
livestock keeping and system sustainability
Information/service gap in rural areas can be bridged through
community-based workers.
Thesis:
Enabled - mobile phone is the digital pathway capable of reaching
large number of households and integrating multiple services at a
low cost, while increasing farmers convenience and creating a self-
employment opportunity for youth in rural areas.
What have mobile phones changed in our lives?
Ubiquitous reachability
Social networking
Quick information access
Time and travel savings
The Digital Divide…..
“Mobile phones will drive the final nail into the coffin of the $ 100 laptop and spell the demise of telecentre movement”
(IAALD, 2009)
"The spread of mobile cellular services and technologies has made great strides towards connecting the previously unconnected."
UN, 2009
in India
3.5 billions people world-wide
50 millions in rural Bangladesh
300 millions in rural India
Fastest growth in AfricaUN, IAALD 2009
…….and the Rural Communication Gap
Agricultural Extension in the 21st Century?
Yes!
May be..
info dissemination to farmers
access to information by farmers
farmer-services link
farmer organisation development
technology development
farmer field schools
No!
Multi-media (video photo audio)
e-learning & mobile library
Individual farm data management
Mobile-enabled Agro-Services: Why?
Only 40% of farmer households access information about agricultural
techniques and inputs (India NSS, 2005).
Sources of Agricultural Information for Households
Other Progressive Farmers 16.7%
Input Dealers 13.1%
Radio 13.0%
Television 9.3%
Newspaper 7.0%
Extension Worker 5.7%
Source: NSS, June, 2005 GoI
Mobile-enabled Agro-Services: How?
• See these videos: – www.youtube.com/watch?v=YFvGvr3vzIw– http://lifelines-india.net/lifeline/resources
Lots of Experimentation going on Globally……
Private Sector•ITC E-choupal ( India)•IFFCO-Airtel (India)•TCS-TATA (India)
Public Sector•Global Plant Clinics (Asia Africa S. America)•Virtual Learning Centres (e.g. NAARM- India)•VASAT/Agropedia (ICRISAT)
NGOs/Foundations• Info-lady - Bangladesh•Village Knowledge Centers (MSSFRF- India)•CTA (Africa)
Mobile-enabled Agro-Services: System Components
• CGIAR• ILRI• Mega-
programme
Information Organisation
• SAUs• NARS
Information Platform
• Connected producers
• Self-help groups
User Community
Mobile-enabled Agro-Services : Key Challenges
Relevance Trust
Mobile-enabled Agro-Services: Lessons Learnt
Embedded in market oriented initiatives
Involving the private
sector
Economically viable
Nested in an organisation at local level
Mobile-based Agro-Services: Business Model
Intermediary Agency Agro-business /Social Enterprise
Districts
Implementing Organisation (NGO/Foundations)
ILRI project/CGIAR Mega Programme
Village – based workers for integrated service delivery
Public/Private Service Providers/Marketing
Agents
Connected Producers
Self-help groups
Mobile Service ProvidersPPP/Partnership
Service contract
Info-Service Package
Linkages &
Services
Seed Funding
Subscriptions to service
package
Facilita-tion
Mobile-enabled Livestock Info- Service Package
Free Services Paid Services
Daily voice info-messages/day Mobile contract (SIM Card)
Q&A services Basic animal health (treatments and drugs)
Linkages with service providers Sampling/I.A.
Vaccinations campaigns Diagnostic visits
Bulk orders/produce aggregation Printed info material
………….. ……………
Self-employment and off-farm income opportunities in rural area!
Mobile-enabled Livestock Services:Why should ILRI engage?
Smarter farming = knowledge intensive+speed+customised
Digitally-packaged livestock information scanty
Integrated service delivery critical in livestock value chains
New dissemination path of project results at farmer level
Further support service offered by ILRI in the new CGIAR
Mobile-enabled Livestock Services: Partners
APAARI (Asia)
CTA (Africa)
ILRI Livestock Value Chain Projects
CABI Int.
Mobile phone service providersAgricultural input suppliers
Partner National NGOs
Private IT service providers
Local facilitators/coordinators
ITC rural kiosk Sanchalak
Gopal/Vet.scouts initiatives
Livestock associations
Dairy co-op
Self -help groups
Mobile-enabled Livestock-Services: Budget
$ 250.000 over 3 years for 100 village info-service providers
linking 500-1000 farmers each!
Thank You for your Attention!