Options and Strategies for ICT in EAS
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The document outlines the use of various information and communication technology (ICT) tools in agricultural extension services, highlighting communication methods like voice, text, images, and videos. It emphasizes the need for a strategic approach to ICT implementation that is audience-focused and addresses farmers' needs while ensuring credibility and quality of information. Additionally, challenges such as internet access and the digital divide must be considered, alongside opportunities for collaboration and public-private partnerships.
Options and Strategies for ICT in EAS
- 1. Options for Information and Communication Technology (ICT) within Agricultural Extension Services Andrea Bohn University of Illinois at Urbana Champaign MEAS Project October 2, 2014 MEAS RELASER Institute
- 2. Various communication tools, various devices Communication TOOLS such as - voice/sound, text, images, videos On DEVICES such as: - radio, - screens, projectors, television … - cell phones, - computers which allow access to the internet (PCs, laptops, tablets, smart phones)
- 3. Examples of COMMUNICATION Tools 1. Text – brochures, fact sheets, posters, on the internet, SMS, … 2. Voice - Cell phone (automated or in person), Radio (one way or interactive), Talking Books, … 3. Photo 4. Video - on TV, DVD, Smartphone, Internet, Projector…
- 4. Ejemplos del grupo – Radio • Emisores locales (Costa Rica) • AMARC – Entrevistas • CC Nicaragua – avisos, dramas, entrevistas • Dramas sobre “Super Q” (Quinoa) (Peru) • INTA Peru: radio y programa TV • Charlas technicos en café (Honduras) • Radio TGW – MF Tecnica Extension (Guatemala) • Radio El Espectator • Radio San Gabriel (Bolivia) • Radio communitarias – Sur de Mexico • Nuevos Horizontes (Illinois)
- 5. Ejemplos del grupo – Moviles • Precios, mercados, mensajes tecnologia • Monitoreo de las etapas Fenologias de los cultivos, plagas y enfermedadas y proviosticos de Losecha (Guatemala) • Alerza para control de Tizon en Papa (INIA) segun condiciones de T y H • Servicios info climaticos • Celo Agronet (Colombia)
- 6. Ejemplos del grupo – Video Peru • INIA • Facultad Agronomia Costa Rica • Agroactivo TV Nicaragua • Funiagro TV (tambien a YouTube) Colombia • TV AGRO • El Professor Yaromo • Boletin del Consumidor Bolivia • Video (Café), Aspagro Republica Dominicana • Departamento de Informacion y Communicaticion del Min.de Agricultura Mexico • INCA SAGRAPA • para productores, sujetos de attencion
- 7. Ejemplos del grupo – Internet Colombia • www.siembra.gov.co • www.agronet.gov.co • Youth developing apps for smartphones Peru • INIA Biblioteca virtual Bolivia • INIAF cursa distancia Mexico • SIV – INCA – SAGARPA formación, seguirimento y video conferencias, evaluación, curso de formación a Distancia
- 8. Ejemplos del grupo – Internet Colombia • www.siembra.gov.co • www.agronet.gov.co Ecuador: • SEAL (?) • www.siragro.gob.ec (?) Costa Rica • Infoagro, Platicar Guatemala • Google Groups Republica Dominicana Facebook Grupo del Depto. de Extension USA: • http://foodmarketmaker.com • http://www.farmdoc.illinois.edu Challenges: - Connectivty, countrywide, good access to internet - Equipos - Difficult to use by uneducated people - Design so to obtain feedback from users - Make sure the content is accurate, good quality, up to date.
- 9. Communication – In what direction? 1. “Push” – Radio or TV show, SMS / automated voice message – Price, weather, treatment recommendations, pest alerts, … 2. “Pull” - Voice, video, text - Access information via internet, phone - Internet platforms, repositories, knowledge banks 3. Interactive, participatory - Radio! - Video (in making, in showing) - Social media (facebook, twitter, - eXtension (USA, Philippines, …), Market Maker - blogs, community of practice, e-discussions, webinar
- 10. Types of Information to be Communicated: From most simple to very complex: • data (information, e.g., market prices, weather reports, pest outbreak alerts) • knowledge (simple skills) • training (advanced skills and techniques) • education (where use of information requires critical thinking)
- 11. Examples of Applications Can be accessed at: www.meas-extension.org/resources/ict
- 12. ICT4D, ICT4Ag, ICT for Extension ICT for Develop-ment ICT for Agriculture ICT for Extension
- 13. Options for ICT? Functions of Extension! • provide mass advisories • raise general awareness of opportunities • link farmers to markets, market oriented advice • provide technical information, demonstrate or train • diagnose problems and recommend solutions • respond to questions raised by clients • assist with business planning • facilitate access to credit and inputs • conduct surveys, enumeration, M&E Bell, Payne and Bohn (2011)
- 14. ICT Options in Relation to Extension Functions Information and Communication Technology, Devices and Tools Extension Function Radio Videos and TV Mobile Phones (text, voice) Smart Devices and Apps Computer, Internet tools Link farmers to markets Price reports Access to price information (call in, subscriptions) Can bring potential buyers and producers together; access price information Can bring potential buyers and producers together; price info. Raise (general) awareness of opportunities Very good Visuals are usually very helpful as “seeing is believing” Good option for intermediaries to seek information Good option for intermediaries to seek information Provide technical information; demonstrate, or train Some potential – but limited information delivered Visuals are usually very helpful as “seeing is believing” Some potential if farmers can call or text in and sufficient expertise is available Additional potential to a simple cell phone as it enables web access and plays videos well. Good option for intermediaries to seek information Diagnose problems and recommend solution Some potential if dealing with general problems Some potential if farmers can call or text in and sufficient expertise is available Additional potential to a simple cell phone as it enables web access. Special diagnostics “apps” are already available. Good, comprehensive tools are available Respond to follow up questions raised by clients Good if producers can call or text in and sufficient expertise is available Some potential if farmers can call or text in and sufficient expertise is available Good option for intermediaries to seek information (if optimized for smart devices) Good option for intermediaries to seek information Provide mass advisories Excellent option Excellent option Is an option if users are registered to receive such messages (SMS) Is an option if users are registered to receive such messages (SMS, email) Is an option if users are registered to receive such messages (email) Facilitate access to credit and inputs Mobile banking; negotiate directly with input suppliers Mobile/Online banking Online banking Assist with business planning Simple farm management “apps”; record keeping Farm management tools; record keeping Conduct surveys, M&E, enumerations Some options exist Many new tools and options, incl. GPS tracking Source: Adapted from Mark Bell, Andrea Bohn and Judith Payne, 2011
- 15. Temptation to put the cart in front of the horse … - Committing to a tool or application before under-standing the needs and abilities of the audience/users Source: http://www.metronetiq.com/archives/2008/06/putting_the_car.html (farmers, intermediaries) and contributors - Filling the “cart” with content before knowing where the journey is going to - In-house technology and content development vs. collaboration and building on what is already there - A solution in search of a problem? It is easy to get very excited about certain ICT applications (the cart and its content) but on its own (and in front of the cart) this will go nowhere.
- 16. ICT Strategy, Design, Implementation 1. What is the need or problem ICT is supposed to help solve? 2. Who is the primary audience: farmer or extension staff (i.e., intermediaries)? 3. How is the audience accessing information now? 4. What are trusted sources of information? Build on existing resources and pathways! The information provided must be RELEVANT, TRUSTWORTHY, RELIABLE, ACTIONABLE, LOCALIZED
- 17. Extension Flow Diagram 1. Audience and Needs 2. Solution(s) 3. Core message (Technology) 5. Evaluation 4. Message form and delivery © 2009 Mark Bell and Paul Marcotte Who is doing what already? In the future?
- 18. ICT Strategy, Design, Implementation 1. Who is doing what? • Map out the existing ICT ecosystem and options to integrate ICT components in the process. • Need to be aware of and leverage other service providers / projects / organizations active in the area. • Know who is doing what both in-house and in the project area. • What are the existing ICT facilities like? How can other actors be engaged? Opportunities for public-private-partnerships? We conducted background research and held stakeholder workshop in early December 2012 along with field visits in Jessore region (Report available at http://www.meas-extension.org/meas-offers/country_studies/country-overview/bangladesh
- 19. ICT Strategy, Design, Implementation 2. Audience and needs. What are the problems, priority needs, interests and opportunities of the clients (e.g., farmers) to be addressed via ICT? Project implementers still struggling with answering that question! MEAS conducted, through Access Agriculture, participatory video and script writing trainings Eye opening experience!
- 20. Understanding the Need (Demand Analysis) Awareness and Willingness Farmer Social Behavior, Gender, Crops, Environment, Priorities, etc. Incentives & Business Model Technical Status and Readiness Information Flows and Institutes Trust, Acceptability and Credibility
- 21. ICT Strategy, Design, Implementation 3. Solutions. • Need to focus on content, specially the credibility issues. • Network with other organizations, companies, projects. • Where is the credible relevant information to meet these needs? • What information has been tested and validated? • What needs to be tested and validated (and how will this be done?). Project implementers still struggling with this! A real challenge in any country/context! (see annex on Market Maker)
- 22. ICT Strategy, Design, Implementation Future steps 4. Core message. 5. Packaging and delivery. How will information be packaged and delivered (who will be involved?) considering a blend of traditional and new approaches and a range of players? What are the existing ICT facilities / providers / channels doing to deliver services.? Also engage public & other extension service providers in this process. Complement ICT with traditional methods to show case the successes (like demonstration) in the beginning to start with and build confidence at ground level. Take into account: literacy, gender, access, … 6. Evaluation. How will all steps of the process be evaluated for improvement of both the message and the delivery mechanisms?
- 23. Strategy: Audience Centric WHO is the audience? • Extension agents and/or farmers or other actors in the value chain? • What types of farmers? Truly understand the audience’ NEEDS • How are those needs met now? • Prioritization AND Can you provide the needed information? • And note: information may be necessary but not sufficient Assess the audience’s CHARACTERISTICS and design accordingly • Education, literacy level, language • Existing knowledge and skill level • Gender aspects • Ability and willingness to pay (for devices, electricity, fees, putting into action) How well integrated with MARKETS is the audience? • And does it matter? implications for business model
- 24. Understanding the Need (Demand Analysis) Awareness and Willingness Farmer Social Behavior, Gender, Crops, Environment, Priorities, etc. Incentives & Business Model Technical Status and Readiness Information Flows and Institutes Trust, Acceptability and Credibility By Shahid Akbar, BIID
- 25. Analyzing Existing ICT & Extension And Expected Future Scenario (Supply Analysis) Mapping existing services, providers & roles Understand the success factors & causes of failure Identify the incentives (Business Case) Capacity of extension dept. & research institutes Quality and validation of content • Need based & trust worthy quality content • Packaging (Tool, low cost, access & availability) • Market driven and branded services • Policy and environment friendliness Expected Future Scenario
- 26. Assessing the Capacity Service Recipients (audiences) • Farmers: Access, Awareness, Benefits/Results, Skills • Extension agents (public, private): Access to technology, Awareness, Skills, Marketing, Demonstration, Incentives Service Providers (senders) • Institutional: Policy & Resources of Government, Research organizations, NGO’s, Private Sectors to adopt new technology • HR: Awareness, Willingness and Understanding Policy And Regulatory Environment
- 27. Service Development and Delivery Localization and customization Validation of content and quality Update mechanism and incentives User-friendliness of service delivery (cost & technology) Demonstration of impact and sharing success cases Feedback mechanism and development
- 28. Will ICT replace extension staff?
- 29. Will ICTs replace Extension Staff? Unlikely! - Through ICT farmers can access information extension staff typically don’t even have (prices, weather) - Will free up extension staff to focus on role of facilitation, advocacy, - Will enable intermediaries (extension staff) more easily / quickly access information and respond to farmers’ questions - Aim for integration of ICT into a holistic approach that includes face:face interaction (e.g., Digital Green/India, Community Knowledge Workers/Uganda) - There are ICT tools that can be used for continued staff training - Huge potential for improving INTERNAL processes (communication, performance management, reporting, etc. )
- 30. ICT – Improving Communication to help staff be more efficient, effective, productive – EXAMPLES 1. Email 2. Instant messaging, Google hang out, Facebook 3. Low cost calls, group calls, text messaging : Skype, Viber, Gmail, Facebook 4. Virtual meetings: Go-To-Meeting, Adobe Connect, Google groups 5. E-Discussions, Webinars: e.g., Adobe … 6. Online training 7. File sharing: Dropbox, Google Docs 8. Information and Data management (via Cloud) 9. Task coordination (e.g., Wunderlist)
- 31. Key Statement about ICT in Extension “Information and communication tools such as cell phones, the internet, radio, and television can dramatically improve farmers’ and intermediaries’ access to information relevant for rural households, production agriculture, and agribusinesses. The tools can be used to raise awareness or to provide specific information in response to questions about agricultural technologies, markets, prices, etc. As such these tools are just a part of the extension process and are most effective if combined with established good extension practice.
- 32. Key Statement about ICT in Extension For extension in general and for ICT in particular to be effective, the service has to be client focused and needs driven, providing credible content and a relevant as well as actionable message through a trusted messenger. Furthermore, access to information is just part of the formula for success. Farmers have to see sufficient evidence that they are convinced to turn the new information received into 1) a willingness to test the approach, and then 2) if the test is successful, adopt. Success of an IC tool or approach therefore also depends on availability of required inputs, sufficient knowledge to test and use those inputs appropriately, and access to markets for farmers to profitably sell their products.” Mark Bell, 2012
- 33. Information is not enough Many factors contribute to adoption of improved practices, which is what we are ultimately interested in!
- 34. Business Model - Some thoughts on costs - Fixed vs. variable costs, development of each over time - Consider low cost and open source tools (good can be good enough) - Cost of obtaining/generating the information - The kind of information needed may not be as readily available in the public domain as expected - Sharing costs, resources and learning - Avoid creating the technology from scratch. - From scratch is expensive, may repeat mistakes, may not be using best practices - Build on what is there - But coming up with something entirely new is also valuable - Allocate budget for marketing / promotion
- 35. Business Model Revenue stream - Not sustainable if project driven and donor dependent - Audience may or may not be the ones paying for the service - Due to public goods nature of some of the services and the kind of clients being served sustained public funding is justified Lots of failed pilots?! - Due to project funded nature of the service? - Not every start up is successful - Competition is good for business and innovation
- 36. Scalability Are there economies of scale and scope? What scale (defined as number of users, area covered, share of all potential users, …) is necessary to make the business viable in the long term? Design for scalability Scalability is limited by: • Extend to which information needs to be localized and customized and whether that can be automated (e.g., easy for weather, difficult for diagnostics) • degree of segmentation of the audience / size of the ‘homogenous’ population, • IT Infrastructure • Need for integration with other services (e.g., face:face interaction, demonstrations, …)
- 37. Annex The 80:20 Rule Success in ICT depends to 20 % on technological factors, to 80% it depends on social factors/ social interaction. Source: Darlene Knipe and Richard Warner, University of Illinois, 2013 (personal communication) Following slides: learning from E-Krishok (BIID) E-Afghan Ag (UC Davis, USDA funded) Market Maker (University of Illinois Cooperative Extension, implemented in growing number of States)
- 38. E-Afghan Ag • “Provide credible, relevant information to those helping farmers in Afghanistan.” www.eafghanag.ucdavis.edu
- 39. Lessons learned from e-Afghan Ag Keys to success Be demand-driven (clarity of audience and needs) Provide credible information - draw on a range of credible knowledgeable sources Draw on contributions from all partners/stakeholders Link to trusted delivery agents Collect feedback Acknowledge sources and contributors
- 40. Lessons learned for Radio (Example: Farm Radio Malawi) Lessons learned in radio and ICT in extension advisory services have contributed to reforms like: • through the introduction of SMS alerts that we used in the radio campaigns to remind farmers about the incoming broadcast and also use the same to re-inforce messages as SMS tips; the mobile phone companies have embraced that and soon AIRTEL is about to launch large scale farmer tips for sale. • through our radio campaigns approach, we have influenced radio stations to embrace participatory processes in ensuring that the audience directs the content-the demand driven approach unlike the broadcasters being the 'master' of delivering the message which the audience may not want • through our feedback mechanisms, radio stations have started investing in research to know the reach and impact of their broadcasts unlike in the past when they were only concerned about the airing of broadcasts but now they are thinking more of impact since that is what will bring business to them through advertisers • the value chain approach we have pioneered in radio extension services is proving to be a very good business model because unlike delivering extension as a public good, other actors in the business sector are able to advertise and invest in quality message delivery since that affects their businesses • for the 1st time in 2012, PANNAR seed company decided to invest in message delivery about hybrid seeds beyond just marketing adverts because they understood from our model that increased knowledge about adoption of hybrid maize was only good enough if supported by good agronomic practices. “ Rex Chapota, October 2013
- 41. Lessons learned from Market Maker, www.foodmarketmaker.com The Five Conditions of Collective Impact Backbone Support * Creating and managing collective impact requires a separate organization(s) with staff and a specific set of skills to serve as the backbone for the entire initiative and coordinate participating organizations and agencies. Common Agenda All participants have a shared vision for change including a common understanding of the problem and a joint approach to solving it through agreed upon actions. Shared Measurement Collecting data and measuring results consistently across all participants ensures efforts remain aligned and participants hold each other accountable. Mutually Reinforcing Activities Participant activities must be differentiated while still being coordinated through a mutually reinforcing plan of action. Continuous Communication Consistent and open communication is needed across the many players to build trust, assure mutual objectives, and create common motivation. Richard Warner, University of Illinois for MEAS Summer Institute, on May 31, 2013
- 42. Lessons learned from Market Maker, www.foodmarketmaker.com Subsequent research by University of Illinois’ Market Maker has confirmed that backbone organizations serve six essential functions: 1) Providing overall strategic direction; 2) Facilitating dialogue between partners; 3) Managing data collection and analysis; 4) Handling communications; 5) Coordinating community outreach; and 6) Mobilizing funding. Richard Warner, University of Illinois for MEAS Summer Institute, on May 31, 2013
- 43. e-Krishok: An initiative of BIID Inclusive Business Concept (Service & technology adoption, Scaling up) Innovation, Strategy and Business Model (Envisioning the future market of ICT in Agriculture)
- 44. e-Krishok: An ICT enabled service Mobilizing and awareness building Problem specific consultation - Recognition of info-centers as source of info and advice - Trial of services by member farmers - A critical mass of benefited farmers Backend support services like content, promotion, marketing BIID has been facilitating proper usage of the first and only (as of now) private sector driven provision info bank (www.ekrishok.com) of agriculture related information and knowledge. Based on the experiences of piloting in 10 locations in 2008, BIID is now expanding the service as ‘e-Krishok’ nationwide to induce trial of agricultural extension and market linkage service. BIID now introduced short code 16250 to offer voice & SMS service BP = Business Promoters
- 45. Resources on ICT for Agriculture and Extension MEAS • www.measict.weebly.com • www.meas-extension.org/resources/ict ICT in Agriculture: www.ictinagriculture.org/ictinag/ Sponsored by the Agricultural and Rural Development unit of the World Bank ICT for Ag Online Community: https://communities.usaidallnet.gov/ictforag The e-Agriculture Community: www.e-agriculture.org e-Agriculture is a global Community of Practice, where people from all over the world exchange information, ideas, and resources related to the use of information and communication technologies (ICT) for sustainable agriculture and rural development. ICT Update by CTA: http://ictupdate.cta.int/en Look into the many archived issues (come out on a bi-monthly basis) at http://ictupdate.cta.int/en/Issues/(issue)/69 USAID: www.ICTforAG.org
- 46. Terms of Use: © A. Bohn and MEAS project. This work is licensed under a Creative Commons Attribution 3.0 Unported License. Users are free: • to Share — to copy, distribute and transmit the work • to Remix — to adapt the work Under the following conditions: • Attribution — Users must attribute the work to the author(s)/institution (but not in any way that suggests that the authors/ institution endorse the user or the user’s use of the work).
- 47. Disclaimer: This presentation was made possible by the generous support of the American people through the United States Agency for International Development, USAID. The contents are the responsibility of the author(s) and do not necessarily reflect the views of USAID or the United States Government. www.meas-extension.org
- 48. Communication: Directionality and Frequency • a one-time message? or • a series of messages? • one way? or • back and forth between sender and receiver? • planned for the receiver? or • with the receiver (participatory) from the get-go?
- 49. Strategy Clear objectives! Where is the journey going? Ultimately: Improved decision making and action Feedback loops, continuous learning and adaptation, let audience participate Information must RELEVANT, LOCALIZED, RELIABLE, TRUSTWORTHY, ACTIONABLE How will the audience begin to trust the message? Who is the (perceived) messenger? Is there need for integration with other services?
- 50. The Communications Process: The 1-way “hypodermic needle” model of Communications Sender Message Channel Audience Effect How many times have you heard someone say: “we’ve got to launch a communications campaign to get our message out”?
- 51. The Communications Process: The 1-way “hypodermic needle” model of Communications Sender Message Channel Audience Effect Our farmer audiences are no different. In order for our Extension communications efforts to be successful, we need to turn this around and be more “audience-centric.” We know this is true, but often don’t practice it.
- 52. The Communications Process – Major Lessons Learned: • Always put audiences (farmers) first – Listen to them. They are smart people. Discover what they want to do and what they want to learn. – Discover what gaps exist in their current knowledge. – Discover their preferred methods of communications – Discover whom they trust • Base all plans and actions as an information provider from the point of view of being a helpful, respectful partner in a 2-way communications process. • Farmer audiences will sense the difference and respond accordingly.
Editor's Notes
- #4: Radio Talking Books, cassette recorders Television Cameras, and other recording /play back devices for voice, video, and still images. Cellular Phones simple – voice, text intermediate – voice, text, photo, video smart – voice, text, internet, apps, data collection, GPS, photo, video Computers (desktops, laptops, netbooks, tablets) Tablet PCs (like I-Pad, Microsoft Surface, …) for internet access, utilization of apps, social media, data collection, voice (e.g., skype), text, GPS, online/offline courses/training material, access to and creation of text/presentations/photos or videos, ….
- #11: Type of information to be communicated affects what ICT is used, design, etc. What type of information is needed very much depends on the needs and characteristics (abilities, resources, education, access to inputs, etc.) of the audience(s)?
- #13: ICT 4 Development that is not Ag and not Extension: e.g., in Health, Education, Emergency preparedness and response ICT 4 Ag that is not extension: e.g. warehousing, logistics ICT 4 Extension: Lots of applications not available in developing countries Market Maker – not limited to ag (e.g., jobboard in rural areas) Notice: the borders aren’t always that sharp. Room for flux and interpretation.
- #14: Communication TOOLS such as - voice, text, images, videos On DEVICES such as: - radio, TV, cell phones, computers which allow access to the internet (PCs, laptops, tablets, smart phones)
- #15: The role and potential of ICT in Extension could be approached from various angles, e.g., what specific technologies are being used for what purpose or what type of information is communicated. We choose a matrix approach that shows how various functions of extension service match up with different technology tools. The matrix may seem overwhelming on first sight. It is used here to illustrate that the ICT tool is an end to a means, not an end it itself. It makes sense the modern Information and Communication Technologies should be seen in the context of how well they are suited in the extension function. In italics: particularly good options. In the following slides 1.) Each extension function is described and how ICT may facilitate it 2.) Key principles, and the pro’s and con’s of each tool and examples of specific services or applications for this tool. Note that ICTs are evolving quickly and some of the cons described may be very well be overcome by innovations in the coming years. Source of the Matrix: Adapted from Mark Bell and Judith Payne, 2011, available at http://measict.weebly.com/uploads/3/2/4/3/3243215/extension_and_ict_options.jpg
- #17: client focused and needs driven, providing credible content and a relevant as well as actionable message through a trusted messenger.
- #21: The most important component of Strategic Planning is understanding the need of the farmers. This includes wider range of issues covering social perspective as well as credential of contents. Though mobile phone is penetrating everywhere, but how the farmers are using, will it be the preferred tool to use for extension services?
- #25: The most important component of Strategic Planning is understanding the need of the farmers. This includes wider range of issues covering social perspective as well as credential of contents. Though mobile phone is penetrating everywhere, but how the farmers are using, will it be the prefered tool to use for extension services?
- #26: Thanks to Mark Bell, MEAS Team since this component was discussed a lot during our meetings in Dhaka. The existing extension service and trend of ICT usage will help to frame the future extension services.
- #27: Capacity is another important component to consider while planning to introduce ICT in extension. It covers both demand and supply side as well as the regulatory issues. Its always fancy to talk about all ‘wonderful’ tools but need to check whether the audience is ready to accept that and providers are ready to adopt those. Since the person behind the tool is most important, HR becomes crucial in many ways. We have seen many cases high end solutions with state of the art technology is available but due to the required HR, the service can’t be delivered. Bangladesh: All extension offices at the district level may have computers, internet and also computer operator, but still most of the data (like weather data, market price etc.) is transmitted over phone or in document (word or excel) format. At national level, most of the senior people are not aware and comfortable to use ICT so no initiatives are taken to develop an application and ensure use of ICT.
- #31: This workshop is an important step towards building a joint vision for agriculture in Iraq, especially the vision for extension. HSAD, including UCON, is there to help harmonize and strengthening agriculture in Iraq. We can bring in some ideas, coach the process, and provide some resources but this has to be driven by organizations and people in Iraq. Frist and foremost the ministries (in Baghdad and KRG), but also the universities, the private sector, and not least the farmers themselves.
- #32: Mark Bell, 2012 - citation from the MEAS generated support documents for the G8 / New Alliance Expert Consultation on ICT for Extension
- #33: Mark Bell, 2012 - citation from the MEAS generated support documents for the G8 / New Alliance Expert Consultation on ICT for Extension
- #34: Source: Mark Bell, University of California at Davis
- #35: Game Changers: EDUCATION (of farmers, field agents) INTERNET
- #36: Game Changers: EDUCATION (of farmers, field agents) INTERNET
- #42: *Backbone Support: e.g., the services provided by Market Maker staff at University of Illinois and by support staff for Market Maker at state level
- #44: BIID initiated the concept and developed the business model for e-Krishok. In 2008, BIID partnered with Katalyst, Grameen Phone & ACI to introduce the service targeting approx. 5,000 farmers and by 2012 the membership grows up to 200,000 farmers. Critical success factor was adoption of feedbacks on services (inclusion, remove, update) and new technologies (Call Back service). With the new service propositions through all telecom operators and other partners, new target set to serve 1.0 Million farmers within 2013 and 3.0 Million by 2014 (including 1.0 Million e-Krishok members) by using mobile phone and expand the services from extension to marketing, crop insurance to Extension Process Outsourcing (EPO) etc.. Now government institutions like DAE among many other organizations also partnered with BIID.
- #45: e-Krishok meant (e-Farmer) an initiative of Bangladesh Institute of ICT in Development (BIID) and now emerging as an end-2-end solution for the farmers ranging from extension to marketing. Use the following checklist to rate your tool or website. Site or Tool considerations 1. Audience and Focus? Is there clarity of audience and what information they need? 2. Why this site? Is this site needed (do similar or better site(s) already exist)? Are there good incentives to use the system? 3. Demand driven Is there a mechanism to ensure audience needs are clearly identified and that the audience can access and use information delivered? 4. Credibility Is the information from a credible tested source? Is information valid under the conditions of the users? 5. Application and feedback Is the project linked to those people using the information and can they provide feedback on content, format and ease of use? Are messages developed to be clear, simple, practical and doable. 6. Accuracy Is there a mechanism to ensure information correct (and links are active)? 7. User conditions? Does the technology match with the access options of the users? Is material available in the forms needed (e.g., written, CD/DVD and/or web) 8. Added value? Does the product add value to information already available? Does it make it easier for people to access and apply? 9. Site structure Is site structure simple and intuitive – with a search option. 10. Site links. Is there a mechanism to regularly check and ensure links are active. (Broken links quickly reduce site credibility.) Project considerations 1. Responsiveness Are developers open to feedback? Do they listen, evaluate and then respond to improve the system? 2. Acknowledge Are contributors to the site clearly acknowledged (This builds support and willingness to contribute 3. Project driver? Is there someone passionate about the project, who is committed to making sure it succeeds. What happens if that person leaves? 4. Sustainability? Does the project have support from institute or organization management with a vision for longer term management? How will the project be maintained, updated and sustained?
- #49: back and forth: can be via different channels – e.g., calling in/sending SMS to radio show) Participatory: