1. A A R H U S U N I V E R S I T E T Faculty of Agricultural Sciences Brave new communication Iver Thysen Faculty of Agricultural Sciences Jens Bligård Danish Agricultural Advisory Service

2. History and overview Danish Agricultural Advisory Centre Faculty of Agricultural Sciences PlanteInfo Integrated Farm Management Internet DOS / Windows 1980 199020002010 AgroInfo farmer.dk apps.online PlanteInfo SMS, mobile Mobile apps.online PDA Veg. & Fruit IT

10. farmer.dk

19. Usage  82% of Danish farmers have Internet  Mostly ADSL  98% of farmers with +150 ha have Internet  5-10% of farmers use agricultural ICT frequently and actively however  Crop advisers use ICT intensively and disseminate the information

20. A technology searching for users? Utility Technology costs

21. The future  Society pressure: Environmental concern  Market pressure: Documentation and quality  Farming pressure: Management of large farms  Automatization of data recording and data management  Designing ICT for today’s farm management  Environmental regulation by rewarding good behaviour instead of punishing bad behaviour – win-win instead of loose-loose

22. Thank you for listening..