The Business Case for ADAPT - Amazon S3s3.amazonaws.com/aggateway_public/AgGatewayWeb...Agricultural...

The Business Case for

ADAPTAgricultural Data Application Programming Toolkit

June 2016

Introductions

Mark Stelford

•Soil Science / Spatial Analysis

•First exposure to Precision Agriculture: 1993

•CaseIH – 7 years (agronomy)

•John Deere – 10 years (agronomy / working with FMIS companies)

•Premier Crop Systems – 2+ years (FMIS agronomy company)

Introductions

Chip Donahue

•Agronomy

•Monsanto – 20 years

•Brandt Consolidated (precision agronomy)

•John Deere

Outline

•How did we get here?

•Precision Agriculture industry needs

•ADAPT vision of key customer experiences

•A case for OEM participation

•Why an Open Source Software approach?

•Business risk assessment

•Testimonials: visions of utilizing version 1 of the ADAPT framework

•Your turn:

●Making a commitment to provide a plug in.

●How you can help ADAPT if you aren't technically inclined.

Keep in mind

• If you have a question, it is likely someone else is wondering the same thing. Don't be shy.

• If you are already convinced of the need to integrate ADAPT (and/or create an ADAPT-compatible plugin) think of how you can use this presentation to help make an internal business case to your colleagues that may not think about this part of the industry (but who you may be competing with for internal resources).

• This presentation is focused on creating an ADAPT compatible plug in, which helps to understand the needs of the plug in providers (as well as ADAPT integrators).

How did we get to ADAPT?

•AgGateway Precision Ag Council chartered Summer 2010

•AgGateway Field Operations Working Group in November 2011 demonstrated data exchange between various companies.

•SPADE (Standardized Precision Ag Data Exchange) project was chartered in August 2012 to develop use cases and identify gaps in ISO11783. SPADE 2 (February, 2014) and SPADE 3 underway

•SPADE Conversion Toolbox proof of concept was started in June 2013 to create a data model and plugins for conversion of data between applications…tested at Plugfest in Lincoln, NE May 2014.

•ADAPT charter completed October, 2014 with the key deliverable = a production level, open source toolkit for use by the precision ag industry.

ADAPT: Glossary

Farm Management Information System (FMIS) – could be desktop, mobile-based, web/cloud/...

Plugin

Mobile Implement Control System (MICS) – focused on the “equipment display” but can be generalized to include systems that i) “collect field data” and/or ii) execute work instructions (from FMIS)

ADAPT – AgGateway open source SDK, integrated into FMIS systems under AgGateway licensing terms

ADAPT Plugin – specific data conversion plugin which can be easily integrated into a specific instance of ADAPT. A specific plugin can be created/licensed by i) AgGateway, ii) equipment manufacturers, iii) entities (e.g., USDA), iv) FMIS companies, v) individuals, etc.

Precision Agriculture Industry needs

•Customers (primarily the users of the data such as farmers and agronomists) find it difficult to extract the value from “the data” in large part because it is difficult to translate field operations data into the applications needed to aggregate, analyze and create insights.

• Or… “Why doesn't all this stuff 'talk' to each other?”


•Key concepts and an analogy from a couple of agronomists:

•The clothes you decided to wear today – how did you get them here?

Precision Agriculture Industry needs•Creating a variable rate prescription (work order) for a MICS or logging data (work record) for a FMIS vs. packing a suitcase (Decatur, IL to Minneapolis for AgGateway Mid-Year Meeting and vice versa for Farm Progress Show)

Precision Agriculture Industry needsData movement vs. luggage movement: options


Data format translation: a data model that supports ISO 11783

plan, recommendation, work order, work record, etc.

Different sized shirts – Mark and Chip get bags switched


Consistent use of the data model (Mr. Macy's point)

ADAPT Framework Implementation Guidelines

“Inappropriate” dress: Mid Year Meeting vs. Farm Progress Show

What are the Precision Agriculture Industry needs that ADAPT is focused on?

Packing (Data Logging / Rx Creation)

Transporting (Data Movement)

Getting “the right sized” clothes (Data Translation)

Wearing the “correct” clothes (Consistent usage of Data Model)

ADAPT Community

MICS OEMs (ADAPT Plug in providers)

Why the big deal around getting the “right sized clothes” (Data Translation)?

●Tremendous amount of work on the version 1 ADAPT data model

●Incorporates discussions of consistent usage of data model, translation to the different formats (ISO, OEMs, FMIS)

➔Plan➔Recommendation➔WorkOrder➔WorkItem➔WorkItem Operation➔WorkRecord➔LoggedData➔Document➔FieldBoundary➔Product (Chemical, Fertilizer, TankMix)➔Shape (all geometry)➔Spatial Prescription➔Manual Prescription➔Crop and Variety➔Summary➔ContextItem

➔Grower, Farm, Field, Cropzone, Contactinfo, Location, Facility➔TimeScope➔Compound Identifier➔Manufacturer and Brand➔SetupData➔SetupCatalog➔Document➔Enumeration Members➔UOM and DDI representations➔Machine➔Implement➔Guidance➔Operator➔Load➔Load Destination➔Note➔ReferenceLayer

Precision Agriculture: Market Opportunity

“Why doesn't all this stuff 'talk' to each other?”


Compare with adoption of auto guidance what “got the attention” of OEMs

CropLife / Purdue Precision Ag Survey (combined 2013 and 2015)

Note: projected

Note: survey of primarily Ag Retailers


Bullish estimates for growth

CropLife / Purdue Precision Ag Survey (combined 2013 and 2015)

~22 million acres in 3 yrs

Note: survey of primarily Ag Retailers

What will it take to become PrecisionAgriculture?


Ag Retail use of autosteer

Yield Monitor with GPS

Producer use of autosteer

Grid/Zone soil sampling

VRT fertilizer, single nutrient

VRT seeding rates Rx


Technology/Service 2015 Adoption 2018 Estimated Acre increase*

GPS Guidance - Autosteer 51.7% 63.7% 20.4 million

Yield monitor with GPS 43% 58.9% 27.0 million

Grid/Zone soil sampling 40.8% 54.1% 19.9 million

VRT Fertilizer, Single Nutrient 31.4% 43% 22.6 million

VRT seeding rates Rx 13.9% 29.2% 26.0 million

*Note: assuming 170 million acres of corn and soybean production in the United States

CropLife / Purdue Precision Ag Survey results: Estimated Market Area Use

There is a downside to bullish estimates


Over 20 years and only able to penetrate into the Early Majority of adoption???

-Were you alive in 1995?

-Do you remember it?


-Dow closes above 4,000 for the first time

-Oklahoma City bombing

-President Bill Clinton closes Pennsylvania Avenue in front of the White House

-Microsoft releases Windows 95

-O.J. Simpson found not guilty of double murder

Some 1995 Highlights


There are other challenges to adoption, but why should this still be one 20+ years into Precision

Agriculture??

-We need to think differently to go to the next level

Dropping the “Precision” from Precision Agriculture: Importance of ADAPT Plug ins


Grower reaction:“It is easy to leverage technology in the field to execute and document my plans! I want more!”

Dropping the “Precision” from Precision Agriculture: Importance of ADAPT Plug ins


Getting “the right sized” clothes (Data Translation)

Grower reaction:“It is easy to leverage technology in the field to execute and document my plans! I want more!”

Grower reaction:“I can do more with my data than ever before. Did these folks just wake up? I want more!”

FMIS Companies: focus more on system capabilities by leveraging ADAPT and ADAPT compatible plug ins

Wayne’s World (1992)

ADAPT Mission

To create tools for the industry to seamlessly exchange data and information that improves the productivity and sustainability of agriculture

A note on Data Movement

Why the decision to not focus on data movement?

−Issues related to

−Standardization of the suitcase (e.g., json, xml, xyz?)

−Methods to ship a suitcase (e.g., PCMCIA, telematics, web services?)

−Who has permission to receive a suitcase (e.g., grower's equipment sharing data with his agronomist using a FMIS: Oauth vs. ____?)



- Issues related to

- If I get a suitcase delivered to me, can I figure out how to “open it” (i.e., translate the data)?

● Accessing an OEM's ADAPT compatible plug in will require agreeing to licensing terms of the particular OEM's choosing.



➔Plan➔Recommendation➔WorkOrder➔WorkItem➔WorkItem Operation➔WorkRecord➔LoggedData➔Document➔FieldBoundary➔Product (Chemical, Fertilizer, TankMix)➔Shape (all geometry)➔Spatial Prescription➔Manual Prescription➔Crop and Variety➔Summary➔ContextItem

➔Grower, Farm, Field, Cropzone, Contactinfo, Location, Facility➔TimeScope➔Compound Identifier➔Manufacturer and Brand➔SetupData➔SetupCatalog➔Document➔Enumeration Members➔UOM and DDI representations➔Machine➔Implement➔Guidance➔Operator➔Load➔Load Destination➔Note➔ReferenceLayer

We've got a lot to focus on already!



We can leverage other efforts

(in traditional AgGateway fashion!)

ADAPT vision of key customer experiences

Growers (and their business partners)

“This stuff 'talks' to each other, is easy to use, and adds value to my operations. I have confidence in it working, so will use more of it in my business, and demand my business partners exchange information with me in a way that will allow me to leverage it more going forward.”


Farm equipment hardware manufacturers

“My customers are getting more business value out of the equipment I provide. I rarely hear of an operator in the field that is unable to execute a prescription from their business system or successfully document what they are doing in the field using the system I support. This has become a required practice for the larger farming operations to be competitive.”


Farm business system software companies

“Since it is much easier to read/write precision ag data for the different manufacturers we can support that capability in our system now. As a result we have increased our customer base.”

“We no longer have to expend so much effort making sure we keep up to date with data format changes from the different manufacturers. As a result we have been able to focus on adding capabilities to our system, and have increased our customer base.”

ADAPT vision of key customer experiencesSoftware developer

“Our Development Team had to work to integrate the ADAPT Framework (as with any data model). We are finding once integrated, it is a lot easier to i) add new manufacturer formats and ii) keep up to date with their changes. The time we used to spend working with data formats is now focused on other business needs.”

Why create an ADAPT-compatible plug in?

In an ideal world...

−The ADAPT data model / framework existed in 1993 and all OEMs leveraged it as the “format” to

i) read work instructions and

ii) document work records with their hardware.

−FMIS companies didn't have to spend so much time for the last 20+ years working to successfully read from / write to the different precision ag data formats. Precision ag data can be used in all sorts of ways by growers, etc.

−As a result, adoption of technology for field plan execution currently rivals that of autosteer.

−We're done here. Thanks for your time.


In an alternate ideal world...

−There has been “your” closed system approach (combined field execution and back office system) that has dominated in the past 20+ years such that all systems are forced to use “your” system / format

−As a result, adoption of technology for field plan execution currently rivals that of autosteer.

−We're done here. Thanks for your time.


In the real world...

−The marketplace has lots of legacy hardware with different (many times proprietary) data formats

−Increasingly growers have an expectation that things will “talk to each other” and be “easy to use” for them to have an interest in using the technology they have (and to be comfortable purchasing more technology).


In the real world....

−Everyone has experience with growers that can use the technology as it is today.

Farm Journal 1989


In the real world....

−For this part of the industry to grow, what type of customer will we collectively need to attract tomorrow?

Why create an ADAPT-compatible plug in?Feedback: “FMIS companies already have this handled”

−Really?

−How many FMIS companies do you think there are?

−Are you including ones that haven't done anything with “precision ag data”?

−What's your ballpark ratio between systems that “have this handled” and systems that do not?


Feedback: “FMIS companies already have this handled”

−Are you thinking beyond the United States?

−Beyond North America?

−Large OEMs have to think globally.

−What's your answer now?


Feedback: “FMIS companies already have this handled”

−If we do nothing different will we be able to drop the “precision” from precision agriculture in the next five years?

−Will it happen in ten years?

−Reminder: it has already been 20+ years....

Ok, I'm convinced of the need, but how do I create an ADAPT-compatible plug in?

Example: legacy MICS with proprietary format.

−Successful internal business case

“We have a lot of other things to do”

“The Ag economy is down right now”

How do I create an ADAPT-compatible plug in?

Successful internal business case: how can we help?

−Upcoming request: public announcement at InfoAg of all OEMs committed to creating a plug in (August 2016)

−The ADAPT Oversight Committee has been collecting input from the industry (e.g., ag retailers, growers, FMIS companies) that we'd be happy to share in a summarized format to help make the need “real” to business leaders


Successful internal business case: how can we help?

−adaptframework.org Data Management Survey – gathering additional feedback


FMIS company access: licensing your plugin

You control licensing terms and access

How do I create an ADAPT-compatible plug in?Development options

Have funding, but don’t have resources available?

Allied Providers Council Members may be able to help


Getting your plug in out there:

●Raising awareness

●Distribution to FMIS companies

●FMIS licensee support

Integration certification?

On going needs

Why Open Source ADAPT?

ADAPT: Why Open Source?

Intended to:Provide access to FMIS companies globally (matching the footprint of

large equipment manufacturers). Open source approach allows non-AgGateway companies to leverage the components.

Enable FMIS-to-FMIS exchangeAllow companies outside of ADAPT visibility to the components so

they can:Modify to meet their commercial needs quickly, and evolve the

standard interface for everyone (licensing would require contribution of those changes back to ADAPT)

Submit modifications back for consideration to incorporate into ADAPT (reviewed before acceptance).

Allow companies that create an ADAPT compatible plugin the freedom to control the conditions of its distribution (e.g., could be proprietary or open source, could charge for access, etc.)

The Open Source Definition

Introduction

Open source doesn't just mean access to the source code. The distribution terms of open-source software must comply with the following criteria:

1. Free Redistribution

The license shall not restrict any party from selling or giving away the software as a component of an aggregate software distribution containing programs from several different sources. The license shall not require a royalty or other fee for such sale.

2. Source Code

The program must include source code, and must allow distribution in source code as well as compiled form. Where some form of a product is not distributed with source code, there must be a well-publicized means of obtaining the source code for no more than a reasonable reproduction cost preferably, downloading via the Internet without charge. The source code must be the preferred form in which a programmer would modify the program. Deliberately obfuscated source code is not allowed. Intermediate forms such as the output of a preprocessor or translator are not allowed.

3. Derived Works

The license must allow modifications and derived works, and must allow them to be distributed under the same terms as the license of the original software.


4. Integrity of The Author's Source Code

The license may restrict source-code from being distributed in modified form only if the license allows the distribution of "patch files" with the source code for the purpose of modifying the program at build time. The license must explicitly permit distribution of software built from modified source code. The license may require derived works to carry a different name or version number from the original software.

5. No Discrimination Against Persons or Groups

The license must not discriminate against any person or group of persons.

6. No Discrimination Against Fields of Endeavor

The license must not restrict anyone from making use of the program in a specific field of endeavor. For example, it may not restrict the program from being used in a business, or from being used for genetic research.

7. Distribution of License

The rights attached to the program must apply to all to whom the program is redistributed without the need for execution of an additional license by those parties.


8. License Must Not Be Specific to a Product

The rights attached to the program must not depend on the program's being part of a particular software distribution. If the program is extracted from that distribution and used or distributed within the terms of the program's license, all parties to whom the program is redistributed should have the same rights as those that are granted in conjunction with the original software distribution.

9. License Must Not Restrict Other Software

The license must not place restrictions on other software that is distributed along with the licensed software. For example, the license must not insist that all other programs distributed on the same medium must be open-source software.

10. License Must Be Technology-Neutral

No provision of the license may be predicated on any individual technology or style of interface.

What Process did we use to select the Open Source License?

- Reviewed with several Open Source Software (OSS) experts: how do we “get this right?”

Open Source InitiativeEclipse FoundationOutercurve Foundation

- Consulting engagement with OSS expert

- Recommendation to the ADAPT participating companies

- Iterated

Apache v 2.0 Eclipse Public License v1.0 Mozilla Public License v2

Open Source

Community

Usage

Widely used by many

types of licensors and in

commercial settings

Commonly used by many types of

licensors and in commercial settings

Very limited use and not usually in

commercial settings (Mozilla Foundation

and Office Libre)

Defensive

suspension

provision

Litigation suspends

licensee’s entire patent

grant (but not for litigation

against works that remain

separable from, or merely

link (or bind by name) to

the interfaces of, the

Work and Derivative

Works thereof)

Litigation suspends licensee’s entire

patent grant - “(excluding

combinations of the Program with

other "software or hardware)”

Highly punitive - suspends all contributors'

grants of patent, copyright and other non-

trademark intellectual property rights (does

not explicitly exclude combinations with

other software or hardware like the EPL and

Apache v2.0)

Copyleft No reciprocity (attribution

style license)

Weak reciprocal license. License

attaches to additions to the EPL-

licensed "Program" (non-viral)

Weak reciprocal license - modifications on a

file-by-file basis.

Modifications are any changes to MPL-

licensed source files, or new source files

into which MPLv2.0-licensed code has been

copied. See § 1.4, 1.10.

Choice of Law None New York None

Open Source License Selection Process

Eclipse Public License v1.0

No surprises with Eclipse –

Eclipse is a proven solution for a number of commercial/corporate projects.

Eclipse license will be understandable to in-house and external advisors.

No loss of copyright in Eclipse non-assert clause –

Eclipse does not kill copyright licenses if you assert any patents against a licensed

offering. This means that you can continue to ship code and product while enforcing your

patents.

Eclipse is more “fair” to patent owners/manufacturers – The non-assert problem

described above creates a lop-sided exposure to participants who have invested in patent

portfolios. Often in our industry these will be manufacturers and established service providers. This will

favor small and start-up businesses over established players.

Eclipse guarantees NY law –

Guarantees that issues/disputes will be settled under a consistent, neutral, and developed set of

laws.

Plugins may be licensed separately –

Eclipse allows participants to license plugins separately, so they can control or commercialize

their plugins outside of Eclipse.

Risks to ADAPT, an Open Source Project?

Global adoption of ADAPT –

Open source opens ADAPT to discovery by all MICS OEMs, FMIS companies, and Developers

ISO-11783 compliant

Forking the data model –

Governance model designed to provide incentive to contribute changes back to ADAPT

Breaking changes to the model that affects plug-ins –

Ouch – technical team obligated to provide lead time to community

Risks to ADAPT, an Open Source Project?

Licensing plug ins –

Plug in developer has complete control over license to meet their business needs

ADAPT provides an iPlugin blueprint and a Plug in Manager which knows how to load a plug in. These features enable the manufacturer control over access to their plug in

Competitive plug ins –

No limitations to developing an ADAPT compatible plug in

Where there is a need, the market will respond

Collaboration is an option, ISO-11783 plug an example

ADAPT Governance Model

Objective:

Create an environment that incentivizes the developer community to contribute back the ADAPT model.

How?

Assure ADAPT Oversight is transparent, inclusive and recognizes they don’t know every use case or need.

What happens if someone modifies the framework, and submits back for inclusion in ADAPT?

Technical team reviews contribution and determines technical compliance

License allows that – with correct attribution

Plug in developers only need to support the AgGateway model

What reasons do developers have to bring the modifications back?

Inclusion in global implementation

Assures plug in developers and FMIS will support

Disclaimer

This presentation and any accompanying documents is not a legal opinion or legal advice. Parties should seek their own legal counsel regarding the licenses. This document and the materials are not binding upon AgGateway or any of the corporations presenting.

Questions?

Why is Deere investing in ADAPT?

Deere is committed to adopting industry standards as a means to drive interoperability.

The ADAPT plugin is the way software developers will be able to utilize data in the Deere format

Deere is adopting the ADAPT data model standard and encourages the software industry to adopt as well

Deere completed the development of the ADAPT plugin based on the ADAPT data model

Developer.Deere.com is Open for business

Plugin is available under our licensing terms

Why is Premier Crop Systems adopting ADAPT?

Premier Crop Systems has supported ESRI shapefile format to date (we have focused on adding agronomic functionality)

Our customers have been asking for the ability to obtain files (“suitcases”) that will work in a wide variety of equipment / MICS

Longer term we can see an opportunity to be able to read logged data from the various OEM systems in the “native formats”

Why is AGCO adopting ADAPT?

Why is SSI adopting ADAPT?

● Upcoming request: public announcement at InfoAg of all OEMs committed to creating a plug in (August 2016).

Your turn!

● How you can help ADAPT if you aren't technically inclined.●Ask your customers to complete our survey (adaptframework.org)

Your turn!

Help us foster a vibrant OSS ADAPT Community

On going needs● Integration certification for ADAPT / ISO

plug in integrators?● Roadmap, documentation● Governance● Improved global support (i.e., multiple

languages)

Assisting plug in creators:● Raising awareness● Distribution to FMIS companies● FMIS licensee support● Integration certification?

ADAPT Oversight CommitteeBusiness Team

Business Team Time Commitment:Weekly meeting: Fridays 2-3 pm centralTotal: 2-3 hours per week (average)

How do I get [email protected]

The Business Case for ADAPT - Amazon S3s3.amazonaws.com/aggateway_public/AgGatewayWeb...Agricultural...

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