Information as a Service Communication Framework for Dairy Farmers

André P. Calitz (), Margaret Cullen (), James A. Hart () and Tony Simpson ()
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André P. Calitz: Nelson Mandela University
Margaret Cullen: Nelson Mandela University
James A. Hart: Nelson Mandela University
Tony Simpson: Nelson Mandela University

A chapter in Digital Transformation for Sustainability, 2022, pp 451-469 from Springer

Abstract: Abstract South Africa has a market-oriented agricultural economy. New digital innovations and technologies in the agricultural sector are revolutionizing the industry and improving sustainability. Organizations are increasingly providing their customers with different kinds of information as a service. The dairy industry is one of the largest agricultural industries in South Africa, employing more than 40,000 people. Dairy farming is extremely price sensitive and therefore information that can assist in decision-making plays an important role for farmers. The increased use of mobile technologies is changing the way dairy farmers access information. This chapter focuses on the South African dairy farmers’ information requirements and customer satisfaction with agricultural organizations’ information services. A survey exploring the information requirements of South African dairy farmers and agricultural organizations information services was conducted amongst 96 dairy farmers in South Africa. The farmers’ primary use of mobile devices was for business purposes, specifically access to information regarding dairy production and market indicators. Agricultural organizations could benefit from embracing new digital technologies and exploring new ways to provide information as a service to their farmer clientele base. Finally, a proposed Information as a Service communication framework for dairy farmers is provided.

Keywords: Mobile technologies; Information as a service (IaaS); Dairy farmers; Agricultural information (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-031-15420-1_22

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DOI: 10.1007/978-3-031-15420-1_22

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