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Jonathan Knutson, Agweek, Published February 06 2012

Apps hold big promise for ag

GRAND FORKS – Like a growing number of agriculturalists, Rick Swenson uses his cellphone for more than talking.

Swenson, a Fergus Falls, Minn.-based regional agronomist for Crop Production Services, has found several “apps” for his phone that help him do his job more efficiently. One of the apps, or computer software applications, allows him to stand in fields with farmers and call up images of diseased plants on his cellphone. Farmers see the images and have a better idea of what to look for when scouting the field for crop disease.

“It’s a good tool for teaching,” Swenson says.

Swenson is tapping into a powerful trend. Though still in its infancy, the combination of cellphones and apps is providing agriculturalists with new tools that can help them be more productive away from home.

Typically, apps work with so-called “smartphones” – cellphones that provide Internet access and serve as small, mobile computers. Smartphones allow farmers and others in agriculture to access information from virtually anywhere.

Smartphones have been around since 1994, but technological advances the past few years have taken mobile computing “to a new level,” according to the pcmag.com website.

As technology improves, smartphones have become increasingly popular with consumers. The percentage of Americans 12 years of age and older who own a smartphone shot from 14 percent in the spring of 2010 to 31 percent in the spring of 2011, according to a study by Arbitron Inc. and Edison Research.

Ag producers are adopting new communication technology at the same rate, and in some cases at a faster rate, than consumers in general, according to Paulsen Marketing in Sioux Falls, S.D. The advertising company says it specializes in the ag and rural lifestyle industry.

Sara Steever and Kristi Moss, who work at Paulsen, have studied farmers’ growing use of communication tools. The two say they’ve identified several reasons why ag producers are making greater use of such tools:

E Today’s commodity markets are so volatile that producers need fast, constant access to real-time information.

E More young adults are coming home to join the family ag operation. They often have technological savvy that their parents might lack.

E One or both members of a farm couple might have an off-farm job in which such technology is used.

Agriculturalists are accustomed to taking advantage of new technology and are keenly interested in smartphones and apps, says Emery Tschetter. He is assistant director for marketing and accountability at South Dakota State University, which has developed several apps for ag.

“I run into people who think farmers will be the last ones to be interested in this kind of technology. But they’re among the first to want it,” he says.

How can newcomers to smartphones and apps learn more?

“Talk to somebody who’s already using them. That’s the best place to start,” says John Nowatzki, who works in the North Dakota State University Agricultural and Biosystems Engineering Department. His areas of expertise include wireless technology on farms.

It’s also important to learn, if a person doesn’t already know, what operating system a smartphone uses. The operating system manages the phone’s hardware and software. Apps are designed for a particular operating system and aren’t compatible with others.

Once a person knows a smartphone’s operating system – Android, iPhone and BlackBerry are among the most common – he or she can go to that company’s website and check out its apps. Some apps are free to download and use. Others carry a fee, typically a buck or two.