The last few years have seen some dramatic shifts in the ag technology landscape with companies adjusting objectives to accommodate farmers’ spending habits. Increasing adoption of precision farming practices remains a priority within the industry and as suppliers pivot toward the future, there are lessons to be learned from the past.

A recent report, Bungle in the Ag Tech Jungle – Cracking the Code on Precision Farming and Digital Agriculture, co-authored by Kenneth Zuckerberg, RaboResearch F&A Farm Input Senior Analyst, reveals that the 4th and newest wave of innovation — digital agriculture — has enormous potential, and how data intensive farming methods will add real value to your farm customers

Zuckerberg joined Rabobank Group, a global financial firm serving the ag industry, in 2014, and has more than 25 years of institutional investment research and asset management experience. He foresees a “day of reckoning” where standardization and streamlining will reshape and define digital agriculture.

“This idea of selling software to help produce unproven results to farmers who are undergoing 4 years of pressure on the row-crop cycle, is not a great idea,” he says. “Back-end service is where retailers can capitalize by selling higher value adds insights, analysis and actionable recommendations.”

Zuckerberg shares analysis on the profitable value of adopting a “software for free, premium support for a fee” precision business model, how more than $6.5 million in venture capital investment is changing the precision landscape and why the Internet of Things (IoT) is more than an abstract trend in…