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market
   33                                                                                                                                                barriers


          BARRIERS TO ADOPTION RANGE FROM FEAR OF TECHNOLOGY TO INSUFFICIENT

          MATURITY OF THE OFFERING



         Low internet adoption and coverage
         A significant (and non-marginal) proportion of farmers is not connected. Broadband coverage is poor in
         rural areas.

         Fears for too much precision, not enough agriculture
         Many farming voices are calling for more attention to “AgTech”: “Precision agriculture (high tech) without
         agronomy (low tech) allows big mistakes to be made with great precision”.
         The farmer will always know their farm better.
         Artificial Intelligence is not ready to take the lead - automation already exists but exclusively on the areas
         of agriculture above ground.


         No or low consideration of financial issues
         Farmers are not always aware of the notion of return on investment (investing in the short term to save in
         the medium term).


         More gaps to fill the siloed approach
         A platform to aggregate data from various solutions is clearly needed.
         The DKE Data Initiative is set to arrive on farms early in 2019.
         Today, much data is generated but it requires frequent repeats or being shared, as with phytosanitary
         checks or CAP Declarations.

         The digital ecosystem shows little enthusiasm for the sector

         Telecom operators show negligible pro-active empathy for solution providers.
         Current offerings are not very attractive.
         Low adoption rates of Internet adoption, and poor digital coverage.
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