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The Fuse Strategy: Partnership focus and openness through industry organizations

By Ben Craker

It is hard to read through any farming magazines without seeing an article about new technology or how big data is driving the next revolution in agriculture. The period we are in now is often described as a hinge point where the market will fundamentally shift as the result of new disruptive technology. The information age of farming is upon us with new players in the ag sector from places like Silicon Valley. The machines farmers use to grow the food and fiber to feed the world are advancing at a pace like never before with new technologies seeming to be announced almost daily. This change in the industry is what led AGCO to develop FuseTM Technologies, our next generation approach to precision agriculture.

A key focus of the Fuse strategy is partnering with industry leading companies. AGCO has a history of working with leading technology companies to integrate advanced technology components and features into our equipment. Examples include Raven rate and section control products on RoGators and TerraGators, Beeline for the original Auto-Guide system, Topcon in more recent years for machine guidance, terminals, and telematics. The Fuse strategy formalizes the partnering process and provides direction for how AGCO will partner with tech companies. This allows AGCO to focus on the development of the machine and a few core features, while still integrating best in class technology from innovators and leaders in the industry.

One of the most exciting developments in the partnering strategy has been the recent formation of the Intelligent Agricultural Solutions (IAS) joint venture with Appareo. This unique to the industry partnership will provide AGCO direct access to a leading technology company to help in the development of advanced sensors and communications while helping to fuel future research and development. The capabilities of the IAS team and their passion for creating new technologies that will fundamentally change the precision farming industry are very exciting and work has already begun on some truly innovative ideas.

AGCO is also participating in Farm2050 with companies like Google, DuPont and Flextronics to help AgTech startups get access to capital, design, manufacturing, distribution and general industry knowledge to bring new technologies to the market to help meet the world’s growing demand for food and fiber. The mission of the group is to enable new startups to quickly get to market and really accelerate technology in the ag industry. Farm2050 is a little different than the traditional venture capital group in that the participants are providing something other than just funding to the startups – companies like AGCO are providing agriculture industry expertise. AGCO’s participation in this group is a great example of how we are looking for the next generation of technology to integrate into our machines as part of the Fuse strategy.

Participation in industry organizations is also a good example of how the Fuse open approach and partnering strategy is benefiting the industry. Through groups like the Agricultural Industry Electronics Foundation (AEF) and AgGateway, AGCO is playing an active role in making farmers’ lives easier. AGCO employees have worked alongside employees from some of our fiercest competitors to standardize machine to machine communication through the ISO11783 standard. Since the original roll out of the standard and introduction of ISOBUS equipment the group has continued to improve on the standard and will be launching additional tools at the SIMA show in France at the end of the month, delivering independent verification of functionalities within the ISO11783 standard.

Similar work is going on within the AgGateway group where people from a wide variety of companies involved in the ag industry, from seed and chemical companies to software providers and ag retailers, have come together to help advance eBusiness in agriculture. A key part of that is making sure everyone is speaking the same language. The AgGateway Precision Ag Council, of which AGCO is an active member, is building on the ISO11783 standard to help make it easier for famers to manage all the data they log on their machines or create in a Farm Information Management System (FMIS). Today almost any grower can tell you about the difficulties of getting one brand to talk to another or trying to coordinate information between different FMIS platforms. Later this year AgGateway plans to roll out a tool to help streamline this process and enable growers to really start creating meaningful information they can use to drive fact based decisions in their precision farming operations.

So whether is it is leveraging long standing partnerships with precision farming companies, looking for new innovative technologies to integrate into AGCO machines or participating with groups working to standardize the data flow in the precision agriculture world, it is an exciting time to be involved in precision agriculture. By focusing on partnerships and openness, in addition to its own technological advancements, AGCO is positioned to be a leader in the greatest advancement in agriculture since the introduction of the internal combustion engine.

To learn more about the Fuse strategy, and read our latest news and announcements, visit agcotechnologies.com.

 

Ben Craker is a Manager for AGCO’s Advanced Technology Solutions group, focusing on Global Partnerships and Standards for Fuse Technologies. Connect with Ben on Twitter @crakerb.

 

AgCommand®: Keeping Customer Benefits in Mind

By Vic Rexroade

Released in 2010, AGCO’s AgCommand® solution has been a leading edge farm equipment data recording tool that helps users optimize fleet performance, monitor operating costs and generate reports. Since AgCommand’s release and adoption into the telematics market we have learned a lot from AgCommand’s utilization in the ag industry from our users and dealers. AgCommand is an ever evolving product, and expanding on what we’ve heard from our user base, this past November we released more updates to the website and mobile app.

FUSE_ATS_NA-ipad-mobile-laptop_hr_RESIZED

Visit www.agcotechnologies.com to learn more about AgCommand® and the AgCommand mobile app.

The current challenge to gathering so much data from an advanced piece of AGCO equipment is how we interpret this data and make it more user friendly. Our solution to this in our November update was to renovate and simplify the user interface in the AgCommand website and mobile app to help each look and feel more appealing to our AgCommand users. We also implemented an automatic Weekly Status Report that will deliver to users a quick snapshot of vehicle productivity, performance, and maintenance. We have also restructured a few of our reports to help users understand data coming from the machine more clearly. By leveraging AGCO’s strength and experience in telematics, we can help our customers optimize their entire fleet and operation, even if they can’t be on site with every machine 24/7.

Be on the lookout for more exciting AgCommand updates in 2015, which will feature enhanced dealer capabilities to better serve our customers’ needs for uptime and efficiency.

To learn more about FuseTM Technologies, visit www.agcotechnologies.com.

 

Vic Rexroade is a Senior Product Management Specialist for AGCO’s Advanced Technology Solutions group, focusing on Telematics and Data for Fuse Technologies.

 

Exciting New AGCO Partnership Promises Breakthrough Innovation

As part of the FuseTM Technologies “open approach” to precision farming, AGCO has maintained a focus on developing new industry partnerships as well as expanding existing partnerships – all to provide our customers with the best possible solutions. Recently, AGCO and Appareo Systems have agreed to enter a joint venture, building on the existing Intelligent Agricultural Solutions (IAS) business structure, to allow for breakthrough agricultural innovation. This collaboration will focus on the need for more advanced electronic technology centered around data collection, wireless communication, advanced sensors and intelligent machine control.  AGCO and Appareo joint venture

The joint venture will develop technology for advanced machine control systems, sensing applications, automated subsystems, machine prognostics and machine health monitoring, specific protein and grain control systems, and development of innovative electromechanical devices and systems. This will provide AGCO and Appareo Systems a key vehicle to deliver advanced technology and equipment management solutions, supporting a variety of crop types and markets globally.

“Global agriculture is going through a period of revolutionary change. The need for more advanced electronic technology focused on data collection, wireless communication, advanced sensors/sensor fusion and intelligent machine control has grown exponentially. As we continue to build on AGCO’s Fuse strategy, we intend to leverage the new partnership with Appareo as a key driver in building the most adept and most open data system available to the industry”, said Eric Hansotia, Senior Vice President, Global Harvesting, Advanced Technology Solutions (ATS). “As the agricultural industry shifts, there is a greater need for more advanced technology, and we anticipate that this partnership will provide breakthrough innovation making our customers more profitable while supporting their mixed fleet operations.”

Visit www.appareo.com to learn more about Appareo’s developments in agriculture.

For more information about the Fuse Technologies open approach, click here.

To see the full press release about the new joint venture between Appareo and AGCO, click here.

Fuse Technologies From Massey Ferguson Spans The Globe

Massey Ferguson, a worldwide brand of AGCO (NYSE:AGCO), is proud to announce AGCO’s Fuse Technologies fitted to high horsepower tractors from Massey Ferguson are now in use across all five continents with the delivery of a new MF 8737 to Australia.

The 370hp (400hp max) flagship tractor from the MF 8700 range has been fitted with AGCO’s Auto-Guide™ 3000 steering system and AgCommand™ telemetry system. It will be used for tillage and controlled traffic farming applications at a large farming enterprise near Melbourne.

Guillaume Dutartre, Campbell Scott and Aymeric Vaudez

Guillaume Dutartre, Campbell Scott and Aymeric Vaudez

Powered by a six cylinder, 8.4 litre AgcoPower engine, the MF 8737 features the Dyna VT stepless transmission with Dynamic Tractor Management, and is ideal for the most demanding farming tasks.

Massey Ferguson has dedicated sales and service specialists for Fuse Technologies in Australia, and this tractor joins other high tech units working as far afield as Japan and South America.

“Massey Ferguson is one of the world’s best known farm machinery brands and we have been helping farmers across the globe become more efficient and more productive for years” commented Campbell Scott, Director Sales Engineering and Brand Development. “Auto-Guide™ 3000, available to MF users via AGCO’s Fuse Technologies, is helping farmers now all around the world to cut costs and farm in a more efficient way.”

Fuse Technologies helps minimise downtime while improving the overall farm enterprise through wireless connectivity and diagnostic services.

Auto-Guide™ 3000 is a full featured, hands free steering system capable of delivering sub-metre, decimetre, and centimetre accuracy. Guidance systems are proven to offer an average of 12% in fuel savings, as well as savings in inputs and labour.

The AgCommand™ telemetry system is a leading edge data recording and transmission tool that optimises fleet performance by monitoring and reporting vehicle position, history and status, and is viewable on a desktop computer, laptop or tablet.

Massey Ferguson’s Fuse Technologies specialist Aymeric Vaudez explains: “On large farming enterprises, AgCommand™ telemetry allows managers to track tractors working remotely, and monitor service information to ensure that such important power units can perform to the optimum.”

“Businesses can also use AgCommand™ to assess the productivity of farming operations and identify any drop in efficiency so that performance can be improved.” adds Guillaume Dutartre, Marketing Specialist for Massey Ferguson Technology.

Sharing AGCO’s Precision Farming Technology Offering with Customers Around the Globe

FuseTM Technologies had a comprehensive presence at tradeshows around the globe late summer and fall this year. AGCO customers had a chance to interact with current precision farming technology products, talk with Fuse experts, and hear a little about what to expect from AGCO technologies in the future.

Fuse Technologies tower at Farm Progress Show

The augmented reality experience at Farm Progress Show 2014

The North America region represented Fuse Technologies at several shows – often despite unseasonably chilly and rainy weather conditions. Fuse was in attendance at InfoAg, MAGIE Show and Husker Harvest Days, and the sun came out just in time at Ohio Farm Science Review for successful field demonstrations using Auto-GuideTM 3000 and FieldStar® II. A visit to the virtual farm through the augmented reality experience at Farm Progress Show was a big hit with show attendees. You can see a sample of the full Farm Progress Show 2014 experience here.   Fuse was also represented at the United States capitol at CAPA’s (the Coalition for the Advancement of Precision Agriculture) inaugural Precision Ag Forum in September. Read more about that event here.

Expointer MF and Valtra technology

Massey Ferguson and Valtra technology stands at Expointer in South America

In South America, Expointer had interactive Fused Farm displays, representing AGCO’s technology solutions for Massey Ferguson and Valtra. The Fuse strategy was presented in an exclusive area of the stand for both brands. The essence of the strategy was displayed by a touch screen totem, showing all of AGCO’s technology products, the product benefits to customers, and AGCO’s vision for precision agriculture in the future. The technology stands also featured a video wall that showed customer testimonies, discussing the positive points of having AGCO technology products (guidance, telemetry, etc.) in his machine. Another attraction was the AgCommand App simulator, also running in a touch screen totem, where customers could check some of the benefits of the system. In general customers provided very positive feedback about AGCO’s Fuse initiative.

Technology job fair Brazil

Job fair attendees in Brazil could learn about Fuse Technologies and the precision farming industry

Between the 15th and 16th September, over 1,000 Mackenzie University students visited the AGCO stand during a Job Fair sponsored by the university – one of the largest and most traditional of Brazil. At the AGCO stand, students could learn about the evolution of technology in the field, interacting with the Fuse Technologies totem. AGCO´s professionals explained our global connectivity strategy, positioning our company as a leader in the development of technologies focused on farmers.

Learning about Massey Ferguson technology solutions at Vision of the Future

Learning about Massey Ferguson technology solutions at Vision of the Future

On the opposite side of the globe, the Massey Ferguson Vision of the Future events were held in the Asia Pacific (APAC) and the Europe, Africa, Middle East (EAME) regions. In Europe, the Fuse message was an integral part of cutting-edge technology conversations such as the latest in drone technology. Onsite demonstrations showed how guidance, telemetry and ISOBUS compatibility can allow Massey Ferguson customers to produce more with less. EAME hosted a Fendt Field Day as well, and recently participated at Agrosalon in Russia. At each event, customers had the opportunity to interact with AGCO technology products and learn more about the Fuse connected strategy. The 2014 tradeshow season will conclude with EIMA (International Agricultural and Gardening Machinery Exhibition) in Italy in November.

In addition to the unveiling of several new Massey Ferguson tractor models, Massey Ferguson Vision attendees in Australia were educated about the Fuse Technologies strategy and what to expect from AGCO technology products in the future. You can read more about the Australia event here. APAC also hosted a Massey Ferguson customer event.

To see more photos from recent events, visit our Facebook page.

To learn more about Fuse Technologies, click here.

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