LAKE GENEVA, Wl - What is the outlook for growth in the ag computing market 9 Who will buy software? Where will the market be geographically? How will the products and services be distributed 9 When will farmers start buying 9 These questions and others were explored by ag computing experts, including two from the major farm equipment companies, educators, ag lenders, farmers and other agribusinessmen at the recent Association of Agricultural Computing Companies “Trends ‘Bs’’ Conference in Lake Geneva, WL More than 100 ag computing industry leaders from across the U.S. gathered at this first-ever event to gam insight about the direction of the ag computing market. Optimistic view Dave Wolf, manager, computer products at Sperry New Holland, New Holland, PA, opened the Zetor dealers are making money, and I'd like you, yes you, to take a lew minutes out to think about the advantages ol joining the Zetor dealership network. Consider these iactSi Fact Number One is that the Zetor deal is an extremely profitable one Zetor dealers almost always do well financially No matter where they're located No matter what the economy Fact Number Two Zetor products are known tor quality and durability and are sold at a pnce More Tractor for Less Money DIVISION OF AMERICAN JAWA LTD. 185 Express Street ■ Plamview, NY 11803 ■ Tel (516) 938-3210 Experts see slow grouJi, service in ag computers conference by explaining the opportunity Sperry New Holland sees in the farm services and farm management business area. “There are three factors for ming the growth we see in the farm management/services area,” he says: 1. Farmers are managing larger units. 2 Increased efficiency is necessary to survive in the far ming business because of lower margins. 3. Management of cash flow is critical. About two years ago, Sperry New Holland decided to aggressively market its computers and software through their machinery dealerships with specifically trained personnel to sell computers. Their AG COMMAND (TM) Computer Centers provide computers, soft ware, training, service and sup port to area farmers and businesses. that lets you beat the competition. Our rugged, heavy duty Zetor tractors, fork lilts and manure spreaders are known world-wide. In over eighty countries. Fact Number Three is that this team's management will support you to the hilt We have a fantastic factory trained dealer program, along with a huge spare parts Inventory from which we ship the same day we get your request. And we'll back you with hard hitting national advertising, plus proven-effective co-op advertising In your area ZETOR Another perspective In contrast, Ken Grenier, marketing services support manager at Deere & Company, presented 1979 and 1984 market research data showing why Deere decided not to sell ag computers and software at this time. He predicted that there will probably be no mass adoption of on-farm computers for 8 to 10 years. “Our 1979 study showed the rapidly developing PC industry was a mess and farm computer software has not matured yet. By 1984, the industry was more stable and mature software began to appear,” Grenier says. The 1984 study also shows a high cost of entry into the ag computing market, and indicates little penalty with a later entry. Grenier summarized his presentation by saying, “eventual market sales of 300,000 to 500,000 farm units seems assured. Slow steady growth appears to be the long-term trend.” Above all when you join the Zetor team, you'll find us truly eager lor you to make money Lots of It And for you to have loads of satisfied, comeagain customers. Those are the basic facts. Interested in the details? Simply pick up your telephone, and call me at (516) 938-3210. I'll be waiting lor your call* Industry sets its destiny From the university Extension’s perspective, Dr. Jim McGrann, Extension economist at Texas A&M University, says there are several things Land Grant university employees can do to enhance the adoption of computers on the farm. “We need to support the educational effort in this industry Not only do we need to teach farmers about computers, but we need to help them learn about subject matters, like accounting and nutrition, so they can ef fectively use a computer. We need to do a better job of education all around, especially in finance. “We also need to work with lenders, hardware and software vendors to help them understand the needs of the farmers. And to the target audience, farmers, we must provide in-depth education about the benefits of computers,” says McGrann. Sincerely, Marvin Brown General Manager Zetor Lancaster Farming, Saturday, September 21,1985-C3 From the farmer’s eye Several farmers shared their thoughts from the grass roots level of the ag computing industry. This was an opportunity for farmers to tell industry leaders how to im prove their computer products and services to better serve farmers' needs and sell more products. Craig Beane, a Fort Atkinson, WI, dairy farmer, says if he were in charge of a software company, he would. • Instruct programmers to KISS”-keep it simple, stupid 1 • Build a basic program that could be expanded • Provide service and on-farm assistance like that which is now available for two-way radio repair, forage testing and milking equipment. (“Farmers are willing to pay for this service”). • Provide a hotline for help; someone who can “walk” a user through the program. Beane adds to this list the future needs of software ; • Easier, on-screen instructions. • More attention to what farmers want, not what the programmer thinks farmers should have. • Implement a monthly or bi monthly service route. Mail a card that notifies the farmer in advance of when a service representative will arrive. • Help start user groups to allow farmers to share ideas. • Honesty. If the product doesn’t do what a user wants, say so. Other trends revealed At the “Trends ‘Bs’’ conference, ag lenders also discussed why farmers need computers and new business financers explained what to look for in an ag software company from an investor’s viewpoint. More than 93 percent of the conference attendees rated the conference as excellent or very good. Anyone who would like to know more about the rg computing market trends revealed at this conference can order written conference proceedings, audio or video tapes. Contact Linda Basse, Morgan & Myers, 146 E Milwaukee St., Jefferson, WI 53549. Phone 414/674-4026. The Association of Agricultural Computing Companies, which hosted this conference, is dedicated to the education and promotion of computer technology applications in agriculture. Its membership consists of representatives from agribusinesses, universities, media and others interested in the ag computing market. The Association was formed last November as a professional organization to provide credible leadership in projects too large for individual companies, such as market development, consumer education, industry standards and government affairs. For more information regarding AACC membership and activities, contact Keith Schuman, AACC Secretary-Treasurer, S&S Programming, Box 2007, West Lafayette, IN, 47906. Telephone: 317/423-4472. Clark named CARLISLE - Vance L. Clark of California has been sworn in as the administrator of the Farmers Home Administration, the Department of Agriculture’s principal credit agency. Clark is a retired regional senior vice president of the Bank of America with extensive ex perience in agricultural credit.
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