FRIDAY, March 29, 2024
nationthailand

Empowering farmers through mobile technology

Empowering farmers through mobile technology

WITH THE fast-growing trends in digital marketing, thanks to an expansion of Internet accessibility and seamless activity across technology devices, DTAC is striving to extend digital-based technology with a view to transforming small farmers into 'smart

On-uma Vattanasuk Rerkpattanapipat, DTAC’s senior vice president and head of corporate communications and sustainability, said that though Thailand had experienced rapid development of mobile-phone technology from mobility to data and then digital service, most people still primarily used smart phones for basic communications.
The company decided therefore that it needed to enhance digital knowledge among farmers nationwide.
The cellular operator signed a memorandum of understanding with the Agricultural Extension Department of the Agriculture and Agricultural Cooperatives Ministry, and the Ruam Duay Chuay Kan Sam Nuek Rak Ban Kerd Foundation ('hand-in-hand with recognition of love you hometowns' foundation) last December to promote the use of communication technology for agricultural development.
Under the three-year collaboration guideline, the three parties aim to create smart farmers through mobile learning centres in all regions.
The company and the department have therefore jointly developed a smart-farmer mobile training course to provide knowledge on e-commerce for agricultural products.
At the one day-workshop, farmers learn tips and techniques to develop effective online markets via website and social media, including photos and video clips, product descriptions, proper time for posting, shops on Facebook, packaging, distribution, brand-building, financial transactions via smart phones, as well as online business security.
The company expects the training to provide farmers with access to life-long learning via the Internet, On-uma said, adding that they will acquire knowledge on how to develop farm management with agricultural technology and innovation, enhance their capabilities to create an online market, and increase productivity and revenue.
Finally, they will also share the knowledge gained with their communities.
This year, DTAC will arrange a total 30 training classes for 40-60 farmers at each workshop, having started the first sessions in the second quarter.
The Agricultural Extension Department selects the farmers to participate in the workshops, which are held in provincial agricultural centres, with the emphasis on small farmers.
The target group is divided into two: young 'smart' farmers, and farmers who want to improve their smart-device skills.
The company will expand to 50 classes next year in response to demand for the workshops from farmers.
As a result of the training undertaken so far, dtac has found that while many of the farmers perceived online marketing trends, they lacked the required marketing skills prior to attending the workshops.
Some of them have created pages on Facebook, but failed to sell their products despite doing so, On-uma said.
"We will begin the training from [the standpoint of] the digital mindset, in order to prepare them for learning useful and essential information. It is not only [a matter of] the quality of products, as the farmers should have a story to tell in order to draw attention. Eventually, the training will create inspiration for the farmers," the executive explained.
Alumni groups for each farmer class will be established to promote knowledge exchange and joint development, which will help transform them into smart farmers equipped with advanced mobile technology.
In addition to the mobile learning centres, DTAC has partnered with the Ruam Duay Chuay Kan Sam Nuek Rak Ban Kerd Foundation to develop the Farmer Info application.
Through this express information channel on mobile phones, farmers benefit from real-time data on agriculture and other useful information on farming that they can share with fellow farmers in their communities.
The aim is to help farmers reduce their costs, increase income and consume safely, she said.
The knowledge gathered and shared through the app comes from technical experts, research surveys and data, and includes weather forecasts, epidemic prevention and control, as well as tools and techniques for quality and productivity gains, marketing and e-commerce, she added.
Moreover, DTAC recommends various other applications for the smart farmers to help manage their agricultural business, including the LIDO, NPK, ProtectPlants and SmartACC apps.
At present, Thailand has around 7.2 million smart farmers nationwide - that is, those defined as earning at least Bt180,000 a year.
They have knowledge on what they are doing, which they can transfer to others, such as information as a complement to their decision-making in various aspects and management skills for their products and marketing.
Moreover, they have awareness about the quality of products and food safety for consumers, as well as social and environmental responsibility.
Importantly, they are proud to be farmers, On-uma said.
The senior vice president added that next year, DTAC planned to initiate agri tech by supporting a start-up under the DTAC Accelerate programme to develop the Freshket application as a market place to form a bridge between suppliers of fresh products and restaurants.
The app will enable both parties to 'meet' easily online and make deals through an effective platform.
Freshket will also offer new business opportunities for both fresh-product suppliers and restaurants.
Besides the downstream suppliers, smart farmers will also be available and contactable via Freshket, On-uma explained.

'Safe Internet' project
Protecting kids from online dangers is another commitment that DTAC continues to pursue via its campaign among kids, teenagers and parents.
On-uma said the company's "Safe Internet' project aimed to educate, equip and empower people to use the Internet safely and responsibly, as well as to encourage society to collectively solve problems, especially cyber-bullying, which is now one of the world's major issues in regard to the use and abuse of modern communications technology.
Bullying is no longer limited to schoolyards or street corners and occurs anywhere, even at home, via e-mail, texts, cellphones and social media, she added.
This year, DTAC - in partnership with Unicef and The Mirror Foundation - will visit 25 schools in Bangkok, separately targeting groups of students aged 9-12 and 13-15.
The project team will educate them about safe and correct Internet usage, so that they have the ability to recognise and steer clear of inappropriate online content for themselves.
Meanwhile, DTAC has teamed up with the Parent Teacher Association to initiate a parent workshop, providing them with tips for preventing and stopping cyber-bullying.
On-uma said that when parents give their children a computer or smart phone, they should always monitor their use of technology and keep a better eye on their children's Internet activity.
Children are vulnerable and can easily be exploited online, therefore parents should know how to deal with the dangers, especially cyber-bullying, she stressed.
Earlier, DTAC partnered with Norway's Telenor Group - its major investor - and Unicef Thailand to introduce a "Parent Guide" as a source of home remedies, enabling parents to better understand children and the cyberworld.
According to statistics, about 59 per cent of children prefer to ask friends or unknown persons on the Internet for advice rather than their parents, as almost 50 per cent have no immunity from Internet usage.

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