The Farm Management Information System (FMIS) market: a case study

This thesis investigates the utilisation of Farm Management Information Systems (FMISs) in the context of Agriculture 4.0. Despite their versatility in meeting the diverse needs of farmers and other stakeholders, the actual level of use and utilisation of these tools is unclear. The study aims to shed light on these aspects to identify new strategies to boost the sector's digital transformation. To this end, a political analysis of the main policies regarding digitalisation was conducted, a review of key players in the European market was carried out, and a vertical analysis of one of those companies was performed, presenting new insights into the use of a digital platform. The methodology used is hybrid: primary data was collected through interviews and information provided by the company, and secondary data was gathered through a literature review. Results show that policymakers play an important role in market growth, that the market is expanding rapidly, and that the available products can meet the needs of very different players, as many solutions cover different needs. However, there is a significant gap between those interested in these technologies and those using them daily. To move from the "rise of Digital Farming opportunities" decade (2010–2020) to the "scale-up Digital Farming" decade (post-2020), a cross-cutting commitment is required from many actors. FMIS companies must develop new engagement and retention strategies, such as marketing automation, to better guide users with the tools. Research must provide benchmarks for savings related to these tools. Agri-food chains and other stakeholders can play a key role in accelerating digital transformation. Finally, farmers must be proactive players in this digital farming revolution.