Agriculture is increasingly becoming a focal point for digital transformation, with technology already playing a pivotal role in the industry. Projections by Astute Analytica suggest that the overall revenue for agricultural technology could surge to $92.3 billion by 2033, up from $19 billion at the end of 2024. However, despite the promising outlook, significant challenges remain, particularly around coverage and connectivity in rural areas.
Mobile World Live recently spoke with Stony Yakovac, manager of Electrical and Software Engineering at Reinke Manufacturing, to discuss the potential barriers and how agritech companies are addressing these issues. Reinke Manufacturing recently launched the latest version of its connected irrigation system, which can be remotely controlled via a dedicated smartphone app. One of the most apparent obstacles is the accessibility of mobile networks and devices in rural areas. Yakovac humorously noted that last-mile connectivity can indeed be a “country mile” in rural regions, even in the most developed markets.
Connectivity issues in rural areas are not new, but companies like Reinke Manufacturing are stepping up to overcome them. One approach is ensuring that their irrigation systems and other telemetry products utilize the same connectivity options as modern smartphones, with plans to expand these options in the future. Reinke Manufacturing has configured its ReinCloud 3 controls to operate even when mobile or satellite connectivity is unavailable. This capability is largely due to the irrigation product’s function, which provides data about fields to inform watering decisions. The app offers oversight of watering systems, along with information on weather, soil, yield, and the application of chemicals and fertilizers.
Yakovac explained that Reinke Manufacturing has developed systems to automatically switch users to alternative connectivity providers based on telemetry. However, he acknowledged that the issue of coverage is gradually being addressed by operators, making the company’s challenge more about keeping pace with the products it offers.
The GSMA published figures in late 2024 indicating that $418 billion is needed to close the global coverage gap. According to their research, around 350 million people in remote areas, approximately 4% of the world’s population, still lack access to a network. Despite 160 million new mobile internet users signing up in 2023, the GSMA noted that the number of new users has declined from the highs recorded between 2015 and 2021. The trade association identified the affordability of devices and skills as two main barriers slowing the uptake of mobile internet services.
Yakovac agreed that access to smartphones and education pose significant challenges. He pointed out that broad figures on smartphone penetration in major markets like the US may not accurately reflect the situation within the farming community, which has historically been conservative in adopting new technologies. This conservatism is often linked to a lack of education or digital skills. To address this, Reinke Manufacturing leverages its certified dealer network, which has access to technical support and on-demand training programs. The ReinCloud 3 system offers step-by-step installation instructions with simplified schematics, and the company is enhancing its service workflow to provide more support for specific setup issues. Yakovac emphasized the importance of an intuitive interface, stating that ease of use is a valuable asset and will continue to be a focus.
Another factor at play is the changing demographics of farmers. Yakovac noted that emerging generations are more tech-savvy and less averse to technology than their predecessors. As traditional farming operations change hands, the new generation of farmers is more comfortable with state-of-the-art technology and its advantages. Reinke Manufacturing designed ReinCloud 3 to work on any smartphone-capable device and offers options for customers with limited data access, including SMS. The system can also be used on tablets, laptops, and desktop PCs, providing users with larger screen sizes and better input devices.
Beyond the broader issues of rural connectivity, access, and education, there are more typical challenges involving hardware integration. Yakovac explained that Reinke Manufacturing ensures backward compatibility with existing hardware while delivering software and system upgrades to connect with mobile and satellite networks. The company has integrated the concept of digital twins to simplify the interface and make it more reliable, using telemetry to generate a virtual representation of the physical equipment.
Cost is always a critical factor in agriculture, where margins are slim. Reinke Manufacturing designed the latest irrigation system to be compatible with its predecessor, requiring only an updated app to access new functionality. Security is another key concern for any agritech deployment. ReinCloud 3, being an IoT setup, employs cloud software and physical devices to deliver its predictions and controls. The system uses encryption and authentication for all communications to and from the field, and Reinke Manufacturing is in the process of deploying biometric login functionality. Yakovac also highlighted the focus on using the latest semiconductors in Reinke Manufacturing’s hardware, making the devices themselves a
