Question: “The customer is in control of the data and can share with dealers, crop consultants, and anyone …

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Jun 13, 2022

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Question: “The customer is in control of the data and can share with dealers, crop consultants, and anyone …

by | Jun 13, 2022 | Questions & Answers


“The customer is in control of the data and can share with
dealers, crop consultants, and anyone in their network of trusted
advisers; securely, from any internet enabled device,” says Chris
Batdorf, a marketing manager at John Deere. 26 The MyJohnDeere
project was designed with the realization that there was synergy in
linking together disparate sources of information into this
“platform.” 27 Who would be interested in using this application?
You might expect that John Deere customers and employees would be
the only parties. But according to Accenture, a multinational
management consulting, technology services, and outsourcing
company, John Deererealized that there was value in opening access
to its system to farmers, ranchers, landowners, banks, and
government workers. The platform is useful for all those people
because it integrates information about equipment, production data,
and farm operations and helps users improve their profitability. 28
A farmer described how the John DeereOperations Center allowed him
to upload a treasure trove of data about planting, spraying,
fertilizing, and harvesting. He said that he accessed that
information later not only to diagnose problems about the equipment
but also to make decisions about the use of land and personnel. He
said that he can send that information to consultants for real‐time
recommendations on what to change even while he was harvesting. 29
A platform such as MyJohnDeere could introduce new capabilities
that can provide strategic value to customers, other firms, and, of
course, its host. According to Accenture,the platform integrated
the Internet of Things with social, mobile, analytics, and cloud
technology. The combination encouraged the development of new
applications over time and represented a recent pivotal technology
trend. Such a platform provided reusable components that can evolve
over time.

Discussion Questions

1. What governance approach did John Deere appear to have
adopted? Did it fit the profile of an “old” heavy industry
player?

2. What difficulties do you think an “old” heavy industry player
such as John Deere encountered internally when proposing to develop
the MyJohnDeere platform?

3. What difficulties do you believe John Deere faced externally
among the proposed users?

4. How do you think John Deere might have overcome those
internal and external difficulties?

5. What other parties might have been interested in obtaining
the information in John Deere ’ s cloud? What might they have done
with it?

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