Deere & Company: Brazil Operations Center Evolution

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Maybe we can start with you walking me through the history of the John Deere Operations Center in Brazil. When did it emerge, and a little bit about its history? That would be useful to begin with.

Most machines spend a day or two, or maybe three, working in faraway fields, but eventually, they return to the farm headquarters. That's when they dump the data from JDLink into the Wi-Fi connection at the barn or farm headquarters. However, that wasn't what the solution was designed for. It was designed to have live data available. Farmers want to see operations as they are ongoing. The impact of this is significant. If you see a farmer or operator doing something wrong during planting or spraying, you need to intervene immediately. If you do it two or three days later, it's too late. Today, they can do that, but back then, it was very challenging.

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Is the operations data also from JDLink, like automated?

The agronomic data allows customers to track historical data from the last five to eight years. This is a key point I mentioned before. It's an engaging tool to maintain customer loyalty. Imagine having all your data on your Apple device from the last several years. If you migrate to a new digital environment, you might lose some data from your drives or cloud. You can't easily migrate from Apple to Android without considering the data loss. It's the same here. I heard customers at a farm show saying they have four years of historical data on the Operations Center and don't want to buy a blue combine. It's the first time I heard that, and it makes sense. It shows their strategy is working with connected solutions.

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If you're a customer with a multi-brand fleet, how would you port the data from that fleet to the Operations Center? Is it possible?

It's possible, but it is painful. Everyone today wants things easy and automated, without headaches or extra work. For instance, if he had his fourth orange sprayer working in a field, he would need to go there every day, use a USB drive to download data from the display, upload it into the Operations Center manually, and place the data into the fields. It's not easy; it takes time and effort from someone who needs to do that. They need to chase the machine, get into the cab, and upload the information to the system. In contrast, the green machines upload everything automatically to the cloud, making it much easier. There are ways to do it, like using FieldView, which has API connections with the Operations Center. If you allow FieldView to import and consume data to the Operations Center, you can have data from your FieldView application automatically. You can do that today, but it's not always easy. Not 100% of data comes in natively. It's like using Apple devices; if you have an Apple plug, everything works smoothly. But with other brands, sooner or later, you'll face challenges.

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