The document discusses content management processes in three m-Agriculture initiatives in India: Reuters Market Light, IFFCO Kisan Sanchar Limited, and Lifelines. It describes how each initiative generates, sources, formats, stores, delivers, and gets feedback on agricultural content for farmers. Key challenges discussed include limiting formats, sourcing dispersed content, ensuring access and localisation, maintaining quality, and relying on intermediaries for feedback. The initiatives demonstrate potential for information dissemination, large farmer outreach, facilitating expert-farmer links, customizing information, and using multiple media channels. Success factors identified include bottom-up integration, viability, public-private partnerships, content validation, and entrepreneurship.

1. Content Management Process in Selected m-Agriculture Initiatives in India Pier Paolo Ficarelli

12. m- Agriculture: Success Factors? Bottom-up integration into existing service models Viability and affordability Mobile operator or mobile VAS involvement PPP arrangements Content validation mechanisms Youth entrepreneurship development Innovation and R&D

13. Why keep engaging with m-Agriculture The problem with the world is not that people know too little, but that they know many things that ain't so Mark Twain