1.

Briefly describe the value proposition of Farmstar and then explain the attributes of the service,
the required underlying competencies and which organizations had them.

- The Farmstar tool came to help farmers to extract information about their fields in order to
manage their crops efficiently and increase profits. For a better result of the Farmstar tool
farmer needs to provide crop variety, date of sowing, depth and type of soil and type of
irrigation system. These are used to create a plot database wthin the geographical information
system. The SPOT constellation is also a key attribute to the service. EADS-Astrium were the
ones that has the SPOT constellation and the satellites.

2. How have Arvalis and EADS-Astrium changed their perception of what constitutes the most
important attributes of providing such commercial agricultural services?
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3. What has been the impact on the business model?

- Farmstar Agribusiness can use the increasing disposable income to build a new business model
where customers start paying progressively for using its products.

4. In the French market, who are the adopters of this innovative technology?

- Arvalis, EADS-Astrium and the new subsidiary Infoterra group were the adopters of farmstar
technology in the French market.

5. What were the barriers to the diffusion of this technology among them?
- The access to the SPOT images was an obstacle to the diffusion of farmstar technology among
the companies and also the fact that they need cooperatives to subscribe rather than the
individual farmers. This involvement in SPOT image represented a low—risk option for reliable
image supply using existing satellite systems given the often-uncertain processes involved in
satellite system design, construction and launch.

6. What strategies did Infoterra – Arvalis used to overcome these barriers and accelerate their
decision to adopt?
- Infoterra-Arvalis focused firmly on the cooperatives rather than individual farmers to adept their
decision because Arvalis had a strong relationship with farmers and agricultural cooperatives.
Also, the para-statal status of Infoterra-Arvalis created a degree of trust necessary for the new
technology to be accepted that no private company could copy. Farrnstar encouraged a
sense of “community” Within cooperatives by bringing together farmers for meetings and
workshops. It led to more focused, precise and in—depth discussion between farmers facing
similar problems. Furthermore, it brought the research and industry communities together