Greenovator’s Participation in the International Symposium on Life Mechatronics
Greenovator was honored to participate in the International Symposium on Life Mechatronics, organized by the Institute of Technology of Cambodia (ITC), Japan International Cooperation Agency (JICA), and leading Japanese universities. At this esteemed forum, we presented how the Mekong Farm app was developed based on a thorough understanding of farmers’ behaviors. Below is a summary of our research findings and the changes implemented in Mekong Farm to cater to these insights:

1. Smartphone Accessibility Smartphones are widely accessible and affordable, with nearly every household owning at least one device. Local shops often assist farmers in setting up Gmail accounts, which are essential for app installations.
2. Literacy Levels and Digital Tool Usage While literacy levels affect the usability of digital tools, farmers are adept at using platforms like Facebook and YouTube, alongside making phone calls. This knowledge shaped our app design for simplicity and accessibility.
3. Data Usage Perception Farmers frequently recharge their phones to maintain active numbers, making data costs less of a concern. Mekong Farm leverages this behavior to offer seamless data-driven features.
4. Scrolling and Voice Commands Scrolling is a dominant usage pattern. Farmers prefer voice commands over typing for searches. Mekong Farm adopts a feed-based model and integrates audio functions throughout, enabling text-to-audio conversion for non-readers.
5. User-Driven Content Suggestions Farmers understand algorithms, as seen in their interaction with YouTube. Mekong Farm similarly tracks user behavior to suggest relevant content, enhancing engagement and usefulness.
6. Engaging the Youth in Agriculture Recognizing the aging farmer demographic in Cambodia, Mekong Farm incorporates elements to attract and empower younger generations to participate in agriculture.
7. Simplified Registration Registration processes in existing agricultural apps are often cumbersome. Mekong Farm simplifies this by collecting essential information with audio guidance. For instance, instead of requesting a date of birth, Mekong Farm asks for the user’s age, a format farmers readily understand.
8. Expert Advisory Services Cambodia lacks adequate digital expert advisory services. Mekong Farm addresses this gap with a Q&A feature, where farmers can submit questions using audio or photos. Notifications are then sent to relevant experts to provide reliable answers.
9. Language Translation Mekong Farm includes multilingual support to eliminate language barriers within the farming community across the Mekong region.
10. Stage-Specific Guidelines Farmers often struggle to locate stage-specific agricultural information. Mekong Farm organizes content by farming stages (e.g., preparation, seedling) to provide targeted guidance.
11. Building Trust Farmers’ trust in farming apps is still limited. They rank apps as the second least-trusted source of information. Greenovator is dedicated to bridging this trust gap, striving to position Mekong Farm closer to the inner circles of trust.

Greenovator has partnered with Smart Axiata, Cambodia’s leading telecom provider, to deliver tailored farming guidelines and enhance the reach of the Mekong Farm app among smallholder farmers. Additionally, to provide localized and timely weather information for aquaculture farming communities, Greenovator collaborates with the International Institute of Rural Reconstruction (IIRR), WorldFish, and the Inland Fisheries Research and Development Institute (IFReDI) in Cambodia. These strategic alliances aim to support farmers with precise, practical tools and knowledge tailored to their specific needs.

Through continuous adaptation to farmers’ behaviors and needs, Greenovator is working to build a comprehensive, user-friendly, and impactful agricultural platform. Our participation in the symposium not only showcased these achievements but also underscored our commitment to advancing agriculture in the Mekong region.