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Agriculture production is very much vulnerable to losses caused by unfavourable weather events and climatic conditions (Rosenberg, 1992). Many researchers have reported the adverse climate change effects on crops, pests, soil and livestock (Aggarwal, 2008; Suryavanshi, 2012; Nelson et al., 2009; Khan et al., 2009; Rosegrant et al., 2008). These changes affect the livelihoods of a large number of the rural poor farmers in the developing countries such as India, Bangladesh, Pakistan, Brazil, South Africa and China. The rural sector has agriculture and animal husbandry as major livelihood options, and this paper concentrates on these with focus on mobile advisory services (MAS).
Information and communication technologies (ICTs) in developing countries over the past decade offer a unique opportunity to transfer knowledge via private and public information systems (Aker, 2010; Sulaiman et al., 2003; Richardson et al., 2006; Digital Review of Asia Pacific, 2008). ICTs directly support farmers’ access to timely and relevant information, as well as empower the creation and sharing of knowledge of the farming community (Aker, 2010).
Information and Communication Technology (ICT) is universally acknowledged as an important catalyst for social transformation and national progress. But disparities in the levels of ICT readiness and use could translate into disparities in level of productivities and hence could influence a country’s rate of economic growth. Understanding and leveraging ICT is, therefore, critical for countries striving for continued social and economic progress.
Mobile phones reduce communication and information costs for the rural poor in developing countries. This not only provides new opportunities for farmers to obtain access to information on agricultural technologies but also to use ICTs in agricultural extension systems (Aker, 2010). The increasing penetration of mobile phones and mobile-enabled information services in rural India can reduce information asymmetry and complement the role of extension services (Mittal et al., 2010).
Adhigurua and Birthalb (2009) found that agricultural public extension services in India have been accessed only by 5.7 per cent households proving the need for strengthening the extension services. The public agriculture department’s extension service has clearly not reached all farmers in need for information.
The public agricultural extension systems often fail due to inadequate consultation of farmers about their information needs and poor understanding of their information search strategies (Babu et al., 2012).