iCow: Livestock Information via Mobile Phone

The project provides assistance with the challenges of implementing ICT interventions in agricultural development. To learn more about field support options, contact Judy Payne, ICT Advisor, at [email protected]. iCOW is a mobile phone-based service launched in June 2011, enabling livestock farmers in Kenya to track their cows' gestation period. Farmers register their cows and their insemination date by SMS short code, and then receive periodic SMS prompts timed with vital days during the gestation period. The service also sends weekly SMS messages to subscribers with information and tips on breeding, nutrition, milk production efficiency, and other best dairy practices. iCOW has established a customer care center that registered users can call to provide feedback and receive live advice in several languages. The service enables farmers to locate the nearest veterinarian or artificial insemination specialist via SMS or through the iCow website. Additionally, iCOW has established its iCow Soko, which enables farmers to trade livestock and livestock byproducts via mobile phone. Farmers can trade more than just cows at iCow Soko, with other items for sale including chicken, goats, sheep, trees, and goat milk. iCOW uses mobile phone, SMS, web-based interface, and Ushahidi crowdmapping technologies. iCOW was developed by Green Dreams Ltd., a private firm in Kenya, and has received funding from the Indigo Trust, as well as technical and business support from DAI with funding from USAID. Farmers pay 5 shillings (approximately US$0.05) per SMS, which amounts to approximately 1,200 shillings annually based on average estimated usage (approximately US$12.66). iCOW currently has 1,500 farmers registered in 34 counties in Kenya, with the age of farmers using the service primarily between 40-60+ years old. iCOW operates on a fee-for-service model, with farmers paying a premium SMS rate for all interactions with the system. There are also plans to charge agricultural service providers and relevant government agencies for access to aggregate data. USAID/Kenya's FIRM Project is providing iCow with a business consultant to help it with a marketing plan, find additional funding, and develop its core staffing. While it is still too early to assess the impact of iCow, the service has the potential to reduce risks and save farmers up to £100 annually per cow (approximately US$160).