I just got back from a fairly overwhelming trip to Denver, where Trimble invited me to check out their latest product offerings and upgrades as part of its annual week-long dealer meeting. The star of the show was the next generation of the AgGPS Farm Manager display, now the more slickly named and richly featured FmX. But there were many other changes and upgrades to the Trimble lineup, with the goal of providing more and more options and capabilities for growers, consultants, and agronomists.
Impressive to be sure, but what struck me more was the realization that the hundreds of Trimble dealers in the audience needed to get up to date and educated on the capabilities of the new and upgraded equipment. Managers speaking to the group implored the dealers to look for new opportunities to bring these capabilities to the growers in meaningful ways. Developing and building the stuff is only the beginning … what a monumental task!
It reinforced to me that people are still making the technology work for the industry, no matter how integrated or “simplified” the technology becomes. And technology companies are keenly aware of the need to be working closely with end users.