Abstract
The main driver of global demand for agricultural products over the next decade will be growth of population. The need to increase production on same volume of arable land with less water is a priority. In recent decades, agriculture has faced the implementation of various technologies such as IoT and Cloud that enables increased agricultural yield. Keeping in mind that products from different manufacturers are not mutually integrated, farmers are faced with information from different sources that cannot bring additional value. The aim of this paper is to allocate adequate marketing strategies needed for introducing an open agricultural platform as alternative approach for implementing new technologies in agriculture. Therefore, a practical framework mapped to Osterwalder business model was developed. First focus is on win with partner strategy for creating IoT products. Second focus is on creating partner network that will act as indirect sales network for off the shelf products.
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