Farmers Call Center: linking farmers to exports thru texting

With the popularity and economical cost of text messaging, more and more Filipinos are hooked in using cellphone. Nowadays, even farmers have taken part in the revolution of ICT4D or the information and Communication Technologies for Development. In November 2004, the Open Academy launched its Farmers' Call Center (0920-911-1398) to provide messaging service to farmers and agricultural extension workers through texting. In 2004 and 2005, The Farmers' Call Center used the gsm data terminal developed by the Advanced Science and Technology Institute as the messaging platform for the call center. On Dec. 7, 2005, the Open Academy tied up with SMART Communications to provide the 7OO RICE customer care service. Farmers can text PALAY and send to 7007423 to get a list of keywords. In January 2006, the call center purchased the INfoTXT WedBD developed by GiveMe Unlimited Inc. starting with 11 texts in August 2004, this number grew to an average of 240 text messages per month in 2006. To date, the Farmers' Call Center has approximately 500 contacts mostly extension workers, businessmen, and farmers from all over the country. In answering text messages, the Farmers' Call Center worked on three levels of operational mechanism: Level 1- All text messages land on this level. Level 2- the agent establishes links with experts to obtain information. Level 3- This is the ultimate resolution of all farmers queries if these are not resolved at Level 2. Frequently asked questions were developed and posted at the Pinoy Farmers' Internet website (www.openacademy.ph). Queries of farmers were responded through the assistance of PhilRice experts from different fields in rice research and development. It is recommended that linkages with experts from other government and private institutions focusing on agriculture and other related fields should be organized.