Audio Comment (If you’d rather listen than read) A couple of years ago was a talk on smart phones to a group of farmers. First question – how many have a smart phone? Out of 100 – maybe three. Fair enough, it was early. Second question – how many people have normal, regular, everyday cell phone? The majority. We told the group that it wouldn’t be long before you’d either get a smartphone because of what you could do with them – or because the normal, regular, everyday cell phone would become obsolete. Here we are with more and more farmers getting smartphones, and before long we’ll all have one. Unfortunately, the agriculture groups and business are falling behind. You can’t blame them. It is tough to know what type of app to build and for what device. Development is far from cheap, plus, the technology is moving so fast it is easy to fall behind. Well today it is time to end the excuses and for groups to get on board so that farmers can actually do something with their phones. I know, there are apps that work to calculate yield estimates and seed populations. I use it once a year. There are apps that convert units for when you mix a tank of herbicide, or ones that tells you the average crop price for your area. All great. But we need more. Why can’t I see a heifer in heat – open my phone and get data on who she is, who she belongs to, and who the top recommendations are for sires. Then, order the call. That is something I do everyday. Why can’t I look at the grain price and then see my marketing plan that includes what I’ve sold, what I’ve got left to sold, all based on that yield estimate.That’s something I do everyday. Why do I have to go to the desktop in the office to add which calf has been vaccinated, which heifer needs to be pregnancy checked, and what cow is giving me the most milk or most fat. That’s something I do everyday. I get it – every company is busy, everyone organization has challenges. But, it is time for ag to stop resisting, and start leading the way in mobile technology because farmers are tired of new rules and regulations that we’re forced to make notes on and not even given the pad and the paper to help us comply. Give us real solutions yesterday.