M-Advisory envisages is a “Vibrant, dynamic and progressive agricultural sector in Africa” . The Objectives are to reduce food and raw material production gaps through informed technology transfer, enhance rural incomes through diversification and employment creation, improve the quality of extension and advisory services to farmer, improve food and nutrition security through a comprehensive education, public health and agriculture package to farmers and value chain actors, enhance agricultural production through a real time information package, increase farm incomes through appropriate extension advisory services and safeguard the health and safety of communities and environment by reducing physical contact

The Mobile Advisory Services Ltd, implements business model that targets key partners in Agriculture, livestock, fisheries, forestry, research and other allied organizations. The Company aligns her activities to the broad goals of the government ministries of Agriculture, Animal industry, forestry, water and environment, Education who also base their plans on targets set by United Nations on sustainable development goals. The expertise and management experience of United Nations Agencies, Centre for Agricultural Biosciences International (CABI) Agro-tunnel International, Alliance for Agricultural Revolution in Africa (AGRA) and other development partners is fundamental to the company growth. The company engages in activities such as setting up the call centers, recruitment and training and regular updating of extension workers, especially retirees with vast technical and professional/research expertise and. The value preposition include 24/7 availability through the call Centre,(VCC) live and instant response to the callers even in the remotest areas. This arrangement enables customers and agents, resident in a wide geographical area with multiple languages utilize the services of the company. The M-Advisory platform has provisions for individual and group farmer registration, information search according to the stakeholder needs. The advertisement component enables the stakeholder to inform the customers of availability of goods and services and new technologies. The customer relationships are managed through media platform, voice calls and advertisements on the company platform .The company dashboard enables management to analyses its own interactions with its past, current and potential customers. The customer data analysis determines; customer history to enable the company improve business relationships, specifically focusing on customer retention and ultimately driving growth. Customer are segregated into individuals or farmer groups, bulk airtime users vs small air time users, non-government organization (NGO) vs private sector entities.The company utilizes key human resources available in extension/advisory arena, with vast experience who deliver the advisory /extension services. The VCC, is a remote contact centre, incorporated with agents who work in remote areas receive inbound calls and respond to outbound queries. The VCC is hosted at the business premises as well as the cloud. The call center enables the company to deploy agents remotely any time anywhere to provide services to the customers. The agents log into the system in their respective locations and respond to customer calls similar to an office environment. The company envisages a situation where the different customers irrespective of their financial status and illiteracy levels will benefit

The M-advisory services is an ICT farmer’s tailored mobile platform that practically enables farmers and other stakeholders to receive real time effective, efficient and instant answers to various queries.The backbone is a Virtual Call Centre (VCC) through which a farmer calls are received and routed to a team of trained experts that operate 24/7. A farmer or any registered member on the platform with a concern is agribusiness value chain will simply dial a short code (such as 222) and depending on the area of concern will automatically be routed to an available expert in that field within seconds the expert will then provide the farmer/customer with the relevant information when a call comes in the VCC system atomically logs and stores all the data such as the number if the farmer/customer and the name and number of the recipient Whiles on call, the expert constantly adds to this basic user profile by noting the location of the farmer/customer, farm practice and other challenges faced for future reference. The data capture by the VCC system can be used to send alerts for instance a disease/pest outbreak in a certain location all the farmers/customers from that area that are affected and have ever inquired on the issue will get SMS alert on their phones. They will be given options to call for further information. Providing the farmers /customer with technological information on crops and livestock production and marketing as well as financial literacy will result in farmers realizing the desired benefits. The extension workers both private and public extension worker will be trained to offer services to various categories of farmers and other customers. Initially expertise in various fields will be recruited. The experts will offer trainings in specialized areas to the training of trainers (TOT). The TOTs will be assigned to train others in the models of M-Advisory Services. All the trained personnel will be equipped with mobile phones and airtime/data to offer services to the target customers. Further, the Farmer field School approaches will be used to train farmers and other stakeholders in various technical fields. The learnings will take place on demonstration sites nearest to the farmers groups located in different geographical sites. The M-advisory Services Ltd platform intends to host virtual international conferences using distinguished and high profile speakers sourced globally.

M-Advisory Service Ltd is an ICT platform tailored to Agriculture (Crops, Forestry, Fish and Livestock), Value chains, Education (Financial literacy) and Health. The company makes and implement decisions according to the Memorandum of Association and Articles of Association. A board of 5 Directors has been appointed to act on behalf of shareholders to run the day today affairs of the business. The company has formed partnerships with shareholders from various countries in Africa and Asia including; Ghana, South Africa, Botswana, Kenya, Uganda and Bangladesh. The organization has an independent board of directors with varying professional backgrounds including telecommunication engineering, administration, agricultural economics, and financial management among others. The Board plays an advisory role and oversight function during the implementation. It is directly accountable to the shareholders and each year a general assembly is held to provide a report about the performance as well as plan for the future. The board meetings are held periodically to enable the board discharge its duties to control the overall company situation, strategy, policy and improve transparency and accountability. Further, in order to build trust and team work for productivity enhancement. Implementation, access to information, tools and techniques are transparently conducted.. M-Advisory’s project governance structure provides a decision-making framework that is logical, robust and reputable to govern this project, and independent of the underlying usage of project methodology. The projects are headed by well qualified project manager; who in charge of the day-to-day responsibilities, manage the milestones, and information flows. He/She manages a team of professionals who have uninterruptedly conduct various related activities using ICT, Management, Agriculture, Finance and other related specialties. M-Advisory Management intends to formalize the ‘what if’ scenarios in case of issue management (like unforeseen project events) and decision management. It will resolve the uncertainties of ‘who can decide what’ in a temporary environment, and it will also clarify the roles of all defined and designated stakeholder. In addition the structure stresses certain principles including; Separation of powers where the shareholders, Board of directors and service providers act independently to make decisions and have clear reporting mechanisms. The mechanism ensures that the projects meet customers and stakeholder needs and optimize value for money. Key stakeholders are allowed to share some level of control and beneficiaries are given the opportunity to share in the decision making process

Centre for Agriculture Biosciences International (CABI), Agricultural revolution for Africa (AGRA), Ministry of Science Technology and innovations (MOSTI) Ministry of Agriculture Animal Industry and Fisheries (MAAIF)