MSc

Information and Communication Technology (ICT) has now become an integral part
of the development process. Mobile phones added speed to the ICT revolution by converging
the services to create, store, access and share information anytime and anywhere making
them all-in-one magical device. It has become such an integral part of everyday life that it
estimated 7 billion subscriptions (International Telecommunication Union, 2016) i.e. 95 per
cent of the world’s population. Rapid growth of mobile telephony and the development of
mobile phone applications offer services to users that extend well beyond voice and text
communications, which can effectively be utilized by the extension personnel for information
dissemination and transfer of technology. Utilizing such new applications and services on
mobile phones helps the extension personnel for speedy, accurate and timely supply of
information to the farmers in various aspects related to agriculture and allied sectors.
The present study attempted to analyse the awareness, extent of knowledge, extent of utilization and satisfaction of extension personnel on m-tools. It also explored the constraints perceived by the agricultural extension personnel in using m-tools and formulated strategies for effective m-extension in Kerala. The study was conducted among 150 agricultural extension personnel selected randomly from five districts; which were selected from five agro-climatic zones of Kerala. Data were collected by using pre tested-structured interview schedule.
Contemporary mobile apps in agriculture suited to Indian conditions were identified
based on ratings, and after downloading them, they were analysed for its contents on the
specific information provided by them. Accordingly they were catalogued.
The personal profile of the agricultural extension personnel revealed that 53.3 per
cent were under middle age category ranging from 35-45 years. It was found that a greater
proportion (63.3%) of the respondents were female. With regards to their educational status,
more than half (56%) of them possessed a degree as their basic education whereas with
reference to agricultural education, 32 per cent had done a certificate course in agriculture
followed by 31.3 per cent with B.Sc. (Ag/Horti) graduation. Exactly 31.4 per cent of them
had more than 15 years of experience as extension personnel in the State Department of
Agriculture. In case of adopting new technologies majority (40%) of the extension personnel
were found as imitators, which revealed that they preferred to take their own time to adopt
new technologies. Majority of the extension personnel showed medium level of attitude
towards m-tools (77.4%) and medium level of occupational commitment (71.3%).
The ICT profile of the extension personnel revealed that 64.7 per cent of them had
not attended any e-literacy training programmes whereas cent per cent had not attended mliteracy trainings. Mobile phone was the most frequently used gadget as it was owned by cent
per cent of the extension personnel. Internet connectivity was good and sufficient for
accessing various m-tools which secured a mean score of 3.54. Most (84%) of the extension
personnel were aware of Kisan Call Centre when compared to other m-tools. In case of extent
of utilisation, most of the respondents were not making use of m-tools but those who were
making use of them showed a good satisfaction level. Among the constraints perceived by the extension personnel in using m-tools, unavailability of user friendly m-apps in Malayalam language was identified as the major constraint followed by non-availability of mobile phone networks in rural areas, lack of exposure to m-education among extension personnel, low level of e-readiness by the extension personnel/organizations and so on. Majority (82%) of the extension personnel opined that m-apps were necessary for effective extension work and the information required by them through m-tools comprised of information on pest and disease identification and control measures, location specific weather and marketing aspects, availability of quality inputs and so on. In order to facilitate effective m-extension in Kerala, there is urgent necessity for organising e-literacy and m-literacy training programmes. Similarly there is a need to modify
the G.O. No. 14409/R2/2011/P& ARD which stated a restriction on the use of mobile phone
in work place. Mobile voice messages to language minorities focus on developing user
friendly apps in Malayalam, providing official smart phones to extension personnel, exposure
of extension personnel on m-education and policy level decisions to make the agricultural
extension organisations e-ready are some of the strategies to be considered for effective mextension in Kerala.