Another example is machine data. Aggregating performance data across a field inventory of working machines has a tremendous benefit for companies and can help improve future designs. Farmers who use JDLink, for example, would be able to access information about their own machines, but John Deere also has access to the aggregated information — if the farmer opts in.

Chis Batdorf, product marketing manager, John Deere Intelligent Solutions Group, notes that the company has created a website — johndeere.com/trust — that defines the data and privacy agreements in key detail. “The core principles around data at John Deere are that there is value in the data for the customer and the company. We’re very transparent about what we will and will not do with the data. And the customer will have choices, and the customer controls the direction of the data.”

No matter how much a company tests a machine or works to gather information, it would be difficult to get the universe of data available from these new telemetry tools on the market from major players. How does a specific model work in high temperatures under load? Would the machine perform the same at a lower rpm, saving fuel and adding to engine life?

These same services would also allow your local dealer to know how your machine is performing at any given time.

Over at AGCO, the Fuse strategy can capture machine information, but only if the farmer opts in, says Jason O’Flanagan, senior marketing specialist, North America. “Right now we offer limited data transfer capabilities, but machine data collection is widely available. This is an opt-in service for us to look at the data. The data belongs to the customer, even if it’s on our server,” he says.

AGCO’s main focus is that machine data. “The data we would like to see is engine temperature, spikes in oil pressure, and [to] monitor machines to improve design,” he says. “We’re not really in the yield and harvest data capture service.”