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  • Published In : Feb 2024
  • Code : CMI6269
  • Pages :165
  • Formats :
      Excel and PDF
  • Industry : Smart Technologies

The global ISOBUS Terminal market size is estimated to be valued at US$ 770.7 Million in 2024 and is expected to reach US$ 1,593.7 Million by 2031, growing at a compound annual growth rate (CAGR) of 10.9% from 2024 to 2031.

ISOBUS (International Organization for Standardization 11783) is a communication protocol used in agricultural and forestry machines. ISOBUS terminals are display units equipped with ISOBUS technology that enables communication between tractor and implement. The ISOBUS terminals provide various benefits such as plug-and-play interoperability between machines, reduced hardware components, and flexibility to use virtual terminals. The growing mechanization and automation in agriculture is a key factor driving the ISOBUS terminal market growth.

The ISOBUS Terminal Market is segmented by display type, component, application, end-use industry, sales channel, farm size, and Region. By display type, the market is segmented into basic, advanced, and smart ISOBUS terminals. The advanced ISOBUS segment accounted for the largest share in 2022. Advanced ISOBUS terminals offer features such as onboard processing power, intuitive touchscreens, section and rate control, guidance systems, and fleet management capabilities. The increasing adoption of precision agriculture and automation is contributing to the growth of the advanced ISOBUS terminal segment.

ISOBUS Terminal Market Regional Insights

  • North America is expected to be the largest market for ISOBUS terminal during the forecast period, accounting for over 35% of the market share in 2024. The growth of the market in North America is attributed to the early adoption of advanced technologies in agriculture and increasing farm mechanization in the region.
  • Asia Pacific is expected to be the second-largest market for ISOBUS terminal, accounting for over 25% of the market share in 2024. The growth of the market in is attributed to the growing population and food demand, and government support for mechanization in agriculture in the region.
  • Europe is expected to be the fastest-growing market for ISOBUS terminal, growing with a CAGR of over 12% during the forecast period. The growth of the market in Europe is attributed to the increasing mechanization of agricultural practices and rising government investments in the agricultural sector in the region.

Figure 1. Global ISOBUS Terminal Market Share (%), by Region, 2024


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ISOBUS Terminal Market Drivers:

  • Increasing Adoption of Precision Agriculture: The increasing adoption of precision agriculture technologies by farmers around the world has become a major factor driving the growth of the ISOBUS terminal market in recent years. Precision agriculture, also known as satellite farming or GPS farming, utilizes a range of technologies such as GPS, GIS, telemetry, sensors and software to help farmers optimize operations like seeding, spraying, harvesting and many other field operations. This allows farms to save on inputs like water, fertilizer and fuel while increasing resource use efficiency and farm productivity. According to data from the United Nations Food and Agriculture Organization (FAO), the percentage of farms using some form of precision agriculture technologies increased from 5% in 2010 to over 25% in 2020 across major agricultural nations.
  • Rising Farm Mechanization: The rapid advancement of farm mechanization has significantly aided in driving the growth of the ISOBUS terminal market in recent years. As more agricultural operations transition towards greater automation and precision farming techniques, the need for standardized communication protocols between various farm equipment and machinery has increased substantially. ISOBUS or International Organization for Standardization Bureau of International Standards is an international communication standard that allows interchange of data between farm equipment, regardless of manufacturer. It facilitates plug-and-play functionality for machines in the field. With modern agriculture becoming more consolidated, specialized and time-sensitive, real-time collection and analysis of field data is crucial to maximizing yields. ISOBUS terminals installed in modern tractors, harvesters and other machinery help transfer steering commands, application maps and implement controls digitally. According to statistics from the United Nations Food and Agriculture Organization, the proportion of agricultural area under mechanized practices rose from 12% in 2001–2003 to 15% in 2019–2021 across developing countries. In major farming nations such as the U.S., India and China, over 85% of current sowing, harvesting and field work relies on varied machinery driven by advanced automation technologies.

ISOBUS Terminal Market Opportunities:

  • Development of Smart ISOBUS Terminals: The development of smart ISOBUS terminals holds immense potential to accelerate growth in the ISOBUS terminal market. Smart terminals allow seamless communication between of agricultural machinery and farm management software solutions, enabling remote operation and monitoring of equipment. This brings unprecedented convenience and productivity gains for modern precision farmers. Smart terminals are internet-connected devices that can support a whole host of value-added services like over-the-air software updates, advanced data analytics and telematics. For instance, terminals with integrated GPS and sensors allow machines to autonomously execute scripts created in farm management programs. This facilitates precision application of inputs like fertilizers and seeds. Remotely accessed machine performance data from smart terminals further helps farmers optimally utilize their equipment, reduce downtime and lower operating costs. According to the latest data by the UN Food and Agriculture Organization, over 75% of commercial farms globally now use some form of precision agriculture - a nearly 15% increase since 2018.
  • Growing Adoption of Telematics: The growing adoption of telematics technology in vehicles and farm equipment presents a significant opportunity for the ISOBUS terminal market. Telematics allows for remote monitoring and control of vehicles through devices installed in them which connect to the internet. This allows original equipment manufacturers and fleet operators to track the location, usage patterns and performance of vehicles and equipment in real-time. With the integration of telematics capabilities, ISOBUS terminals can facilitate advanced connectivity solutions. The terminals can support various telematics functions like fleet management, predictive maintenance, remote diagnostics, over-the-air updates and more. This type of centralized telematics control and monitoring brings considerable benefits like optimized asset utilization, reduced downtime, lower operating costs and improved uptime. As connectivity becomes increasingly important for infrastructure as well as agriculture, the ability of ISOBUS terminals to deliver integrated telematics will drive their higher adoption rates. According to Food and Agriculture Organization of the United Nations data from 2021, the use of precision agriculture and driverless farm equipment saw an increase of over 15% globally.

ISOBUS Terminal Market Report Coverage

Report Coverage Details
Base Year: 2023 Market Size in 2024: US$ 770.7 Mn
Historical Data for: 2019 to 2023 Forecast Period: 2024 - 2031
Forecast Period 2024 to 2031 CAGR: 10.9% 2031 Value Projection: US$ 1,593.7 Mn
Geographies covered:
  • North America: U.S. and Canada
  • Latin America: Brazil, Argentina, Mexico, and Rest of Latin America
  • Europe: Germany, U.K., Spain, France, Italy, Russia, and Rest of Europe
  • Asia Pacific: China, India, Japan, Australia, South Korea, ASEAN, and Rest of Asia Pacific
  • Middle East & Africa:  GCC Countries, Israel,  South Africa, North Africa, and Central Africa and Rest of Middle East
Segments covered:
  • By Display Type: Basic ISOBUS Terminal, Advanced ISOBUS Terminal, Smart ISOBUS Terminal, Others
  • By Component: Display, Communication Module, Others 
  • By Application: Precision Farming, Telematics, Fleet Management, Others
  • By End-user Industry: Agriculture, Construction, Forestry, Others
  • By Sales Channel: OEM, Aftermarket
  • By Farm Size: Small, Medium, Large, Others
Companies covered:

Trimble, Topcon, Raven Industries, KUBOTA, Teletrac Navman, AGCO, Aagland, Lely, AgJunction, Robert Bosch, AgLeader Technology, AgEagle, DICKEY John, CLAAS, CNH Industrial, BouMatic, Hexagon Agriculture, Farmers Edge, Autonomous Tractor Company, Deere & Company

Growth Drivers:
  • Increasing adoption of precision agriculture
  • Rising farm mechanization
Restraints & Challenges:
  • High costs and complexity
  • Lack of standardization

ISOBUS Terminal Market Trends:

  • Consolidation through Mergers and Acquisitions: The ISOBUS terminal market has witnessed increasing consolidation over the past few years as large agriculture technology players acquire smaller niche companies to gain technical expertise and expand their product portfolios. For instance, acquisitions like Trimble’s takeover of HarvestMark and Hexagon’s purchase of VTEC Software have allowed companies to incorporate new capabilities into their terminals related to farm workflow management, SCADA, etc. The trend of consolidation is likely to intensify as companies aim to provide end-to-end platforms and maximize value for farmers. This will increase the dominance of top players but also streamline innovation for ISOBUS terminals through synergies across merged entities. According to data released by the Indian Brand Equity Foundation (IBEF) in 2022, India's electronic hardware production is expected to reach US$ 120 billion by 2025 aided by the 'Production Linked Incentive' scheme of the government.
  • Transition to Virtual Terminals: The shift towards virtual terminals is having a profound impact on the ISOBUS terminal market. Traditionally, ISOBUS terminals have been hardware devices that are physically mounted in agricultural vehicles to allow communication and control of implements and machinery. However, there is a growing trend of equipment manufacturers developing software-based virtual terminals that can be accessed via the in-cab touchscreen or a mobile device. This provides more flexibility and reduces costs compared to physical terminals. Farmers now have the option to control their implements from inside the cab or even remotely, making operations more efficient. Farmers in Canada struggled to get new planters fitted with physical terminals in 2020, and many had to use virtual terminals on their tablet devices as an alternative (Government of Canada COVID-19 Impact Survey, 2021). This highlighted the reliability of virtual platforms.

ISOBUS Terminal Market Restraints:

  • High Costs and Complexity: One of the major factors restraining the growth of the ISOBUS terminal market is the high costs and complexity associated with it. Setting up an ISOBUS system requires specialized hardware and software components which makes the initial setup and installation a costly affair. Farmers need to purchase terminals, cabling, software licenses, etc, which combined can run into tens of thousands of dollars depending on the size and complexity of the farming operations. Additionally, the complex nature of integrating different fleet machinery and equipment from different manufacturers requires technical expertise and ongoing support which adds to the cost of ownership.
  • Counter Balance: Establishing clear value propositions, demonstrating tangible Return on Investment, and continuously engaging with the farming community to address their challenges can promote wider adoption of ISOBUS terminals. It's also vital to keep an eye on evolving market trends
  • Lack of Standardization: Lack of standardization has been one of the major restraints hampering the growth of the ISOBUS terminal market globally. ISOBUS is an internationally standardized protocol for communication and control among electronic components integrated in agricultural and forestry equipment. However, the application protocols and software used by different equipment manufacturers are still not fully standardized. Each manufacturer designs the ISOBUS device according to their own preferences and interpretations of the standards rather than strictly following them, which causes compatibility issues. This leads to problems in interoperability when trying to connect implements or components from different brands to the same terminal. Farmers often have to limit themselves to using accessories and tools produced by the same manufacturer as their tractors or harvesters to ensure seamless connectivity.
  • Counter Balance: Promote or assist ISOBUS equipment certification programs to guarantee that all commercially available ISOBUS terminals adhere to a minimum compatibility standard. Invest in customer education programs that walk farmers through the practical aspects of ISOBUS standardization and show them how to make sure their purchases are compatible. Give end users thorough technical assistance and direction to help them with the initial setup and any compatibility issues they may run into.

Recent Developments

New product launches

  • In January 2021, John Deere, a U.S.-based corporation that manufactures agricultural machinery, heavy equipment, forestry machinery, diesel engines, drivetrains used in heavy equipment, and lawn care equipment, introduced the 4240 Universal Display which supports ISOBUS standards. It enables real-time transfer of data between implements and tractors for optimizing operations.
  • In March 2022, Trimble, a U.S.-based software, hardware, and services technology company, launched the TMX-2050 display with advanced features like Android OS, built-in GPS guidance and Section Control for spraying and spreading. It delivers an intuitive user experience.

Acquisition and partnerships

  • In January 2022, Hexagon's Agriculture division, which empowers agroindustry customers to solve tough crop planning and management challenges with innovative solutions, acquired Farmers Edge, a provider of digital agriculture solutions. This acquisition expands Hexagon's smart digital capabilities in precision agriculture.
  • In May 2021, Kubota Corporation, a Japan-based multinational corporation based in Osaka, partnered with Escort Group, an agricultural equipment manufacturer to develop ISOBUS compliant tractors and implement for the European market.

Key Strategic Initiatives

  • In September 2022, CLAAS, one of the world's leading manufacturers of agricultural machinery, launched the latest S10 terminal with a 12-inch touchscreen and wireless networking capabilities. The new ISOBUS terminal enables smart farming through SECTION CONTROL and automatic steering.
  • In June 2020, Robert Bosch GmbH, commonly known as Bosch, a Germany-based multinational engineering and technology company headquartered in Gerlingen, Germany, acquired Electrogen and ProLeiT, companies offering solutions for the agricultural machinery market. This strengthened Bosch's expertise in tractor terminals and farm management software.

Figure 2. Global ISOBUS Terminal Market Share (%), by Sales Channel, 2023


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Top companies in ISOBUS Terminal Market

  • Trimble
  • Topcon
  • Raven Industries
  • Teletrac Navman
  • AGCO
  • Aagland
  • Lely
  • AgJunction
  • Robert Bosch
  • AgLeader Technology
  • AgEagle
  • DICKEY-john
  • CNH Industrial
  • BouMatic
  • Hexagon Agriculture
  • Farmers Edge
  • Autonomous Tractor Corporation
  • Deere & Company

*Definition: The ISOBUS Terminal Market refers to the industry and ecosystem around display terminals that utilize the ISOBUS technology for communication and automation in agricultural equipment such as tractors, implements, sprayers, and other machinery. ISOBUS (ISO 11783) is a standardized communication protocol that enables plug-and-play interoperability between tractors and implements from different manufacturers. The ISOBUS terminals act as the core interface for monitoring and controlling the equipment. They provide capabilities such as navigation, mapping, section and rate control, machine diagnostics among others that help enhance agricultural productivity through precision farming and automation. The ISOBUS Terminal Market is driven by factors such as increasing food demand, need for advanced farming techniques, reducing farming costs and higher efficiency.

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Frequently Asked Questions

The key factors hampering growth of the ISOBUS terminal market are High costs, Lack of standardization, Complex integration with hardware, Limited awareness among farmers, Lack of technical knowledge.

The major factors driving the ISOBUS terminal market growth are Technological advancements, Government support and subsidies, increased farm mechanization, Rising labor costs, Strong demand for food crops.

Trimble, Topcon, Raven Industries, KUBOTA, Teletrac Navman, AGCO, Aagland, Lely, AgJunction, Robert Bosch, AgLeader Technology, AgEagle, DICKEY-john, CLAAS, CNH Industrial, BouMatic, Hexagon Agriculture, Farmers Edge, Autonomous Tractor Corporation, and Deere & Company.

North America is expected to lead the ISOBUS Terminal Market in terms of market share.

The CAGR of the ISOBUS terminal market is projected to be 10.9% from 2024 to 2031.

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