The privatization of agricultural advisory and extension services in many countries and the associated pluralism of service providers has renewed interest in farmers’ use of fee-for-service advisors. Understanding farmers’ use of advisory services is important, given the role such services are expected to play in helping farmers address critical environmental and sustainability challenges. This paper aims to identify factors associated with farmers’ use of fee-for service advisors and bring fresh conceptualization to this topic.

The paper describes an attempt to improve the uptake of a new agricultural Decision Support System (aDSS). The approach was to design it with an understanding of the successes and failures of predecessors and of the changes in patterns of relevant technology use over time, the “usage context”. Even though its predecessor, IrriSatSMS, showed great potential in pilot seasons, that system failed to be commercialised successfully.