**4.5 2010–2020**

PA became even more mainstream during the 2010s decade. Larger and small companies alike came forward as partners integrating with the larger companies. These companies offered new technologies or solutions to growers at scale. There was growing competition among companies to either provide PA products or services. The unprecedented growth of PA has been observed in countries such as the United States, Canada, Germany, Australia to Zimbabwe, and others [5, 66]. In contrast, the rest of the world has seen relatively slow to embrace PA technologies [5, 66]. During this decade, the use of GNSS guidance systems dramatically increased in the Midwest and Southern regions of the U.S., estimating the current adoption rates of greater than 50% [67]. Emerging tools, such as satellite imagery and unmanned aerial vehicles (UAV) to support crop production systems, were reportedly used on 18% and 2% of crop production acreage, respectively [63, 67]. The use of UAVs alone increased from 2 to 16% by 2018 [63, 67]. Information gathering and analysis services such as grid/production zone soil sampling, UAV imagery, and yield map analytics increased substantially. The embrace of IoT applications in agriculture began to appear at the end of this decade in the Midwest U.S. [68].
