Int.J.Curr.Microbiol.App.Sci (2017) 6(7): 866-872 866 Original Research Article https://doi.org/10.20546/ijcmas.2017.607.106 Perception and Usefulness of Mobile Phone Based Agro-Advisories (MBAs) K. Madan Mohan Reddy 1* , I. Sreenivasa Rao 1 , M. Srinivasulu 1 and G. D. Satish Kumar 2 1 Department of Agricultural Extension, College of Agriculture, Professor Jayashankar Telangana State Agricultural University (PJTSAU), Hyderabad-30, Telangana, India 2 Indian Institute of Oilseed Research, Hyderabad-30, Talangana, India *Corresponding author ABSTRACT Introduction The most widespread information and communication technology (ICT) in developing countries today is the mobile phone. Mobile phones are the devices that can create, store, access, and share information anytime, anywhere. But they are more than that, when teamed with extension and advisory services, they can help improve the livelihoods of rural people by getting much needed timely information to their fingertips at potentially low cost. A number of pilot experiments/studies in the use of mobile telephones in development sector have emphasized its potential and relevance in agriculture and rural development sector although a suitable framework still needs to be evolved for its efficient and sustained use in agriculture information dissemination. For example, we need to evolve an information delivery mechanism so that farmers can take major agricultural decisions such as timely soil preparation, time of sowing, appropriate doses of fertilizers, irrigation scheduling, weeding, harvesting, and storage and marketing which have been of key concern to farmers. To provide information on these aspects the existing extension staff is very limited. According to estimates, on average International Journal of Current Microbiology and Applied Sciences ISSN: 2319-7706 Volume 6 Number 7 (2017) pp. 866-872 Journal homepage: http://www.ijcmas.com The most widespread information and communication technology (ICT) in developing countries today is the mobile phone. Mobile phones are the devices that can create, store, access, and share information anytime, anywhere. But they are more than that, when teamed with extension and advisory services, they can help improve the livelihoods of rural people by getting much needed timely information to their fingertips at potentially low cost. The present study was carried out in Warangal district of Telangana state by selecting the 60 beneficiary farmers of mobile phone based agro-advisory services. The specific objectives of the study were to know the usefulness and perception towards mobile phone based agro advisories. The results showed that 48.33 per cent of respondents indicated as mobile phone based agro-advisories were moderately useful and the majority (50.00%) of the respondents had positive perception towards the mobile phone based agro-advisories. Keywords Information and communication technology (ICT), Mobile Phone Based Agro- Advisories (MBAs), Perception, Usefulness. Accepted: 14 June 2017 Available Online: 10 July 2017 Article Info