The Mobile for Development mFarmer initiative has come to a close. Having reached nearly 1.5 million users in 2.5 years, many valuable lessons have been learnt. Our mAgri Analyst, Tegan Palmer, presents these learnings and insights in a webinar held on 21st January 2015. Quantitative and qualitative evidence was drawn from user behaviour, field interviews and phone surveys across four countries. Here we present lessons on what works and what doesn’t in designing, pitching and marketing mobile agriculture services in emerging markets.