Smac Introduction

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Transcript of Smac Introduction

1. INTRODUCTION In the fast-paced, jargon-filled world of the Indian information technology industry, a new acronym is being marked in bold. "SMAC", the acronym for social, mobility, analytics and cloud, is not just the latest buzz word but it's also quickly becoming a business reality. Prevalence of social media, smart devices, and instant connectivity has radical altered expectations of customers. So while this year might be the year of recovery, growth in 2014 is going to be driven by the opportunity in SMAC -social, mobile, analytics, and cloud technologies. Moreover, integration and confluence of these Technologies will form the bedrock of future solutions.The emergence of new technologies over the past few years has resulted in a transformational change in the world around us. From the rise of social media with its over 1 billion subscribers worldwide, to the ubiquitous spread of mobile Phones and the resulting explosion of big data and big analytics, the world around us is changing faster than any one of us could ever imagine. Add to this the ever expanding presence of cloud computing in our life, and were probably witnessing the zenith of the technological age. India believes that four key technologies will hold the key to success for enterprises across the world. Social, Mobility, Analytics and Cloud (SMAC) are individual technologies and platforms which have risen during the past few years and have shown immense growth.The convergence on these technologies means dismantling the traditional business design: No longer is it required to keep people and information in the same location or to spend big money to support information sharing, communication and collaboration.SMAC based solutions, when offered and deployed as a SaaS based model, have given businesses are inopportunity to develop innovative solutions that ultimately lead to leveraging public IT infrastructure, lowering cost of ownership and deployment of innovative applications that not only improve enterprise decision making capabilities but also allows them to rollout new unprecedented business models and increase their each to customers.

2. PRINCIPLESMAC technologies are the new change agents in enterprise IT. When implemented, these technologies serve as a synergetic solution for digitally transforming an organization to be better equipped for the future of business. 3. HOW DOES SMAC WORKS

Fig3. Implementation of SMAC stack

Customers today do not spend money out of brand loyalty their forefathers once showed. Instead it now depends on information, reviews and, at times, practical demonstration where possible. This forced businesses to make analytics a part of their marketing strategy. A quick statistical analysis performance, cost and comparison to rival product is helping the consumer make a quick and informed decision. High and global availability of information and its compatibility with Various devices became cost effective with cloud technology.

4. SMAC STATISTICSAccording to various reports, the statistics of these four technologies enables to combine them and work together. From the rise of social media with its over 1 billion subscribers worldwide, to the ubiquitous spread of mobile phones and the resulting explosion of big data and big analytics, the world around us is changing faster than any one of us could ever imagine. Add to this the ever expanding presence of cloud computing in our life, and were probably witnessing the zenith of the technological age. KPMG in India believes that four key technologies will hold the key to success for enterprises across the world. These include:

Fig4.SMAC statistics 4.1 SOCIAL MEDIA A social media strategy has become a must for all enterprises, be it banks, retailers or the government. With over one billion individuals logged on to various social networks, people are now using social media for advice on what products to buy, where to shop and even regarding what firms they want to work with. While most enterprises use social media for their customer service function only, many firms have now started using social media in tandem with their sales and marketing functions. This in turn enables firms to use data generated by the customers effectively to service their larger pools of customers. Face book, LinkedIn, Twitter, Foursquare the new way how businesses and individuals are connecting with each other, globally. Enterprises are increasingly leveraging social media for customer engagement and brand building, as more and more individuals are becoming active Internet users and using social media. Further, the proliferation of smart devices and increasing mobile internet usage has supported the growth of active Internet users. Social media platforms are not only restricted to the social networking sites such as Face book and LinkedIn, rather extended to various forms of social media including YouTube, blogs, social bookmarking, geo-location sites, and daily deals. As the social media modes differ, so their application and priority from business to business. Moreover, changing business dynamics influences enterprise decision to select a social media platform. While daily deals lost its position, platforms like YouTube continues to be top preference of businesses followed by Face book, blogs, LinkedIn and Twitter. YouTube is the chart topper, however, collectively Face book, LinkedIn and Twitter signifies the importance of social networking in the social media world. Moreover, collectively the social networking sites nearly reach one in four, globally. The Social network users are expected to reach 1.73 billion this year, an 18 percent increase from 2012 driven by rising adoption in emerging countries.

Fig4.1. Social media 4.1. 2. Benefits of social media for businesses As per research firm Gartner, by 2015, India is pegged to have more Face book users than any other country in the world. With 1 in every 4 minutes online being spent on social networking, it becomes imperative for businesses to have a presence in the social media circuits. With the advent of smart phones and tablet PCs, people are staying connected to their friends and loved ones 24*7 through social networking apps along with the freedom of mobility. The users on social networking sites are creating tons of data by conversing, sharing images/videos, reviewing products and comparing before buying. All this data generated by the social network users, if analyzed can generate considerable insights for businesses. This is where Analytics comes in. Social media analytics has emerged as a powerful tool for uncovering customers entailments dispersed across countless online sources. As businesses feel the pressure to gain new insights from social media they require analytics expertise to transform this massive information into actionable insights. Social media analytics help organizations provide meaningful insights into the data created by social website users so they can improve customer satisfaction, identify patterns and trends, and makes matter decisions regarding marketing campaigns. Firms are investing heavily in software and hardware to study the online behavior of customers and trying to directly co-relate these with revenue streams. A pendulum shaped, countdown cover image of the OMG! Sale campaign as a teaser was uploaded on Face book A dedicated Citibank OMG! Sale event page was created The event link was shared on the brands Face book wall Interesting OMG! Videos were shared on Citibank Indias Face book wall Updates shared about the launch of the OMG! Sale Citibank card spends grew eight times over average daily spends at the 17 partner websites The average ticket size increased by 30% for the partner websites on Citibank cards Citibank India Fan page achieved the highest reach ever visits in 2012 20,95,104 and the highestvirality7.63% during the OMG! Sale This (social media) is perhaps the only medium through which one can engage and intrigue their consumers, create conversations and connect with them based on their preference.4.2 MOBILE Mobile devices have changed the way people access digital content. Smart phones and tablets have brought rich, digital content to the fingertips of consumers. Mobile banking has emerged as one of the most innovative products in the financial services industry. Shoppers are increasingly using their mobile devices for everything from browsing to comparing to buying products. Governments are also reaching out to their citizens, using mobile devices as anEfficientchannel. Enterprises must also jump on to the mobility bandwagon, and ensure that their applications are mobile ready.4.2.1 Key trends in mobility.Spread of BYOD: As more and smarter phones, tablets and other devices find their way into the hands of employees, the demand to use them at work will intensify. This trend will only accelerate in the years to come, and more and more enterprises are adopting a formal Bring Your Own Device (BYOD) policy.Employees are engaging in multiple work-related activities using their mobile devices; the three key activities include: a. Reading or viewing documents, spreadsheets, or presentations.b. Tablets are often used for analytics and modeling as well as to access web meetings and videoconferences.c. Accessing email, calendar, and intranet or employee portal sites lead the way for both devices.The concept of BYOD is pl