SMAC is a powerful tool in giving
insights about the business world and helping them know about the customer
preferences .SMAC has 4 main parts S- SOCIAL, M- MOBILE, A-ANALYTICS and
C-CLOUD.
Social networking:-Social data means
information taken from the likes of Twitter, Facebook and Instagram in order to
know what the customers are basically talking about, their needs and demands
from the current market. And all this can be gleaned with the help of tools
like data shift which is basically human data intelligence that helps in
translating data into action.
Mobile devices:-As we all know that today the world
lives on smart phones and due to high internet penetration people are
connecting with each other. Mobile devices allow users to update profile, catch
new deals, promotions, track locations, etc.
Analytics:-Humongous databases have come
into existence which has the capability to handle millions of records in a
short time; analytics is used to make intelligent predictions about the
customer’s reaction based on information derived from social
networking. Analytics can also be a classified predictor of customer behaviour
which tends to give accurate results and helps to analyse the pattern of
customers.
Cloud
computing:-Cloud is one of the best upcoming elements in the SMAC, it refers to
a vast storage capacity available for which the business has to pay by the
minute or hour. Hence companies do not need to spend millions of dollars on
building a data warehouse and maintaining it, instead they can simply rent the
space on the cloud whenever they require it. Whenever they require more space
they can pay a few hundred dollars and continue on their merry way building
what they want, according to their requirements.
Taking decisions without knowing the
facts is like a shot in the dark, it can lead to the collapse of your
organization, loss of customers and unsatisfied employees. Overall it can
decrease the name or credibility of your company. Such a step can result in
collapse of the whole business and shutting down of the company or firm.
Enterprises today take customer data from multiple sources, it is necessary to
use the data in an intelligent and indigenous way.
Makers of the decision have relied on
their decision support systems to take crucial decisions, but often the ROI
expectations are not exact because the available data is scattered throughout
the company. Businesses now realise combining or integrating multiple sources
of data is not possible without a platform, thus creating a platform leads to
effective decision making.
There was a time when companies were
pushed against the wall having just two choices, either Evolve or Perish. This
is when the Social-Mobile-Analytics-Cloud (SMAC) framework came into the
market. It provided increasingly promising solutions to the global industries
to succeed in the highly competitive market and the rapidly moving world of
technology.
SMAC
is a useful blend of multiple technologies with unique functionalities combined
into a single platform. Using these technologies has brought a significant
improvement in the business. But merging of these technologies into a single
platform was a breakthrough in technology waiting to happen. This methodology
when implemented brings greater value and acts as a force multiplier to
marketing efforts for the business. The majority of industries now a days are
putting the efforts in SMAC technology to experiment and see how it can help to
enhance the customer experience, also adding more value to their company or
business.
Experiments carried out by various
companies have made it clear that SMAC has a lot of potential, it can be a game
changer for its implementers. SMAC is finding a wider acceptance with a steady
rise in the number of clients and many of them moving from trail implementation
to full scale implementation. The SMAC demand is going to increase as global
firms are ready to spend a major
part of their assets on it. SMAC guarantees enhanced customer satisfaction,
unparalleled competitive advantage and notable value to the business. It also
acts as a confidence reviver for all technology users.
SMAC
enabled applications and infrastructure needs to focus on three key areas:
i)
Core skills around new working style of
customers and employees need to be developed.
ii)
To
learn how to analyse and asses the business
iii)
Keeping
in mind the inflection point of information.
IT
departments shall have to become experts of these 3 key elements.
To
accomplish this last objective they need to focus on machine learning
capabilities and intellectual analytics to make clever decisions with this
information, in addition to routine processing and not only deal with sheer
scale and velocity of their data.
How
to deliver positive benefits to business? What is your business plan? Have you
implemented SMAC? These are the questions asked by customers now a days to the
business and hence this makes the SMAC strategy important as it is growing
stronger and smarter. With increased automation and platform-based services
that can be replicated across segments and non-linear schemes, analysts confer
that SMAC shall give IT companies extra edge offerings for clients. And hence
big multinationals like Infosys, Cognizant, and Tech Mahindra are inclined
towards implementation of SMAC in their Ecosystem to get a better hold on their
customers and to grow their business.
Shreya Gupta
Batch 2017
Symbiosis Institute of Telecom Management
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