By Ravi Teja, VP, Global Consulting Businesses, Nihilent Technologies
Incorporated in 2000, Nihilent is a global consulting and solutions integration company based out of Pune and its operations span across North America, UK & Ireland, Africa, Middle East, Australia and Asia.
Dynamic trends, complex markets, increased consumerism and homogeneity of products seem to ail enterprises across verticals and economies. The global market place is changing and unlike previously, the customers have unmatched access to information. All these factors combined are compelling organizations to constantly look out for technology solutions to help them maintain their market-share. But the term Technology encapsulates various aspects ranging from software &applications to IT platforms &mobile technology. What really is delivering services in a cost-effective manner and paving new way forward for businesses is SMAC, the integration of Social, Media, Analytics and Cloud Computing to support the new Enterprise IT model.
Enterprises are focusing on adopting SMAC to grow revenues through the new sales channels like mobile devices and social media, while trying to bring in operational efficiency and customer experience. Each aspect of SMAC plays a vital role in differentiating one enterprise from the other and helps in creating a unique experience for the end user. The factors listed below will be able to provide a clear picture of how SMAC can be incorporated in business:
Platforms such as facebook, twitter, google+ and linkedin are no longer leisure sites but a new market place. According to Social Media Examiner report as on May, 2014 Facebook alone, has 16 million active users only in India
Organizations are demanding their workforce to be more productive and mobile devices are playing a vital role in enhancing productivity. As per a CMR report 40% of Indian organizations have a BYOD policy.
Analytics is being adopted across industries. From retailers to the Government. Retailers use it to predict, enrich and influence their customer’s buying decisions and the Government can use it to take long term decision about civic amenities.
It is considered to be the strategic differentiator among organisations. It is cost effective, brings in agility and accelerates the overall business performance. According to IBM, approx 58 %of enterprises spend more than 10% of their annual budgets on cloud services.
SMAC in India
It is proclaimed thatthe traditional services such as application, development and maintenance work alone accounts for 35-40 percent of the revenue of most Indian IT firms. But with increased automation and platform-based services across segments, analysts agree that SMAC will allow the IT industry to offer more value to clients. According to a survey Offshore Insights, companies will spend 15-16 percent of their IT services and outsourcing budgets on SMAC and India will export $15 billion worth of SMAC software and services in fiscal 2017.
One can safely state that SMAC has become mainstream for the top 30 per cent of any industry. For verticals such as banking, insurance, retail and healthcare, it has become absolutely critical, while traditional industries like manufacturing and infrastructure are slowly but surely adopting SMAC. The customer facing side of any business is seen to leverage SMAC more, as they pursue increased efficiency and innovation in that side of the business, but in B2B companies, these definitions are slowly dissolving.
The new Indian Government has been credited for multiplesignificant endeavors and one of them is the accelerated SMAC adoption in India. We have all received candidate profiles and other campaign materials on our Facebook wall, mail inbox and even on WhatsApp; but what is lesser known is that the current Government also uses sophisticated social media analytics to gauge the public reaction to its choice of candidates, position on issues, impact of specific campaigns and even correct mistakes before it could snowball. It is claimed that, identifying influencers, targeting them with appropriate content and gauging their feedback were done in conjunction with SAP and InMobi.
Challenges in SMAC:
Adoption of SMAC comes with its own set of challenges that must be addressed if enterprises want to make optimal use in operations.
SMAC Trends in 2015:
In 2015, the following will be some of the key trends/opportunities in SMAC:
Indian IT services firms have begun talking about SMAC-driven growth and according to research firm International Data Corp’s (IDC’s) estimate, Indian IT vendors will generate at least $225 billion in SMAC-related revenue in 2020.However, as SMAC technologies get absorbed in the IT fabric of organizations, challenges for organizations will change from driving adoption to balancing benefits realization with the security and governance concerns. Also enterprises globally adopt new technology formats for operational efficiency, cost reduction, extend the current reach, and gain business edge, they need to assess the impact of the investment as well as consider their own strengths and weaknesses with respect to how this paradigm shift may affect the overall organization’s culture and operations.