How SMAC will Transform the Future of Enterprises


Every year my Christmas celebration seemed to miss something and I always thought, “why can’t I remember what have I been missing all these years?” But it just wasn’t something; I had been missing quite a few things, and each in different years which ultimately made my festival incomplete.

Each year brings a new resolution for us; similarly there are new concepts to look up to and adopt. These new approaches are the result of the latest marketing as well as technological trends. Almost every innovative concept is trying to cause disruption and how they are changing the way we do business.

Relevant information that aids in accelerating our decision making process; and strategies which help in getting these significant information are critical to business needs. The strategists of every business firm look for the most germane solutions that can help them get real-time data at their fingertips; SMAC has proven to be one such well-suited answer.

With almost every business embracing the concept of enterprise technology; the time is ripe for the decision makers to understand, adopt and implement the accelerating concept of SMAC.

So, for this Christmas I decided to go for a vacation with a group of friends. I didn’t know how many people were there in the group; nor who they were, except one of them who was making all the arrangements; actually I chose not to know these details.

What is SMAC

Simply expanded, the term SMAC stands for Social, Mobile, Analytics and Cloud.

Now these are not simply instruments to act as support; these technologies are shaping the future of enterprises. These four components together act as a complete set-up for enhancing the end-customer experience.

SMAC is a complete ecosystem covering the most essential factors that help you understand the current business scenario and take decisions accordingly. For disruptive innovators who are looking for a small window to come-up with breathtakingly unique concept; SMAC is a helpful model.

Our end-users have already moved ahead in most of the digital concepts and they are fast embracing everything that is being introduced; whether it is mobile, wearables, Internet of Things or cloud computing. All we need to do is connect and engage with them in order to collect feedbacks and similar useful data; SMAC allows you to do this and more.

I was concentrating on ensuring that nothing is skipped and this Christmas doesn’t end with that sting of incompleteness. I was attempting a new road and was ready to take my chances. It was going to be a trip when I wouldn’t answer calls and texts; but that didn’t mean getting totally disconnected.

Impact of SMAC on Enterprises

Recently during an interactive session with a Silicon Valley VC who is also a disruptive innovator; I realized the fast pace at which we are moving in this Post Digital era. When he said in a confirmatory tone that within the next ten years, we are going to forget everything about the magnanimous World Wide Web; and will have to unlearn a lot of things that we have been applying. It suddenly seemed that an assumed and agreed actuality has been put in words.

The most prominent landmark of the post digital era is active users who are moving towards a completely digital driven lifestyle in the form of Internet of Things. SMAC which is more Enterprise Technology centered; has proved to be a helpful theory aiding in the breakdown of data and information to form the backbone of your marketing strategies.

Even Cognizant’s CEO gave the credits to SMAC for bringing a major transformation in industry standards, as well as enhancing the future for IT Enterprises.

However, if you go wrong in the implementation of any of these components the results maybe as disastrous as ‘tanning gone wrong’. Let’s take a deeper look into each of the SMAC constituents to get a better understanding:

a) Social

Whether you are an individual, entrepreneur or a corporate, your social reputation plays an important role in influencing your niche. You are able to connect to the end-users, collect real-time and mostly genuine feedbacks as well manage your brand reputation through social media.

The numerous platforms allow you visibility in various avatars; you can be an absolute expert on Twitter; fun-loving and creative on Instagram and carry out social CRM on Facebook and LinkedIn.

However, let not the term ‘Social’ be limited to the above mentioned platforms. It has a more advanced connotation and even wider perspective. An enterprise’s main motive is connecting with their prospects and present customers; in order to enhance their user engagement; as well as build and/or maintain your brand reputation.

Well! Social gives you not just a window but a fully open door to increase your customer engagement. Hence, social is critical when it comes to the Customer Relationship Management (CRM) of your enterprise.

Below are enlisted some benefits of social:

  1. Social Media has been identified as a soft tool that helps in brand advocacy and brand loyalty.
  2. In case of B2B companies, breaking down your social media influence will tell you about the areas you need to improve for creating a better brand recall.
  3. Social enterprise tools provide a more organized approach to conversations amongst the members connected professionally.
  4. Sharing files and information, real-time updates and connecting processes becomes easier; as is evident from the increasing number of adopters of these tools.
  5. You can easily communicate with your team, even on the move.

Apart from regular interactions on Twitter or Facebook; video testimonial from a client can be advantageous, if publicised properly.

Though not available on phone or answering texts, I was going to post check-ins, pictures and tweet about every place I was to visit. Just to make sure I remembered what I felt exactly at that moment.

During a survey by Social Media Examiner a whopping 92% of marketers agreed that social media was important to their business. This is a considerable rise from last year’s social media usage graph.

However, implementation of Social Enterprise tools is not so widespread amongst organizations. The doubtfulness exists especially because of their unstructured approach. Moreover, a rise is expected in the acceptance of Social Enterprise tools in the coming years.

b) Mobility

Mobile is soon going to be the future and the web will eventually go to the apocalypse; this prediction is being backed by most surveys. Within the big wave of mobility there are many smaller waves such as Internet of Things, BYOD etc. Increase in the number of mobility adopters; more companies placing their trust in Enterprise Mobility and more enterprises now enhancing their channels for mobile web usage are all insignia of the fact that mobility is an undeniable revolution we are already going through.

Based on the mobile consumer survey carried out by Deloitte, which included respondents from over 22 countries and five continents; about 35 million people in UK alone have a Smartphone, eight percent points higher than in 2013. An article by TechRepublic talks about the increase in mobile CRM usage, as Apple, IBM and Microsoft are focusing more on the Enterprise Mobility trends, building more ‘made-for-business apps.

The concept of BYOD (Bring Your Own Device) and CYOD (Choose Your Own Device) will rise and enterprises will spend an estimated $16.3B on middleware software in 2015, according to a report by Forbes.

Worldwide IT and telecommunications spending will grow 3.8% in 2015 to more than $3.8 trillion; and worldwide spending on big data-related software, hardware, and services will reach $125B in 2015, are some of the predictions by IDC.

For instance, one of my client, a recognized name in consulting and providing tools and technologies to enhance the support systems of organizations; asked for a web application for their variant client base. Now ‘variant’ in this case meant, the biggest pharmaceutical companies; recognized banking organizations and similar such honchos.

However, we suggested that they better go with a native mobile app which would work on different devices and help them provide better customer service. The result, now they have around eight updates, that has helped them gain more customers. We have the client’s loyalty since 5 years and have already created four more products for them.

c) Analytics

We are already transforming from Predictive Analysis to Prescriptive Analysis; which means the large amount of data that you have collected will now help you in deciding the next best action. Analytics help in evaluating your cost, to plan your expenditure; design your operations and even strategies about how to effectively manage the collected data.

For me the analytics were how beneficial the time I spent had been for me. All the places I visited, everything I loved doing and had been unable to do; even writing a few pages every night just for myself, I did everything.

Gartner says that in 2015 analytics will play a pivotal role and will be embedded everywhere. Every disruptive technology depends on the results of market survey. Filtering the collected data is going to be a magnanimous task; and one needs to start focusing on not simply data collection but sieving what is useful from all that’s gathered.

As for analytics they have always been the chief factors in the decision making process and will continue to stay so. However, one needs to think beyond Big Data and in the coming days; and focus on putting these analytic results to practical use.

In the words of David Cearley of Gartner, “Every app now needs to be an analytic app, organizations need to manage how best to filter the huge amounts of data coming from the IoT, social media and wearable devices, and then deliver exactly the right information to the right person, at the right time. Analytics will become deeply, but invisibly embedded everywhere.”

d) Cloud Computing

Cloud, the most talked about technology also causing tides amongst competitors like Google, Amazon, IBM and Apple. While questions have been raised on the security of cloud services; simultaneous steps are being taken to ensure security. Both internal and external applications will be built to suit these services, in the coming days.

After writing the details of my vacation, I stored it all in my phone which in turn stored it in the clouds. Well, this helped me in writing a blog I had wanted to since a long time.

Cost reduction being one of the biggest advantage of cloud computing more enterprises will be taking this recourse. Hybrid cloud management will become prevalent in 2015, based on a report by Forrester.

By 2017, 35% of new applications will use cloud-enabled continuous delivery and DevOps lifecycles for faster rollout of new features and business innovation; according to a report by IDC. For flexible collaboration and information sharing IT buyers will resort their budgets towards cloud computing by 2017. The rise in the adoption of cloud computing will soon take away other options from businesses.


Towards the end of this vacation I realized that what I had been missing was spending some time with myself and preserving those moments. I didn’t need any celebration what I needed more was discovering myself once again, which I did this time.

The unhappiness in our life is actually connected to several other things which we are not able to pay attention to. Similarly, the SMAC Components are interconnected with each other, thus in order to get a holistic result we need to amalgamate these properly.

Do you also think that SMAC really matters? Post your views.

Rohit Dogra

About the Author

Rohit Dogra leads Marketing at Net Solutions. He is an evangelist for Inbound Marketing and has a rich experience (close to a decade) in various roles which includes Marketing, Presales, Sales and Business Development. He is passionate about sharing his knowledge and experiences while consulting his clients on developing web and mobile based solutions for their business. He also loves to spend a lot of time with fellow colleagues, share his experiences with them as well as learn from their experiences in life. When he is not working, he loves to spend time with his son, cycle around the city and going for long walks. You can reach him via Twitter, his twitter handle is @rohitdogra

Leave a Comment


11:49 PM, Sep 20, 2015

Good Read!


5:07 PM, Mar 18, 2015

Nice article. Well explained. Thanks Rohit for writing a wonderful blog.

Pin It on Pinterest


Join our mailing list to receive alerts on latest insights, updates, and exclusive offers. No spam.