2014: Con­flu­ence of SMAC tech­nolo­gies to trans­form busi­ness and op­er­a­tions

InformationWeek - - Outlook 2014 -

De­spite the un­cer­tain macroe­co­nomic en­vi­ron­ment, IT sec­tor seems to have turned around in 2013. With de­mand pick­ing up again in tra­di­tional mar­kets such as the U.S. and the Europe and other mar­kets re­turn­ing to nor­malcy, 2013 def­i­nitely seems more pos­i­tive for the in­dus­try. NASCCOM is op­ti­mistic about this mo­men­tum as well and pegs the growth for cur­rent fis­cal at 12-14 per­cent com­pared to 10.3 per­cent in the pre­vi­ous year, with ex­ports reach­ing USD 86 bil­lion.

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, cloud) tech­nolo­gies. More­over, in­te­gra­tion and con­flu­ence of these tech­nolo­gies will form the bedrock of fu­ture so­lu­tions. Ac­cord­ing to the Deloitte Global CIO sur­vey, adop­tion of these tech­nolo­gies is seen as the next high­est pri­or­ity by over 50 per­cent of global CIOs.

Us­ing SMAC tech­nolo­gies, world-class businesses will be ex­pected to deliver a smart, se­cure and con­nected ex­pe­ri­ence. So what does the ‘smart, se­cure and con­nected ex­pe­ri­ence’ en­tail? A smart en­ter­prise will be known for in­tel­li­gent de­ci­sions pow­ered by ac­tion­able ad­vanced an­a­lyt­ics. The con­nected ex­pe­ri­ence will emerge from uni­fied com­mu­ni­ca­tion, ma­chine-to-ma­chine ecosys­tem and a sin­gle view of cus­tomer. All this will not be pos­si­ble with­out the un­der­pin­ning of a se­cure in­fra­struc­ture. Key el­e­ments of this se­cure in­fra­struc­ture would be: gov­er­nance and risk com­pli­ance, ac­cess man­age­ment, se­cu­rity an­a­lyt­ics and threat man­age­ment.

Now let’s look at how the smart, se­cure and con­nected ex­pe­ri­ence en­riches cus­tomer life cy­cle. Dur­ing the cus­tomer ac­qui­si­tion stage, an­a­lyt­ics, so­cial tech­nolo­gies and Big Data will help in un­der­stand­ing the cus­tomer be­hav­ior. As a re­sult, en­ter­prises can pre­dict the op­ti­mum budget dis­tri­bu­tion across chan­nels through me­dia-mix mod­el­ing, thereby min­i­miz­ing cost of ac­qui­si­tion. In the cus­tomer man­age­ment stage, mo­bile tech­nolo­gies cou­pled with Big Data an­a­lyt­ics can help in cre­at­ing cus­tom­ized of­fers, leading to a com­pelling cus­tomer ex­pe­ri­ence. In the re­ten­tion stage, in­ter­sec­tion of cloud and so­cial tech­nolo­gies can help in iden­ti­fy­ing, re­cruit­ing and nur­tur­ing brand ad­vo­cates and opin­ion lead­ers.

Be­yond cus­tomer touch­points, these tech­nolo­gies are also get­ting de­ployed within en­ter­prises to drive as­so­ciate pro­duc­tiv­ity and to cre­ate ag­ile and ef­fi­cient op­er­a­tions. In sum, the com­ing con­flu­ence of SMAC tech­nolo­gies will trans­form busi­ness and op­er­a­tions. En­ter­prises that deliver a smart, se­cure and con­nected ex­pe­ri­ence lev­er­ag­ing the SMAC tech­nolo­gies will come out to be the win­ners.

SALIL GODIKA Chief Strat­egy & Mar­ket­ing Of­fi­cer and In­dus­try Group Head, Hap­pi­est Minds


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