2014: Confluence of SMAC technologies to transform business and operations
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