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Let's Talk SMAC

Posted on 4.30.2014

If there's one thing about the marketing crowd, it is that they are absolutely, and amazingly, terrific at coming up with catchy buzzwords. And the latest entrant into our already jargon-filled digital lexicon is that of SMAC. But it's much more than a buzzword - for many it represents a new and exciting virtual age for IT in general.

SMAC stands for Social, Mobility, Analytics and Cloud and whether we want it to or not, it is changing how many of today's businesses are operating. Business models are changing, decision making is accelerating, and those companies that are adapting to the new realities are those positioned for future success. So what does SMAC have to do with you as an Internet professional?

Many years ago, our information and technology systems resided "on-premise" and were frustratingly silo-ed. When employees and clients needed to interact with platforms they could only do so from their desktops; and forget about exchanging information (much less in real-time) with colleagues in an efficient manner. Today, enterprises demand instant access to information (and the most relevant information at that to fulfill their immediate needs); anything short of this dismisses the value that business data provides and doesn't reveal the entire picture. Plus, since we're producing and taking advantage of so much more data now, the effect of SMAC is multiplied many times over.

What the trend toward SMAC provides is a shift from traditional value chains to highly distributed, virtualized business models. Retailers are heavy adopters as they can deploy business processes to combine the best of virtual and physical retail shopping experiences. Customers' mobile devices can be used not just to find the store, but compare products and read reviews directly from within the product aisles. Couple that in-store presence with analytics, and a retailer can deliver a far more personalized experience - an experience that is more valuable to the shopper and the store. And since it's all based in the cloud, costs are lower, and potential profits are higher.

When talking SMAC within your enterprise, realize that you're discussing significant market forces on a macro-level and recognize that it's impact is far reaching and influential in enterprises pursuit of success.

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