SMAC is an acronym used to refer to the technologies of social media, mobility, analytics and cloud computing. The convergence of these four technologies is touted to become the leading disruptor of the business-technology ecosystem in the next few years. The nature of business today is changing rapidly and the convergence of disruptive technologies is eroding the boundaries which once separated customers, businesses and technology firms. And for businesses to gain that competitive advantage and survive in the long run, they’ll have to adopt these new technologies and change with the times. Here are some facts, figures and trends compiled by KPMG (2013).

  • 13% of web traffic comes via mobile – more than double that of 2012.
  • 37% is the growth in the number of 3G global subscribers.
  • 30% of global population is online.
  • 450 billion is the estimated number of business transactions on the internet, B2C and B2B, per day by 2020.
  • 35 zettabytes will be the amount of data in the world by 2020.
  • Leading global retailers are spending between 20-25 percent of their advertising budget on social media channels.
  • Mobile technologies can be used to cut the cost of a financial transaction by up to 80%.
  • Cloud computing is expected to grow to USD 206.6 billion by 2016.

As can be clearly seen, the trend is clear. Internet revolutionized the world in the last few decades and shaped it the way it is today. It is now SMAC’s turn. The world as we know it is changing before our very eyes and SMAC is right in the middle of it.

Here is an example of SMAC being used imaginatively to address and solve problems.  The Large Hadron Collider (LHC) is one of CERN’s most important projects which aims to answer fundamental questions about the universe’s existence. It produces 1 PB of data every second. Analyzing such huge data and the lack of computing resources were one of the biggest challenges faced by CERN. A solution to this problem was provided by utilizing the limitless computing power of the cloud; thus, enabling the scientists to gain important insights into the origins of the universe.

There is no doubt about the growing importance and relevance of SMAC in the interconnected global world and the interesting ways it is being utilized by enterprises all over the world. But where does India figure in all these exciting developments? Being a major IT hub and having a market share of around 55% of the global sourcing of IT services, SMAC is expected to play an important role in maintaining and increasing the global relevance of the Indian IT sector. Indian companies can effectively use SMAC to leverage and consolidate their importance in the global IT market.

According to the Internet and Mobile Association of India (IAMAI), mobile internet users are expected to grow from 4.1 million users in 2009 to 164.8 million users in 2015. Internet users are increasingly using social media, thus, providing enterprises the opportunity to leverage social media strategy for the purpose of engaging customers, brand building, product launches, etc.

With respect to mobility, India seems to be doing great. India has emerged as the second largest mobile market globally, second only to China. The recent entry of cheap smartphones has greatly increased their accessibility to the masses and combined with the increase in internet penetration, services like mobile banking, m-commerce, etc. are expected to rise considerably. This bodes well for enterprises as they can use this to their advantage.

The usage of analytics is still at a nascent stage in India as far as businesses are concerned. Industries like banking and telecom have started adopting analytics in order to get a competitive edge. Also, other sectors like e-commerce are among the other early adopters of this technology. An example of analytics at use in India is where mobile service providers like Vodafone and Airtel use the customer usage details of each consumer to come up with customized plans.

There is a growing need of global consumers for cloud services which can be met by setting up data centers in the country. India has the potential to become a hub for global cloud where digital information is stored, processed and accessed via the internet. Although the Indian cloud market is very promising from a demand perspective, the lack of proper infrastructure and the absence of data security laws is leading to loss of opportunity for Indian IT service providers. However, Indian IT-BPO firms can still capitalize on this demand by integrating cloud based technologies solutions and delivering it to enterprises all over the world.

The struggling Indian IT-BPO companies are expected to benefit from the growing prevalence of SMAC. It is also felt that SMAC technologies will help the Indian IT-BPO industry to cross the USD 225 billion mark by 2020. Thus, there can be no doubt about the fact that this segment of the IT industry provides immense opportunity for everyone and is going to be the next boom. And this time, India has the potential and possibility of being right in the middle of all the action.


The writer is a student at SSCBS, DU. The views expressed are based upon the analysis and research that the writer did on the topic from various books, reports and web articles.  The writer regularly writes for Corporate Monks as a research associate. The writer takes personal responsibility for the ownership of the content shared and incase some sources have not been given credit, you can directly mail the writer