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Who’s Talking SMAC? (Social, Mobile, Analytics, Cloud)

Who’s Talking SMAC? (Social, Mobile, Analytics, Cloud)

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What do Kodak and Blockbuster have in common? Besides fond memories of the ‘90s, they have fallen victim to the power of the cloud by failing to adapt their business models to align with the future of technology. People take 10x as many photos as they did in 1992, yet Kodak, once the dominant company in its industry, is now in bankruptcy. Similarly, Netflix wanted to form an alliance with Blockbuster in 2000 by becoming Blockbuster’s own streaming company with a 49% stake in the company. Blockbuster passed on the offer and went out of business in 2013. Netflix is now worth $19 billion.

In our digital age, technology is intertwined in powerful ways and is driving businesses to stand out and succeed. The next big thing is already here, a new enterprise IT model called SMAC: Social, Mobile, Analytics, and Cloud. While each facet of the model has potential to impact business individually, used together SMAC is disrupting industries with entirely new business models. In fact, the combined potential of SMAC technologies is estimated to be between $70 billion and $200 billion over the next three years. Nicholas D. Evans of Computerworld suggests that SMAC is the 5th wave of innovation in the IT service industry:

“The real promise of SMAC technologies is not necessarily their individual contributions or their cost savings and process efficiencies for IT, but their potential to support the continued digitization and automation of business models and processes. According to many, we’re moving into a new ‘digital industrial revolution’.”

Source: Cognizant

Source: Cognizant

 

 

 

 

 

 

 

 

SMAC comes together in a way that affects lives on a daily basis. Americans spend an average of 3.2 hours per day on social media, often from their mobile devices. Facebook has an astounding 600 million daily active users who log in via a mobile device, as an example of how mobile is becoming an increasingly utilized platform for accessing social media. The analytics element refers to the need for businesses to utilize easily consumable analytics. This provides organizations with unique opportunities to analyze user metrics and optimize targeting strategies. Cloud, the final element in the equation, is critical to how consumers and businesses operate today; currently, 82% of businesses have adopted at least one cloud service. Cloud computing represented a $52 billion worldwide market opportunity in 2012, is estimated to be $72 billion this year, and is projected to increase to more than $191 billion in 2020.

SMAC comes together in a way that affects lives on a daily basis. Americans spend an average of 3.2 hours per day on social media, often from their mobile devices. Facebook has an astounding 600 million daily active users who log in via a mobile device, as an example of how mobile is becoming an increasingly utilized platform for accessing social media. The analytics element refers to the need for businesses to utilize easily consumable analytics. This provides organizations with unique opportunities to analyze user metrics and optimize targeting strategies. Cloud, the final element in the equation, is critical to how consumers and businesses operate today; currently, 82% of businesses have adopted at least one cloud service. Cloud computing represented a $52 billion worldwide market opportunity in 2012, is estimated to be $72 billion this year, and is projected to increase to more than $191 billion in 2020.

Source: ZDNet

Source: ZDNet

So who is really talking SMAC here? For enterprise content management (ECM), SMAC is a critical component and is growing at a similar rate. A demand for efficient document management APIs in the era of the cloud has the ECM industry projected to be worth $12.32 billion by 2019. While there are many players in the ECM realm, SimpleECM is a notable new company with an API platform focused on document management and workflows for small and mid-tier businesses. It allows companies to efficiently create workflows in a multi-cloud environment by utilizing the SMAC model on a fundamental level, allowing users to access and convert documents into data and integrate into a number of different platforms with one unified interface. The platform also provides analytics to examine application performance and usage.

SimpleECM provides both mobile and browser-based capture as the first step of getting data into cloud-based applications. Their SDK includes image processing libraries for both iOS and Android, and APIs to create mobile-initiated workflows with OCR, forms processing, and cloud service integrations.

Enterprises need to plug their data into different applications written by different companies. They may create a file on a mobile phone and save it to the cloud using Google, DropBox, or another cloud storage provider. SimpleECM allows a company to choose a service provider (such as Google, Dropbox, Amazon) for their storage, and then save the file using one API. If they want to change storage providers, they can do so without substantially changing their app. SimpleECM takes care of the differences between the different providers.

Similar companies with a focus on ECM also incorporate the SMAC model into their business, such as Kofax, Alfresco and OpenText. The enterprises that depend on the SMAC model to manage their business have become much more intuitive as they are able to manage multiple cloud platforms through enterprise content management. The combination of SMAC with ECM is truly transforming businesses and driving innovation. With the risk of ‘talking smack’, enterprises who resist the inevitable shift to the cloud and reject the multiple service offerings through ECM could become the next Blockbuster.

 

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