Abstract
SMAC (social, mobile, analytics and cloud) is the concept that four technologies are currently driving business innovation. SMAC creates an ecosystem that allows a business to improve its operations and get closer to the customer with minimal overhead and maximum reach. The proliferation of structured and unstructured data that is being created by mobile devices, sensors, social media, loyalty card programs and website browsing is creating new business models built upon customer- generated data. None of the four technologies can be an afterthought because it’s the synergy created by social, mobile, analytics and cloud working together that creates a competitive advantage. Social media has provided businesses with new ways to reach and interact with customers, while mobile technologies have changed the way people communicate, shop and work. Analytics allow businesses to understand how, when and where people consume certain goods and services and cloud computing provides a new way to access technology and the data a business needs to quickly respond to changing markets and solve business problems. While each of the four technologies can impact a business individually, their convergence is proving to be a disruptive force that is creating entirely new business models for service providers.
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