SMAC for SMEs

I have recently been exposed to companies embracing the concept of Social, Mobile, Analytic, and Cloud, otherwise known as SMAC. Even though I do not like the acronym, SMAC, I do like the concept. It is an approach that Small to Medium Enterprises can and should apply. What is SMAC? SMAC is the integration of Social, Mobile, Analytic (Big Data), and Cloud, so that each enhances the other and the total delivers much more than the parts. But it is not just about implementing each and saying, "Well, we are now technologically current". I myself have an iPhone, iPad, Mac, Blog, LinkedIn, Facebook, and a Twitter account. I use Cloud storage and some applications. But have I put them all together to give me the advantage of integration? No I have not. I get a certain amount of integration that the manufacturers deliver, more today than years ago, but I know I can do better. Some have called SMAC, "The Future of Work". I am for anything that will help me and my clients work more efficiently and effectively. So let’s take a closer look at SMAC. Social The Social component includes the explosion of social networking, video sharing, Blogs, and microblogging. We all recognize the need to master these tools for the benefit of our company. The trouble most companies have is that they do not know where in the company the Social component should reside. Depending on your budget you may want to consider hiring a Social Media manager or possibly outsourcing that function. You need expertise to maximize the benefits – not just stick it in a department hoping things will work out. Mobile When integrating with today’s mobile devices we are connected just about anywhere and at any time. The trend is to connect us even more with products such as Google Glasses, Nike Fuel bands, and Internet connected clothing. Does that mean, as some would suggest, that we ourselves will become the mobile devices? Who knows. Analytic The newer area is Analytics/Big Data. Do not be afraid of the term Big Data. It simply means you should collect as much information about your customers and target market as you can to provide the best customer service and help you sell to them. I saw this first hand, at a recent conference at Disney World. Upon check-in I was given an electronic bracelet that gave me access to my room, was used in restaurants and bars, and even offered access to the park. So now Disney has a lot more information about my movements and spending habits. They know that I was attending a conference; I ate in the hotel; and I did not visit the park. This information, combined with that of the other attendees at the conference, will give them great statistics on revenue, allow them to target or push suggestions to me to visit other venues at the park, encourage me to spend more money, send me emails about coming back, and highlight pre-conference attractions for my next conference at Disney World. We see the same focus on data collection when we shop at retail or online stores and in many other areas of our lives. If you are not collecting "Big Data" you need to consider the competitive advantage of doing so now. Cloud The Cloud component offers many advantages in data storage and applications. CIOs today are being challenged to meet their users demands for new and more flexible applications. The speed of change and flexibility is more difficult with traditionally installed applications on in-house platforms. This pressure was demonstrated by a prominent CIO, who said that his company was going "all cloud" in their operations. Although I could not verify the story first hand, it does make sense given the increasing demand and availability of solutions. Software as a Service (SAS) has seen significant growth, for example. SMAC Advantages Some of the advantages that an integrated SMAC approach could deliver are: Improved productivity Real time decision making Real time collaboration A different definition of "office" A new way of selling Greater connectivity with our customers In summary, I believe we need to move forward as organizations to understand and integrate these tools to make our businesses better, regardless of size. At the same time, as individuals, we need to understand the downside of increased connectivity and more data by balancing our time and exposure accordingly. [inlinead]

SMAC for SMEs

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