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1. WHY SMAC
Many industries are currently working with the technologies like Social media,
mobility, analytics and cloud separately. It is a well known fact that in todays post
digital era [1] which is full of innovations, new technologies and transformations.
Also the customers and the employees are looking for the things anytime, anywhere
and with the help of any device- be it laptop, computer, mobile , tablets etc. They
work as per their convenience which is familiar to them in their personal lives. And
applications like Amazon, Facebook has made their lives easier. In this SMAC era,
the business applications have to embrace the same approach in order to enhance the
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end user experience and also to maximize the convenience and productivity with the
help of more and more interaction.
2. INTRODUCTION
We know that the mobile phones and the social media technology is a very integral
part of our lives today. Not just mobile phones it is about mobility, the ease of doing
anything from anywhere using any mobile device. The customers are becoming
intelligent day by day and thus in order to survive in the competition; the industries
need to understand the customer need and act well in advance. Social media has
become a place for hangout for todays customer, and thus it has become a very
important aspect for the enterprises to advertise their products. SMAC technology is
spreading very fast. According to some experts SMAC will account for $5 trillion of
the total spending by customers by the year 2020. [2]
3. UNDERSTANDING SMAC
When these technologies are used separately, they do provide benefit for the business
but when they are combined they can do wonders for the business. Social media is
providing businesses in various new ways in order to reach and interact with
customers, whereas the mobile technologies is changing the way people shop,
communicate and work. Analytics is allowing businesses to understand when, how
and where people will consume certain types of goods and services and cloud
computing is providing a new way to access the changing technology and the data, to
which a business needs to, respond quickly according to the changing markets and
solve business problems. Each of the four technologies can impact a business
individually its their convergence that is creating new business models for the service
providers.
The integration of these technologies requires some clear guidelines and policies
as well as management tools that can be helpful in automating the business processes.
The media company Netflix is a very good example of a business that has harnessed
the power of SMAC successfully. For example, when any Netflix member want to
stream a TV show from the Netflix cloud to his/her iPad, he/she gets the option of
signing into Netflix using Facebook's social login. [3] After the show is over, the
member is given various ways to provide their social feedback. They can rate the
content with stars, or write their reviews and/or just share what they have watched
with friends on Twitter or Facebook. The customer data is stored in the cloud and
Netflix is able to break down its analysis to such a chapped a level that its
recommendation engine can then personalize the suggestions for individual family
members who share the same account. This concept is known as one to one
marketing.
In order to get the full benefit, IT departments will need a capability which will be
equivalent to a user experience engine so that they can provide the SMAC technology
integration, personalization and management by providing a relevant experience to
end users and thus by supporting their new work style. Its not only about the mobile
device management, or any mobile application management, and social platforms, but
it is about integrating such capabilities into a consistent user experience.
Also the IT departments will need to excel the deployment and development of
the SMAC-enabled infrastructures and applications, keeping three things in mind: to
develop the core skills around supporting the new work style of their employees and
customers, to understand how they can assess the business processes for
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transformation with the help of SMAC technologies, and, to address the upcoming
information inflection point. They have to accomplish the last objective not just by
dealing with the sheer velocity and scale of their data streams, but also by focusing on
the machine-learning capabilities and other intelligent analytics in order to make
smart decisions which are related to this information in addition to the routine
processing.
[4]
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3.4. Analytics
Technologies have changed our perspective about how we determine with whom to
connect and on what topics, which all products to purchase or from where we can find
the best deal. The vast net projected by the marketing and the advertising at various
places is sometimes based upon the demographic segments of the readers or the
viewers. This is rapidly being fine tuned. The method of learning how to understand
each person uniquely and then to communicate with them as individuals is referred to
as a segment of one marketing and sales.
Analytics can be used in various fields like Banking (fraud detection, cross-selling
products) [6], Healthcare (preventive healthcare, smarter EHRs) [7], Retail
(inventory management, promotional analysis) [8] and Government (program
management, crime prevention, citizen services). [9]
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MakeMyTrip was started in 2000 which was not at all tech-savvy era. Thus the
challenges faced by the organization in its initial days were very much different to
what Yatra or Cleartrip (found in 2006) had faced. Various challenges faced by tours
and travel industries in the initial days are as follows:
Consumer Acceptance: Consumers in India were not sure about how to use such
platform and how it would work. That time they preferred to do the things in person.
Airlines Trust: The airlines were also prudent of new age travel agents as they were
not aware of how they are going to perform.
Industry Practices: The paper tickets were required to be printed and delivered; the
e-tickets were still not accustomed.
Tech Infrastructure: When they wanted to integrate and load the real time data of
the flight plans onto a platform it became a challenging task because of the limited
tech infrastructure. Many of the hotels didnt have their inventory online, which made
it difficult to bring more players online.
With the increase in the number of internet and Smartphone users, the industry has
evolved, and like other online business is trying to shift its focus to mobile. The
transaction and traffic from mobile is increasing. It is said that the size of transaction
is inversely proportionate to the contribution from mobile. As the size decreases, the
contribution increases.
Cleartrip was expected to get 50% of its traffic from mobile and by July 2015
[17], almost half of the transactions were expected to come through mobile. Some of
the trends and developments are as follows:
The penetration of the credit card usage on mobile phone is quite higher than on
desktop.
Initial discovery rate is still higher on mobile because mobile is the first point of
contact for the internet for many consumers.
The mobile usage is relatively higher on weekends.
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5. CHALLENGES
5.1. Winning Clients over Online [15]
Promoting new business via the Internet is a constantly evolving task. Some of the
large entities tend to command online visibility when it comes to travel. The solution
for this is never stopping telling your story to the consumers. There should be
constant communication with the consumers. In order to attract new customers online,
we should give them facilities like personalization, specialization, telling stories also
inviting them for more meaningful relationship with them.
6. FUTURE AHEAD
There is still enough scope for growth in the future with the help of the internet and
the smart phone penetration. The airlines look positive as of now and the hotels and
holidays are also looking to grow. As the number of Indians traveling overseas is not
very high, the potential market is still huge.
The applications can be made for the user as per their requirements. One of such
application will work in the following way. When a person wants to go for a trip at a
certain destination, she can become confused by looking so many websites that are
available online. Instead of giving one solution to the consumer these websites can
confuse the consumer even more. As these website will be having hundreds of hotels
with the reviews by many people, yet how the consumer will believe those review it is
doubtful. Now this application will allow the consumer to go to it and search for the
trip on which the consumers want to go. This application will then tie to the
consumers social media sites like Facebook, Instagram or Twitter. It will find the
names of friends who can help the consumer in planning the trip. The application will
be selecting such friends who have either been at the place which the consumer has
searched, or lived there or had gone for trip there. Now these friends will suggest the
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consumer regarding the places she should visit, the food that is special at that place
and other things. The suggestions can be seen by other friends who can agree or
disagree with the place suggested. If the consumer finds the place interesting she can
add that trip and thus book it then and there itself. Now the consumer when taking trip
suggested by her friends can tag on the social media sites and thus give feedbacks to
the friends. This application should allow the person to capture all the pictures and
share it when the consumer is finished with the trip. Even if any of the consumers
friends want to do the same trip they can simply copy her trip.
This application will allow the SMAC technologies to be combined and thus
providing benefit to the company which is working towards making progress in the
competitive environment they are currently in. this will give a personalize touch to the
trip that the consumer is planning for herself. It will also take the burden off from the
consumer to reply to any kind of email from any travel site.
7. CONCLUSION
The tours and travel industry is still growing day by day. The availability of more and
more information on the deals and the packages gives power to the consumer and it
increases the way the consumer does his planning, research and buying options.
Therefore, technology has to be utilized properly in order to create the huge repository
of information. Also customer loyalty is sometimes hard to gain, and when the
customers have multiple options available at a few clicks, it becomes trickier to win
the customer. The main attributes which help to decide the loyalty of a consumer are
as follows:
Product: Since the online applications are now replacing the in-person
communications for any booking agency having the travel itinerary, it thus becomes
important that the product takes care of the needs of the consumers.
Customer service: This attribute shows whether any customer will return to the
company next time or not.
Price: The consumers in India are extremely price sensitive. So this attribute should
be kept in mind.
Content: The content should be easy to find, easy to use, and customized (on the
mobile).
8. ACKNOWLEDGEMENT
I would like to sincere thanks to Prof. Dr. D.G.JHA to giving me this opportunity and
Prof. Kimaya Ambekar and Prof Chinmay Palkar for their precious guidance.
REFERENCES
[1]
[2]
Cognosys,http://www.cogno-sys.com/cognosys-technologies-partners/socialmobile-analytics-cloud-smac-technology-business
[3]
SMAC(social,mobile,analyticsandcloud),http://searchcio.techtarget.com/definitio
n/SMAC-social-mobile-analytics-and-cloud
[4]
Figure1:Number of social network users in India from 2012 to 2018 (in millions),
http://www.statista.com/statistics/278407/number-of-social-network-users-inindia
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Figure2:http://dazeinfo.com/2015/08/31/impact-smartphone-growth-internetecommerce-industry-india/
[6]
[7]
[8]
[9]
[10]
[11]
[12]
[13]
[14]
[15]
[16]
[17]
[18]
Outbound
travel
industry
grows,
but
challenges
remain,
http://articles.economictimes.indiatimes.com/2016-0210/news/70509649_1_travel-and-tourism-industry-outbound-travel-indiantourists
[19]
[20]
[21]
Rasendu Mishra, Rushabh Shah, Devendra Vashi, Ajaykumar Patel, Nisarg Dave
And Harsh Mistry, Cloud Computing: A Review. International Journal of
Advanced Research in Engineering and Technology (IJARET), 6 (11) 2015, pp.
3741.
[22]
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