S.M.A.C. refers to the convergence of social, mobile, analytics and cloud technologies that is driving today's growth in IT. Social media links people and provides access to information anytime through different media. Mobile devices have become important for accessing information on the go. Analytics helps analyze the vast amounts of data generated daily through social media to gain useful insights. Cloud provides cost-effective data storage and allows information to be accessed anytime. These technologies work together to maximize their impact, such as using social media data and analytics to better target mobile ads and customize customer experiences.

1. S.M.A.C - FifthWave Of IT Architecture
Name: B.RajaVinay Kumar,
University: IIT ROORKEE,
Year/Sem: 4th year/8th semester,
Branch: Electrical Engineering,
E-mail id: rajavinay.bellamkonda@gmail.com
Twitter-id: @rajavinaykumar

2. Introduction:
• From the past few years, Business models are changing and the pace of decision making has
increased. Instant access to the latest and most relevant business information and that too on
one’s own personal devices has become the important factor at present.
• Social, Mobile, Analytics and Cloud popularly known as S.M.A.C is a new IT-model which
allows people to improve their business and interaction with customers with minimal
supervision and maximum outreach.A convergence of these social, mobile and cloud
disruptive innovations are redefining business models & driving IT growth today.
• Social links people with their friends, work and others through different social media. Access
to relevant information at anytime and anywhere has made Mobile devices important in
present run of life. Analytics(Big Data) helps us in obtaining meaningful patterns in data.
Every year people through social media and in other forms generate billions of gigabytes of
data and Analytics helps us in analyzing and obtaining valuable insights from this data. Cloud
helps in providing a cost optimized solution to store the collected data from various media.
These four technologies combined as a stack work to maximize the effect of the others.

3. How these technologies work together:
Social
• Social Media has become a prominent force in consumer attraction.With high
usage rate of social media, it has turned out to be a great source of data which
in turn helps us to get precise information on target market and feedback from
customers.
Mobile
• There are1.7 billion smartphone users in the world and with the affordable
internet charges, there is a rapid growth in the mobile apps usage.Targeted
marketing can be done with display of ads along with the apps.
Analytics
• Analytics help us in taking right decisions by analyzing the large amount of
data generated through social media and to gain valuable insights into
behavioral patterns and preferences of a customer and serve him accordingly.
Cloud
• Cloud helps us in collecting the data collected from different medium and make
it available for analysis anytime. Dropbox is an example for the cloud
technology.

4. Latest trends in S.M.A.C:
• Social:
Xiaomi has become a phenomenal success in India just through the usage of social media
marketing. “Login through social networking sites” is being used by various companies like Netflix in
order to promote their product and also to receive feedback from the customers.
• Mobile:
With the latest advancements in app development and increase in the usage of smartphones all
over the world, companies are trying to develop mobile friendly version of their site or app, so that they
can stay connected with the customer always.
• Analytics:
Based on the preferences and likes of customers, from large amount of data generated through
social media daily, the companies can market their product with preferences of customer by using his
feed and suggesting suitable ads on products, shows and movies specific to him, which makes target
marketing at the very base level.
• Cloud:
With large amount of data generated every second in the world and the cost factor involved in
hardware usage of cloud has become inevitable. Enterprises started using cloud to provide cost effective
and easy to maintain services to clients.

5. A Look AtThe Future of SMAC-Enabled Services
• At present, 98% of 18-24 year olds use social media. MobileWeb receives 217
new participants every minute. Facebook ingests approximately 500 times more
data than NYSE. Consumers spend $272,000 on Web shopping every day. In
2012, every day 2.5 quintillion bytes of data is created, with 90% of the world’s
data created in the last two years alone.
• By 2016, 46% of IP traffic is through wired devices while rest is due to smart
phones. $235.1 billion would be spent on cloud computing by the year 2017
which is triple the amount that is spent in 2011. By 2017, more than 50% of the
analytics implementation will make use of event data streams generated from
apps, instrumented machines.The projected number of people working
specifically on big data in 2018 is expected to be around 3.5 lakhs.

6. InterestAreas:
• My areas of interest are Social Media, Analytics and Augmented reality.
I would like to work on social network analysis so that I can understand the
interaction between people in a network and in turn use this data to categorize
customers based on his preferences, so that it will be easy to provide better
service and products to the customer. In addition to this I will try to consider
various factors which influence during an online purchase made by him.
E-learning is going to play a major role in the future. I would like to work on
making a model which tries to recommend different courses based on the data
provided by a student and what are the various resources available online which
help him in his college life.