A discussion about how Social, Mobile, Analytics, and Cloud impact organizations and their ability to innovate and transform themselves.

1. Born in a SMAC
World
By Marcelo Bernardes
marcelo@innovatewithin.com
http://www.innovatewithin.com/

2. Social, Mobile, Analytics, Cloud
(SMAC)
● Social: social media is transforming how we
interact with each other
● Mobile (IoT): pervasiveness of access,
interconnecting everyone and everything
● Analytics (& big data): unprecedented ability
to collect and analyze data in real-time
● Cloud: elastic capacity, utility pricing, rapid
deployment across the globe

3. From a Pre-SMAC World
● Organizations and architectures pre-SMAC
○ Must embrace SMAC to react to competitors
○ May require dramatic change to benefit from
each SMAC “dimension” (social, mobile,
analytics, cloud)
○ More often than not:
■ Approach each dimension separately
■ Phase in adoption to avoid alienation
■ Need to compromise for cost reasons

4. Born in a SMAC World
● Brand new architectures and organizations
○ Should embody SMAC to extract its full
value, creating competitive differentiation
○ Built from the ground-up with social, mobile,
analytics, and cloud in mind

5. What is the Full SMAC value?
● Full value = primary value + combined value
○ Primary value: value which can be extracted
by simply embracing a single SMAC
“dimension”
○ Combined value: value which can be
extracted by combining two or more SMAC
“dimensions”

6. Full SMAC Value Analogy
“The RGB color
model is an additive
color model in which
red, green, and blue
light are added
together in various
ways to reproduce a
broad array of
colors” - Wikipedia

7. Primary Value
● Social: amalgamation of a
user profile - preferences
(likes), “people like me”
(connections),
recommendations (word of
mouth)
● Mobile: real-time user
context (device, location,
time of day, etc.), user
identity (three-factor
authentication: Something
you know, something you
have, something you are)
● Analytics: never ending
collection of all events and
data related to one's
interests cross-referenced to
identify interesting and
actionable patterns
(previously hidden and/or
habit reminders)
● Cloud: public and private
realms, iPaaS (workflows),
“ilities” (always on, always
scalable)

8. Combined Value
Social Empowered By
● Mobile: enriched user experience based on user
context (device, location, time of day, etc.) and
external factors (events nearby, friends, agenda,
promotions)
● Analytics: suggestions, based on previous
experiences, from self, friends, and “people like me”
● Cloud: ability to seamlessly integrate access to
personal (public cloud) and enterprise (private cloud)
realms to derive value (interesting outcomes)

9. Combined Value
Mobile (IoT) Empowered By
● Social: ability to adjust (IoT) behavior based on
those of similar/followed individual/interests
● Analytics: learn and improve (IoT) behavior
overtime, based on historical data, and
upcoming events (e.g. weather, schedule, etc.)
● Cloud: ability to integrate and automate a user's
IoT devices by harnessing cloud resources

10. Combined Value
Analytics Empowered By
● Social: enrich decision and predictive
processes by adding social data (likes,
behaviors, etc.)
● Mobile: make decisions/suggestions based on
the user's “IoT footprint” (devices)
● Cloud: pervasive analytics capability available
to individuals as well as organizations

11. Combined Value
Cloud Empowered By
● Social: ability to detect viral behavior and scale
resources ahead of time, avoiding service
degradation
● Mobile: minimize costs by re-deploying assets
to match a constantly changing geographic user
(IoT) footprint/profile
● Analytics: ability to scale and minimize costs
based on historical and predictive data

12. Our Work in the Field
1. What do SMAC and RGB have in common?

13. Thank You!
Marcelo Bernardes
Principal Consultant
marcelo@innovatewithin.com
http://www.innovatewithin.com/
@InnovateWithin