1. INTRODUCTION In the fast-paced, jargon-filled world of the
Indian information technology industry, a new acronym is being
marked in bold. "SMAC", the acronym for social, mobility, analytics
and cloud, is not just the latest buzz word but it's also quickly
becoming a business reality. Prevalence of social media, smart
devices, and instant connectivity has radical altered expectations
of customers. So while this year might be the year of recovery,
growth in 2014 is going to be driven by the opportunity in SMAC
-social, mobile, analytics, and cloud technologies. Moreover,
integration and confluence of these Technologies will form the
bedrock of future solutions.The emergence of new technologies over
the past few years has resulted in a transformational change in the
world around us. From the rise of social media with its over 1
billion subscribers worldwide, to the ubiquitous spread of mobile
Phones and the resulting explosion of big data and big analytics,
the world around us is changing faster than any one of us could
ever imagine. Add to this the ever expanding presence of cloud
computing in our life, and were probably witnessing the zenith of
the technological age. India believes that four key technologies
will hold the key to success for enterprises across the world.
Social, Mobility, Analytics and Cloud (SMAC) are individual
technologies and platforms which have risen during the past few
years and have shown immense growth.The convergence on these
technologies means dismantling the traditional business design: No
longer is it required to keep people and information in the same
location or to spend big money to support information sharing,
communication and collaboration.SMAC based solutions, when offered
and deployed as a SaaS based model, have given businesses are
inopportunity to develop innovative solutions that ultimately lead
to leveraging public IT infrastructure, lowering cost of ownership
and deployment of innovative applications that not only improve
enterprise decision making capabilities but also allows them to
rollout new unprecedented business models and increase their each
to customers.
2. PRINCIPLESMAC technologies are the new change agents in
enterprise IT. When implemented, these technologies serve as a
synergetic solution for digitally transforming an organization to
be better equipped for the future of business. 3. HOW DOES SMAC
WORKS
Fig3. Implementation of SMAC stack
Customers today do not spend money out of brand loyalty their
forefathers once showed. Instead it now depends on information,
reviews and, at times, practical demonstration where possible. This
forced businesses to make analytics a part of their marketing
strategy. A quick statistical analysis performance, cost and
comparison to rival product is helping the consumer make a quick
and informed decision. High and global availability of information
and its compatibility with Various devices became cost effective
with cloud technology.
4. SMAC STATISTICSAccording to various reports, the statistics
of these four technologies enables to combine them and work
together. From the rise of social media with its over 1 billion
subscribers worldwide, to the ubiquitous spread of mobile phones
and the resulting explosion of big data and big analytics, the
world around us is changing faster than any one of us could ever
imagine. Add to this the ever expanding presence of cloud computing
in our life, and were probably witnessing the zenith of the
technological age. KPMG in India believes that four key
technologies will hold the key to success for enterprises across
the world. These include:
Fig4.SMAC statistics 4.1 SOCIAL MEDIA A social media strategy
has become a must for all enterprises, be it banks, retailers or
the government. With over one billion individuals logged on to
various social networks, people are now using social media for
advice on what products to buy, where to shop and even regarding
what firms they want to work with. While most enterprises use
social media for their customer service function only, many firms
have now started using social media in tandem with their sales and
marketing functions. This in turn enables firms to use data
generated by the customers effectively to service their larger
pools of customers. Face book, LinkedIn, Twitter, Foursquare the
new way how businesses and individuals are connecting with each
other, globally. Enterprises are increasingly leveraging social
media for customer engagement and brand building, as more and more
individuals are becoming active Internet users and using social
media. Further, the proliferation of smart devices and increasing
mobile internet usage has supported the growth of active Internet
users. Social media platforms are not only restricted to the social
networking sites such as Face book and LinkedIn, rather extended to
various forms of social media including YouTube, blogs, social
bookmarking, geo-location sites, and daily deals. As the social
media modes differ, so their application and priority from business
to business. Moreover, changing business dynamics influences
enterprise decision to select a social media platform. While daily
deals lost its position, platforms like YouTube continues to be top
preference of businesses followed by Face book, blogs, LinkedIn and
Twitter. YouTube is the chart topper, however, collectively Face
book, LinkedIn and Twitter signifies the importance of social
networking in the social media world. Moreover, collectively the
social networking sites nearly reach one in four, globally. The
Social network users are expected to reach 1.73 billion this year,
an 18 percent increase from 2012 driven by rising adoption in
emerging countries.
Fig4.1. Social media 4.1. 2. Benefits of social media for
businesses As per research firm Gartner, by 2015, India is pegged
to have more Face book users than any other country in the world.
With 1 in every 4 minutes online being spent on social networking,
it becomes imperative for businesses to have a presence in the
social media circuits. With the advent of smart phones and tablet
PCs, people are staying connected to their friends and loved ones
24*7 through social networking apps along with the freedom of
mobility. The users on social networking sites are creating tons of
data by conversing, sharing images/videos, reviewing products and
comparing before buying. All this data generated by the social
network users, if analyzed can generate considerable insights for
businesses. This is where Analytics comes in. Social media
analytics has emerged as a powerful tool for uncovering customers
entailments dispersed across countless online sources. As
businesses feel the pressure to gain new insights from social media
they require analytics expertise to transform this massive
information into actionable insights. Social media analytics help
organizations provide meaningful insights into the data created by
social website users so they can improve customer satisfaction,
identify patterns and trends, and makes matter decisions regarding
marketing campaigns. Firms are investing heavily in software and
hardware to study the online behavior of customers and trying to
directly co-relate these with revenue streams. A pendulum shaped,
countdown cover image of the OMG! Sale campaign as a teaser was
uploaded on Face book A dedicated Citibank OMG! Sale event page was
created The event link was shared on the brands Face book wall
Interesting OMG! Videos were shared on Citibank Indias Face book
wall Updates shared about the launch of the OMG! Sale Citibank card
spends grew eight times over average daily spends at the 17 partner
websites The average ticket size increased by 30% for the partner
websites on Citibank cards Citibank India Fan page achieved the
highest reach ever visits in 2012 20,95,104 and the
highestvirality7.63% during the OMG! Sale This (social media) is
perhaps the only medium through which one can engage and intrigue
their consumers, create conversations and connect with them based
on their preference.4.2 MOBILE Mobile devices have changed the way
people access digital content. Smart phones and tablets have
brought rich, digital content to the fingertips of consumers.
Mobile banking has emerged as one of the most innovative products
in the financial services industry. Shoppers are increasingly using
their mobile devices for everything from browsing to comparing to
buying products. Governments are also reaching out to their
citizens, using mobile devices as anEfficientchannel. Enterprises
must also jump on to the mobility bandwagon, and ensure that their
applications are mobile ready.4.2.1 Key trends in mobility.Spread
of BYOD: As more and smarter phones, tablets and other devices find
their way into the hands of employees, the demand to use them at
work will intensify. This trend will only accelerate in the years
to come, and more and more enterprises are adopting a formal Bring
Your Own Device (BYOD) policy.Employees are engaging in multiple
work-related activities using their mobile devices; the three key
activities include: a. Reading or viewing documents, spreadsheets,
or presentations.b. Tablets are often used for analytics and
modeling as well as to access web meetings and videoconferences.c.
Accessing email, calendar, and intranet or employee portal sites
lead the way for both devices.The concept of BYOD is playing an
important role in enhancing productivity, agility, employee
satisfaction and retention in the enterprise. With the
proliferation of employee owned devices, ubiquitous information
access and the growing influence of CXOs in technology Decisions,
CIOs need to strike a balance between user expectations and
enterprise requirements and institutionalize governance to secure
business information while enhancing efficiencies.
Fig4.2.1. Mobile internet user in India, 2009 2015
4.2.2 RISE OF MOBILE APPS: The spread of smart phones has led to
growth in the ecosystem of mobile applications. Ranging from simple
apps dealing with mail, calendar, stock prices and weather to
complex enterprise mobile apps, which enable users to access SCM,
CRM and other analysis tools, mobile apps, have successfully caught
the imagination of consumer as well as business users. The number
of mobile app downloads are expected to touch 183 billion annually
by 2015, from just 10 billion in 2010.Mobile apps will help in
automating workflows, streamlining content discovery and build
knowledge iteratively over time as employees and customers use an
application. Spending on mobile enterprise business apps will more
than double from USD 26 billion in 2012 to USD 53 billion in 2017.
But this rapid growth has brought about its own set of challenges;
firms are overwhelmed by choices of device type, operating system,
operating system version; and application type.4.2.3. Mobility
scenario in IndiaIndia has emerged as the second largest mobile
market globally, behind only China. With over 870 million mobile
subscribers, businesses are jumping on to the mobile opportunity.
Moreover, the nation has also emerged as the third-largest
Smartphone market (by shipments) . Both consumers and business
buyers in India continue to harbor an aggressive appetite for
mobile devices, adding to the already large collection of devices
that are still in active use. Rising focus on the mobile web
platform is affecting a number of business aspects, including
ecommerce spending and online advertising.4.3 ANALYTICSEvery year,
companies and individuals generate billions of gigabytes of data.
Data, which properly analyzed and used in time, can emerge as an
unbeatable competitive advantage. Enterprises need to recognize the
prospect analytics. Represents and should adapt their IT strategy
to capture such opportunities. Analytics can help retailers predict
buying decisions of shoppers; it can help banks weed out fraudulent
transactions; while governments can use analytics to provide
services directly to their citizens. Predictive analytics has also
been adopted across industries in various scenario building
activities.Fig4. Analytical Environment:
Fig4.3. Big data analyticsCompanies have always kept large
amounts of information. While its true that the amount of data in
the world keeps growing, the real change has been in the ways that
we access that data and use it to create value. Today, you have
technologies like Hadoop, for example, that make it functionally
practical to access a tremendous amount of data, and then extract
value from it. The availability of lower-cost hardware makes it
easier and more feasible to retrieve and process information,
quickly and at lower costs than ever before. It is the convergence
of several trendsmore data and less expensive, faster hardwarethats
driving this transformation. The concept of analytics has been
around for decades for firms that have been handling tons of
transactional data over the yearseven dating back to the mainframe
era. The world is moving from Traditional analytics to Predictive
analytics and now increasingly towards Prescriptive analytics
(where the decisions are driven by predictive models using business
rules engines to help the companies to decide the next best
action).The recent spurt in demand for analytics (as well as big
data) can be attributed to two main factors: 4.3.1 Convergence of
computing technologies: Analytics is the natural result of four
major global trends: Moores Law (which basically says that
technology always gets cheaper), mobile computing (that smart phone
or tablet in your hand), social networking (Face book), and cloud
computing. Moreover, traditional data management and analytics
software and hardware technologies, open-source technology, and
commodity hardware are merging to create new alternatives for IT
and business executives to address this next generation.4.3.2
Exponential increase in data: Large volumes of transactional data
have been around for decades for most big firms, but the flood
gates have now opened with more volume , and the velocity and
variety the three Vsof data that has arrived in unprecedented
ways.4.3.3 Uses of analytics: We are witnessing the use of
analytics in multiple industries. Companies are using analytics for
everything from driving growth to reducing cost improving
operational excellence to recruiting better people to completely
transforming their business strategy. More recently, national and
local governments across the world have started using analytics for
optimizing public welfare programs, reducing traffic congestion in
their cities and fighting crime.
Fig4.3.3. uses and services of analytics. The proliferation of
the internet and the mobile era has increased the rate at which
data is created and stored; hence, there is a need for tools and
techniques to analyze data at an equal speed. 80% of the data
available today is unstructured and includes raw text, audio/video
files, click-stream data, blogs, social media, location
coordinates, and weather patterns. Organizations are increasingly
realizing that unstructured data, if analyzed, can provide a
competitive edge. Need for large storage capacity. Need for quick
retrieval of data. Enable informed decision making by effectively
leveraging large datasets. Example:- Turn 12TB of tweets created
each day into improved product sentiment analysis. Convert 350
billion annual meter readings to better predict power consumption.
Big Data analytics is the process of applying advanced analytics
and visualization techniques to large datasets to uncover hidden
patterns and unknown correlations for effective decision making.
Big Data analytics helps businesses make better decisions by
analyzing large volumes of structured and unstructured data,
predict and identify change and identify new opportunities such as
new business segments, best suppliers, associate products and sales
seasonality.
4.4. CLOUD COMPUTING Cloud buzzword in the todays evolving
technology world is increasingly gaining traction among enterprises
for its known benefits cost effectiveness, agility, and less
capital intensive. With these benefits cloud computing has not been
restricted for the use of enterprises, its reach has extended with
consumerisation with the launch of various applications from a host
of IT service providers.Cloud computing history trail from the era
of mainframe computing, however, the latest form of the technology
what we see today, started to emerge with the proliferation of
Internet. In 1999, the arrival of Salesforce.com was one of the key
milestones in the cloud computing history, which pioneered the
concept of delivering enterprise applications via a simple website.
The in 2002, Amazon Web Services launched a suite of cloud based
services including storage, computation, and human intelligence.
Since then the space has seen a significant increase in the number
of cloud service providers with a host of solutions for different
layers of the information technology ecosystem. Cloud computing
services are provided through public cloud, private cloud, and
hybrid cloud environments wherein public cloud services have a
larger pie of the total market owing to their easy availability,
accessibility, and low cost of adoption. Per Gartner, the public
cloud services market is expected to grow 18.5 percent in 2013 to a
reach USD 131.0 billion from USD 111.0 billion in 2012. The growth
is driven by the emerging segment of Infrastructure-as-a-Service
(IaaS), which includes cloud compute, storage and print services.
IaaS segment is expected to grow 47.3 percent in 2013 to reach USD
9.0 billion.While IaaS is one of the fastest growing segments,
cloud advertising is the most dominating, which held a share of
48.0 percent in 2012 followed by cloud business process services
segment (BPaaS) with a 28 percent share, software as a service
(SaaS) at 14.7 percent, cloud system infrastructure services (IaaS)
at 5.5 percent, cloud management and security services at 2.8
percent, and cloud Platform-as-a-Service (PaaS) at one percent. In
terms of geographic distribution North America is the dominating
region with a share of 59 percent, however, the emerging
geographies are India, Indonesia, Greater China and Latin America
led by Argentina, Mexico and Brazil.
4.4.1 Cloud computing scenario in India:The public cloud
computing in India is forecasted to grow 36 percent in 2013 to
total US$443 million, up from US$326 million in 2012. On the
contrary to global market, SaaS is the leading segment in India
with a share of 36 percent in 2012, followed by the cloud business
process services segment (BPaaS) which is the second-largest
market. 4.4.2. Migration to Clouds The pace of cloud adoption shows
no sign of slowing down as more and more functions are migrating to
cloud services Apart from reduction in IT costs, benefits derived
from migration to cloud in terms of innovation in processes,
products & services across various sectors is also driving this
growth AS per a survey by KPMG, 59% of providers say that cost
reduction is the customersmain reason for using cloud. Other
important reasons for shifting included Speed to adoption (31%),
Business Process Transformation (30%) & improved interaction
with customers (26%)
Fig4.4.1. cloud computing features
5. EVOLUTION OF IT The US$108billion Indian IT-BPM industry has
been a global power house over the last decade. The first $100
billion revenues were achieved due to Indias arbitrage advantage
but going forward as the linearity in the industry diminishes, the
Indian IT companies will have to move up the value chain and
provide their clients with quality solutions in addition to the low
cost advantage. According to are cent survey by Gartner, Analytics,
Mobile technologies and Cloud computing are the three top most
priorities of CIOs world over and these services are set to change
the face of the global IT-BPM market drastically over the course of
the next few years. With more than 25% of the users online time
beings spent on social networking sites like Face book, Twitter and
Google+ ,social media is changing the way in which companies are
interacting with their customers and is extensively being used by
companies for brand building and customer engagement. Mobility
services have brought the whole world to a tap of a finger and with
services available on the go business efficiency has increased and
interactions with customers and employees have become more
informative, which in turn has resulted in increased revenues.
Analytics has its root in the need to analyze at a being generated
through social media, mobile app sand click stream. With 2.5
billion gigabyte of data being generated every day, firms are
investing heavily on analytics to identify hidden trends and
patterns, to gauge us to be likes and dislikes and use the insights
obtained for superior decision making. With ever increasing data,
the need to store it and the need to access it any time anywhere
has paved the way for cloud computing (using software and hardware
managed by third parties at a remote location) Although these
technologies have been growing on their own during the past few
years, the convergence of two or more of these presents the
greatest opportunities The global analytics market is expected to
reach $25 billion by 2015 and the global cloud market is expected
to be ~$675 billion by 2020. Indian IT players need to capitalize
on its already well established IT/BPM market presence by
increasing their services portfolio beyond the typical IT
offerings. Social, Mobile, Analytics and Cloud (better known as
SMAC) presents an opportunity for players to increase their
revenues by shifting into a higher margin business as compared to
the commoditized traditional IT business. The domestic market of
Mobility, Cloud & Analytics in India is also at a relatively
nascent stage as compared to developed countries. Hence the
opportunity lies in providing high end outsourcing services to
developed countries and at the same time educating the domestic
clients about the benefits of adopting SMAC solutions. As the
market matures the small players are going to look at being
acquired or forming alliances with larger players who would provide
them the market presence, systems and processes, and big IT-BPM
players would need to acquire smaller players in niche segments in
order to develop domain expertise and also develop geographical
presence. The next wave of M&A and Private Equity in IT is
going to be dominated by SMAC.By 2020, the Indian IT industry is
slated to collectively rake in over $225 billion (Rs 12.5 lakh
crore) in revenue, thereby riding the wave of emerging technologies
and new innovations, according to Nasscom. Experts feel that to
reach this target, the traditional IT companies, which focus on
cutting costs and managing IT infrastructure, need to move into
higher-margin projects that help clients' businesses grow. These
technologies also offer companies an opportunity to move to
higher-margin business by offering solutions that help businesses
grow instead of increasingly cutting margins for typical IT
services contracts."If you don't do these things, then maybe you'll
start falling out of the market," warned Biswajeet Mahapatra,
research director at Gartner. Indian IT service providers
traditionally provide services that support clients by creating and
maintaining their software and hardware. Existing services are now
becoming commoditized, forcing companies to seek newer projects
that are transformative in nature and work closer to the client's
business. The team Nagarajan heads at HCL Technologies was formed
two years ago to identify disruptive technologies, invest ahead and
create an ecosystem of partners and solution providers for the
company.Similar efforts are underway at other technology companies
at Infosys, the country's second-largest IT Company; Infosys Labs
plays a key role in identifying new and emerging technologies. At
Labs, the company looks at various technologies and figures out if
it needs to do further research, build competency, invest in
capabilities and prepare for commercialization. "Once the
technology is ready to be productized, there is a smooth handshake
between the Labs and my team," said Sanjay Purohit, senior
vice-president, global head of Products, Platforms and Solutions At
Infosys, the ambition is to get one-third of revenue from platform,
product and solutions business, which presently account for only 6%
of the company's business. There is a clear recognition of the fact
that there is a fundamental disruption happening, says Anurag
Srivastava, chief technology officer and senior vice-president for
Wipro's Global IT Business Indian companies, which count the
world's largest banks, retailers and Fortune 500 companies as
clients have seen them demand solutions that leverage social,
cloud, mobile and analytics.
Fig5. Evolution of IT5.1 NEW PRICING MODELS The current business
climate has compelled customers to reevaluate their existing and
new contracts with service providers, who, are moving to
high-value, innovative service offerings like consulting, SMAC,
which demands a different pricing paradigm. Indian IT companies
have been pricing based on Time and Material (T&M) and Fixed
Price (FP) models, which are linked to head count and effort spent.
Nonlinear pricing models on the other hand, link clients expenses
to their business outcomes or usage. Billing is no longer Based on
effort and revenues are linked with productivity ensuring
vendorsShare productivity gains with clients. This is fast emerging
as a win-win proposition for both the client and the service
provider as both parties share the risk.5.1.2 Global Social Network
Users, Worldwide, 2011 2015 (Billion)
Fig5.12. Global social network usersSocial media platforms are
not only restricted to the social networking sites such as Face
book and LinkedIn, rather extended to various forms of social media
including YouTube, blogs, social bookmarking, geo-location sites,
and Daily deals. As the social media modes differ, so their
application and priority from business to business. Moreover,
changing business dynamics influences enterprise decision to select
a social media platform.
6. A NEW WORK STYLE COMBINING Social, Mobile Analytics and
CloudTodays customers and employees, particularly digital natives,
are expecting a new style of commerce, content and collaboration
thats social-, mobile-, analytics-, and cloud-enabled. Theyre
looking for the same anytime, anywhere, and any device convenience
that theyre familiar with in their personal lives through
applications from companies such as Amazon and Face book. In Terms
of device usage, the mobile elite in the workforce currently
utilize three or more personal devices for work and this number
will only increase as wearable devices such glasses and watches add
to end user options.
Fig6. SMAC stacks to engage with customers.
In the SMAC era, the next generation of business applications
needs to embrace this same approach to enhance the end user
experience, and maximize convenience and productivity, as
SMAC-enabled architectures become the preferred application
paradigm and means of interaction.As part of this new architecture,
IT departments will need a capability equivalent to a user
experience engine to provide the SMAC technology integration,
management and personalization layer providing a
contextually-relevant experience to end users and supporting their
new work style. Its notJust about mobile device management, mobile
application management, and social platforms all in silos, but
about integrating these capabilities into a seamless user
experience.
7. REAL WORLD EXAMPLES OF SMAC1. Using SMAC in Retail Retailers
is strategically deploying the SMAC Stack across key business
processes to combine the best of virtual and physical retail
shopping experiences. Now a customers mobile device can signal
store management while theyre shopping. Advanced analytics arm
associates with the right knowledge about that shopper so they can
provide more valuable assistance. And customers can compare
products, get information and redeem targeted offers from the Cloud
while in store. 2. Medical device manufacturers are modernizing the
remote monitoring process and minimizing office visits for both
patients and clinicians. By deploying cloud-based mobility services
that deliver full PDF reports via their iPad or iPhone, clinicians
can provide instant remote care. The network also has the potential
to use analytics to push out personalized insights, based on the
patients response to treatment. 3. Corporate auditors can collect
process and share critical product insights from a single device.
With intelligent, powerful ipad applications, store visits become a
lot more productive. Information about promotions, inventory,
pricing, product placement and competitors is transferred digitally
and stored in the Cloud for further analytics and processing. All
of which drives smarter Marketing strategies to increases
8. SMAC DRIVEN GROWTH The Indian software industrys exports may
grow by about 13% in fiscal year 2014 to $87 billion (around Rs.5.4
trillion today), driven by its ability to offer solutions that
integrate new business models such as analytics and cloud-based
Services, which are part of SMAC (cloud, mobile, analytics, big
data and social media services) with traditional ones, according to
Nasscoms Strategic Review 2014 report. Traditional services account
for a major portion of the revenue of Indian information technology
(IT) firms. Application, development and maintenance work alone
accounts for 35-40% of the revenue of most IT firms. But with
increased automation and platform-based services that can be
Replicated across segments and non-linear initiatives, analysts
agree that SMAC (social, mobility, analytics and cloud services
products) will allow the IT industry to offer value to
clients.These (SMAC) service lines will get to mainstream with
deals becoming big and complex. Most clients see merit in
combination of two or three technologies if not all four, said
Sudin Apte, chief executive officer (CEO) and research Director of
Offshore Insights. While certain elements of SMAC are possibly
over-hyped or are re-classifications of traditional service lines,
these present an attractive opportunity for Indian IT services
companies over the next few years, Credit Suisse Research said in a
12 July report. SMAC technologies account for less than 10% of the
total revenue of IT companies, but according to research firm
International Data Corp.s (IDCs) estimate, Indian IT vendors will
generate at least $225 billion in SMAC-related revenue in 2020. To
put the figure in context, the aggregate full-year revenue of
Indian IT services vendors is forecast to touch $118 billion in
fiscal year 2014 and $130 billion by 2015. Wal-Mart set up Wal-Mart
Labs to provide a supportive environment for testing new Ideas.
This has helped Wal-Mart to create new products and services around
social media, cloud, analytics and mobility for tapping into the
next generation of consumers.The evolving technology industry has
opened new gates for the Indian IT-BPO vendors in the form of nexus
of four forces SMAC (Social Media; Mobility; Analytics; Cloud). As
the enterprises globally adopt new technology formats for
Operational efficiency, cost optimization and for additional
business advantages, to address this and growth issues, Indian
IT-BPO vendors can develop their SMAC strategies. SMAC collectively
is considered to be a multi-billion dollar opportunity, globally
for the IT-BPO vendors. The enterprises are increasingly adopting
these technologies, as they become more agile with information
sharing within organization and seek more insights about their
customers to serve them better.SMAC has the potential to be a
multibillion dollar opportunity in the Forth coming years
9. REFERENCES
http://www.cognizant.com/smac
http://www.pwc.com/us/en/technology-forecast/2012/issue2/features/feature-creating-openeing-apis.jhtml
http://www.informationweekin/informationweek/newsanalysis/287376/governance-2014-
smac?utm_source=referrence_article
http://survey.nassom.in/smac-new-buzzword-software-firms.
http://www.infosys.com/flyapp/resources/Documents/mobile-application-testing-pdf
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