In this presentation, all the aspects of SMAC are covered in as much detail as possible. You will find some ideas worth sharing and also get attuned to Social, Mobile, Analytics and Cloud

1. Social Media, Mobile, Analytics, Cloud (SMAC)
Rajesh Menon

2. Cloud
Cloud computing is a model for enabling
ubiquitous, convenient, on-demand
network access to a shared pool of
configurable computing resources (e.g.,
networks, servers, storage, applications,
and services) that can be rapidly
provisioned and released with minimal
management effort or service provider
interaction.

3. Big Data and Analytics
Big data analytics is the process of examining
large amounts of data of a variety of types (big
data) to uncover hidden patterns, unknown
correlations and other useful information.
Big Data analysts basically want
the knowledge that comes from analyzing the
data.

4. Social Media
Social media is the collective of online
communications channels dedicated to
community-based input, interaction, content-
sharing and collaboration. Websites and
applications dedicated to
forums, microblogging, social networking, social
bookmarking, social curation, and wikis are
among the different types of social media.

5. Mobility
• Enterprise mobility is the trend toward a shift
in work habits, with more employees working
out of the office and using mobile devices and
cloud services to perform business tasks.
• The term refers not only to mobile workers
and mobile devices, but also to the mobility of
corporate data. An employee may upload a
corporate presentation from his or her
desktop PC to a cloud storage service, then
access it from a personal iPad to show at a
client site, for example.

6. What is Cloud Computing
Services provided over the Internet, such as e-
mail, Web hosting and data storage. Cloud
computing has evolved from these traditionally
used services to more complex services like
customer relationship management tools and
marketing programs.

7. Why does it matter – 5 reasons
1. Reduced costs and increased scalability
2. Automatic updates
3. Remote access
4. Customization
5. More time to focus on your customers

9. Traditional Infrastructure

10. Cloud Infrastructure

11. Cloud Computing Characteristics
Common Characteristics:
Low Cost Software
Virtualization Service Orientation
Advanced Security
Homogeneity
Massive Scale Resilient Computing
Geographic Distribution
Essential Characteristics:
Resource Pooling
Broad Network Access Rapid Elasticity
Measured Service
On Demand Self-Service
Adopted from: Effectively and Securely Using the Cloud Computing Paradigm by peter Mell, Tim Grance

12. Virtualization
• Virtual workspaces:
– An abstraction of an execution environment that can be made dynamically
available to authorized clients by using well-defined protocols,
– Resource quota (e.g. CPU, memory share),
– Software configuration (e.g. O/S, provided services).
• Implement on Virtual Machines (VMs):
– Abstraction of a physical host machine,
– Hypervisor intercepts and emulates instructions from VMs, and allows
management of VMs,
– VMWare, Xen, etc.
• Provide infrastructure API:
– Plug-ins to hardware/support structures
Hardware
OS
App App App
Hypervisor
OS OS
Virtualized Stack

13. Cloud Advantages
• Achieve economies of scale
• Reduce spending on technology
infrastructure
• Globalize your workforce on the cheap
• Streamline processes
• Reduce capital costs.

14. Cloud Advantages
• Improve accessibility
• Monitor projects more effectively
• Less personnel training is needed
• Minimize licensing new software
• Improve flexibility

15. Cloud Companies
Amazon
Google
IBM
Microsoft

16. Cloud Infrastructure

17. Amazon Cloud Features
• Elastic Web-Scale Computing
• Completely Controlled
• Flexible Cloud Hosting Services
• Designed for use with other Amazon Web Services
• Reliable
• Secure
• Inexpensive
• Easy to Start

19. Google AppEngine Features
• Popular languages and frameworks
• Focus on your code
• Multiple storage options
• Powerful built-in services
• Familiar development tools
• Deploy at Google scale

22. IBM SmartCloud Features
• Expert Cloud Consulting
• Private and Hybrid Clouds
• IaaS, PaaS and SaaS
• Speed
• Empowerment
• Economics

26. Microsoft Cloud Features
Infrastructure Services
Develop Modern Applications
Insights from Data
Identity and Access Management

27. Cloud Segments
IaaS
PaaS
SaaS

28. Infrastructure as a Service - IaaS
Infrastructure as a Service is a provision model in
which an organization outsources the equipment
used to support operations, including storage,
hardware, servers and networking components. The
service provider owns the equipment and is
responsible for housing, running and maintaining it.
The client typically pays on a per-use basis.

29. Platform as a Service - PaaS
Platform as a Service (PaaS) is a way to rent
hardware, operating systems, storage and network
capacity over the Internet. The service delivery
model allows the customer to rent virtualized servers
and associated services for running existing
applications or developing and testing new ones.

30. Software as a Service - SaaS
• Software as a Service (SaaS) is a software distribution model
in which applications are hosted by a vendor or service
provider and made available to customers over a network,
typically the Internet.
• SaaS is becoming an increasingly prevalent delivery model as
underlying technologies that support Web services and
service-oriented architecture (SOA) mature and new
developmental approaches, such as Ajax, become popular.
Meanwhile, broadband service has become increasingly
available to support user access from more areas around the
world.

34. Cloud Deployment Models
Private
Public
Hybrid
Community

40. End of Cloud Computing Session
Questions ???

41. Analytics
Data analytics (DA) is the science of examining raw data with
the purpose of drawing conclusions about that information.
Data analytics is used in many industries to allow companies
and organization to make better business decisions and in the
sciences to verify or disprove existing models or theories.
Data analytics is distinguished from data mining by the scope,
purpose and focus of the analysis. Data miners sort through
huge data sets using sophisticated software to identify
undiscovered patterns and establish hidden relationships.
Data analytics focuses on inference, the process of deriving a
conclusion based solely on what is already known by the
researcher.

42. Big Data Analytics
• Big data analytics is the process of examining large amounts
of data of a variety of types (big data) to uncover hidden
patterns, unknown correlations and other useful information.
Such information can provide competitive advantages over
rival organizations and result in business benefits, such as
more effective marketing and increased revenue.
• The primary goal of big data analytics is to help companies
make better business decisions by enabling data scientists and
other users to analyze huge volumes of transaction data as
well as other data sources that may be left untapped by
conventional business intelligence (BI)programs.

43. The Meaning of Big Data - 3 V’s
• Big Volume
– With simple (SQL) analytics
– With complex (non-SQL) analytics
• Big Velocity
– Drink from the fire hose
• Big Variety
– Large number of diverse data sources to integrate

44. Data Science

45. Business drivers for advanced analytics
• Capacity
• Delivery Agility
• Features and Functions

46. Hadoop

47. Head Node
Data Node Data Node Data Node Data Node Data Node
File
Big Data 101
Hadoop is just a File System - HDFS
Read Optimised & Failure Tolerant

48. REDUCEMAP
Big Data 101
Map + Reduce = Extract, Load + Transform
Raw Data Raw Data Raw Data Raw Data
Mapper Mapper Mapper Mapper
Data Data Data Data
Reducer
Output

49. Using Pig to Enrich the data
• Pig is a query language which shares
some concepts with SQL
• Invoked from the Hadoop command shell
• No GUI
• Does not do any work until it has to output a
resultset
• Under the hood executes Map/reduce jobs

50. HDInsight hands on
Outputting results to Hive
• Hive is a near SQL compliant
language with a lot of similarities
• Again, under the hood issues MapReduce
queries
• Exposed to ODBC

51. BIG DATA is not just HADOOP
Manage & store huge volume
of any data
Hadoop File System
MapReduce
Manage streaming data Stream Computing
Analyze unstructured data Text Analytics Engine
Data WarehousingStructure and control data
Integrate and govern all
data sources
Integration, Data Quality, Security,
Lifecycle Management, MDM
Understand and navigate
federated big data sources
Federated Discovery and Navigation

52. Merging the Traditional and Big Data Approaches
IT
Structures the
data to answer
that question
IT
Delivers a platform to
enable creative
discovery
Business
Explores what questions
could be asked
Business Users
Determine what
question to ask
Monthly sales reports
Profitability analysis
Customer surveys
Brand sentiment
Product strategy
Maximum asset utilization
Big Data Approach
Iterative & Exploratory Analysis
Traditional Approach
Structured & Repeatable Analysis

53. The Value of Big Data for Customers
Big opportunities
Improve operational effectiveness
• Machines/sensors: predict failures, network attacks
• Financial risk management: reduce fraud, increase security
Reduce data warehouse cost
• Integrate new data sources without increased database cost
• Provide online access to ‘dark data’
Drive incremental revenue
• Predict customer behavior across all channels
• Understand and monetize customer behavior

54. © 2010, Pentaho. All Rights Reserved. www.pentaho.com. US and Worldwide: +1 (866) 660-7555 | Slide
Example Use Cases Today
Transactional
•Fraud detection
•Financial services / stock
markets
Sub-Transactional
•Weblogs
•Social/online media
•Telecoms events
Non-Transactional
•Web pages, blogs etc
•Documents
•Physical events
•Application events
•Machine events

55. Main Big Data Technologies
Hadoop NoSQL Databases Analytic Databases
Hadoop
• Low cost, reliable scale-
out architecture
• Distributed computing
Proven success in
Fortune 500 companies
• Exploding interest
NoSQL Databases
• Huge horizontal scaling
and high availability
• Highly optimized for
retrieval and appending
• Types
• Document stores
• Key Value stores
• Graph databases
Analytic RDBMS
• Optimized for bulk-load
and fast aggregate
query workloads
• Types
• Column-oriented
• MPP
• In-memory

56. Major Hadoop Utilities
Apache Hive
Apache Pig
Apache HBase
Sqoop
Oozie
Hue
Flume
Apache Whirr
Apache Zookeeper
SQL-like language and
metadata repository
High-level language
for expressing data
analysis programs
The Hadoop database.
Random, real -time
read/write access
Highly reliable
distributed
coordination service
Library for running
Hadoop in the cloud
Distributed service for
collecting and
aggregating log and
event data
Browser-based
desktop interface for
interacting with
Hadoop
Server-based
workflow engine for
Hadoop activities
Integrating Hadoop
with RDBMS

57. Hadoop & Databases

58. Challenges
1. Somewhat immature
2. Lack of tooling
3. Steep technical learning curve
4. Hiring qualified people
5. Availability of enterprise-ready products and tools
6. High latency (Hadoop)
7. Running inside the cluster

59. NOSQL Database Types
Column Family
GraphDocument
Key-Value

60. Complexity vs Size

61. Business Users Want to…
• Report on operational data in near real time
– Example: What are my customer orders in my New York warehouse today?
• Query and analyze operational and historic information
– Example: How many of these customers had late deliveries in the past year?
• Analyze information across multiple dimensions
– Example: Summarize # of orders by these customers and revenue impact by sales
territory; Summarize whether delayed orders disproportionately affect particular
customer segment
• Compare information to financial plans and budgets
– Example: What is the potential affect of revenue / profit shortfall associated with these
segments?
• Analyze unstructured / social data to identify any correlations
– Example: Have the customers who are affected by delays complained in feedback forums
to customer service or on social media about my product delays?
• Apply predictive models to determine future outcomes
– Example: Are these existing or related customer segments prone to future churn?

62. Operational Reporting
OLTP Operational
Data Store
OLTP Warehouse or
Data Mart
OLTP OLAP
OLTP Planning System
Warehouse
VoC
Analytics
Ad-hoc Query & Analysis Multi-dimensional OLAP
Planning & Budgeting Unstructured Analytics
Social Data
Predictive
Outcomes
Predictive Analytics
Statistical and
other Models
A Complete Analytics Platform Requires…

63. Integrated Analytic Applications
• Financials
• HR
• Procure & Spend
• Projects
• Supply Chain
• Order Management
• Sales
• Marketing
• Service
• Contact Center
• Price
• Loyalty
• Financial Close
• Strategic Planning
• Planning & Forecasting
• Profitability Management
• Communications
• Healthcare
• Retail
• Public Sector
• Financial Services
Out-of-the-Box
Analytic
Applications

64. Business Analytics Strategy
• In-Memory
• Visualizations
• Mobile
• Unstructured Analytics
• Big Data
• Predictive Analytics
Innovation & Investment Priorities

65. High Density Visualizations
Timeline Analysis
Represents key events over a particular period
and surfaces supporting detail as needed
Treemap
Shows patterns in data by displaying hierarchical (tree-
structured) data as sets of nested rectangles
Thematic Map
Focuses on specific themes to emphasize
spatially-based variations in data
Hierarchy Wheel
Illustrates the relative impact of each contributing
level on the distribution of values in a hierarchy
Updates
Heatmap
Shows distribution and reveals patterns via colored
individual values displayed in a matrix
Histogram/Chip Display
Plots density and allows estimation by showing a visual
impression of the distribution of data

66. Big Data Technologies and Tools
• Column-oriented databases
• Schema-less databases, or NoSQL databases
• MapReduce
• WibiData
• PLATFORA
• Storage Technologies
• SkyTree

68. 3 main deliverables in a Web analytics project
• Website Traffic Data - Divided into Total Traffic, Traffic from Search
Engines, Social Media and Other Sources
• Conversion Rate - Define Goals for the website, Set them up, and report
them regularly.
• Custom Reports - Understand where the client business lies, and report
relevant metrics accordingly. For this, you will have to setup such metrics
and get figures for them on a month-on-month basis. For example, if your
client is a media website, tracking the number of people who sign up for a
newsletter subscription - is a good metric. It does not stop at that - custom
reports will allow you to segment this audience into demographics and
will reveal actionable insights for your client.

69. Three organizational models for data science
teams
Skills
Tools
Perspectives

70. End of Big Data and Analytics
Session
Questions ???

71. What is Social Media
Social media includes the various online
technology tools that enable people to
communicate easily via the internet to share
information and resources. Social media can
include text, audio, video, images, podcasts
and other multimedia communications.

72. What is social media?Social media is a conversation online.
Look who’s talking:
– your customers
– your donors
– your volunteers
– your employees
– your investors
– your critics
– your fans
– your competition....
– anyone who has internet access
and an opinion.
SOCIAL MEDIA DEFINED

73. The social media conversation
The conversation is not:
– controlled
– organized
– “on message”
The conversation is:
– organic
– complex
– speaks in a human voice
Social media is not a strategy or a tactic –
SOCIAL MEDIA DEFINED

74. The conversation is powered by
• Social Networks
• News & Bookmarking
• Blogs
• Microblogging
• Video Sharing
• Photo Sharing
• Message boards
• Wikis
• Virtual Reality
• Social Gaming
• Related:
– Podcasts
– Real Simple Syndication (RSS)
SOCIAL MEDIA DEFINED

75. The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.
SOCIAL MEDIA DEFINED

76. “It is about putting the ‘public’ back in
Public Relations and realizing that
focusing on important markets and
influencers will have a far greater
impact than trying to reach the masses
with any one message or tool.”
SOCIAL MEDIA DEFINED

77. Word of Mouth is the Future of Marketing
Marketers can effectively use social media by
influencing the conversation.
One way to do this is by delivering
great customer service experiences.
SOCIAL MEDIA DEFINED

78. o 91% say consumer reviews are the #1 aid to buying
decisions - JC Williams Group
o 87% trust a friend’s recommendation over critic’s
review - Marketing Sherpa
o 3 times more likely to trust peer opinions over
advertising for purchasing decisions - Jupiter
Research
SOCIAL MEDIA DEFINED

79. Social media sites are the fastest-growing
category on the web, doubling their traffic
over the last year.
o 73% of active online users have read a blog
o 45% have started their own blog
o 57% have joined a social network
o 55% have uploaded photos
o 83% have watched video clips
SOCIAL MEDIA DEFINED

80. SOCIAL MEDIA DEFINED

81. Social media can help you in all
stages of marketing, self-
promotion, public relations,
and customer service:
o research
o strategic planning
o implementation
o evaluation
SOCIAL MEDIA DEFINED

82. o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
SOCIAL MEDIA DEFINED

83. Reach
o Website visits / views
o volume of reviews
and comments
o Incoming links
Action & Insight
o Sales inquiries
o New business
o Customer satisfaction
and loyalty
o Marketing efficiency
Engagement & Influence
o Sentiment of reviews
and comments
o Brand affinity
o Commenter
authority/influence
o Time spent
o Favourites / Friends / Fans
o Viral forwards
o Number of downloads
SOCIAL MEDIA DEFINED
Source: The Digital Influence Group, Measuring the Influence of Social Media

84. Resources required for social
media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value
SOCIAL MEDIA DEFINED

85. 10 KEYS
TO SOCIAL MEDIA
SUCCESS
KEYS TO SUCCESS

86. o Experiment personally
before professionally
o Try a variety of social media
tools
o Be yourself, make some
friends, and share
KEYS TO SUCCESS

87. 1. Discovery
(people, competition, and
search engines)
3. Skills
(identify internal resources
and gaps)
5. Maintenance
(monitor and adapt)
2. Strategy
(opportunities, objectives)
4. Execution
(tools, integration,
policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

88. CASE STUDY
o YouTube
o MySpace
o Facebook
o Twitter
o EHarmony
o “Digits” (their own online
community)
o Virtual communities –
Second Life

89. CASE STUDY
Leveraged core goals across all
networks:
1.Reinforce their brand as tax
experts
2.Deliver on advocacy
positioning of the brand
3.Present the brand as being
innovative

90. CASE STUDY
o Be community appropriate
and relevant
(interacting on Second Life is
different than YouTube)
o It’s not free -
Human capital increased as
media buys decreased – Ask
yourself if this is successful
how do you scale it?

91. CASE STUDY
1. Brand Perception
o Evaluated brand metrics
through a brand tracking study
2. Engagement
o 600,000 YouTube views
o 1 million unique visits to their
community site
3. Word of Mouth
o Increased online mentions in
blogs, forums, and other social
media

92. o Find where your audience is
participating and indentify the
influencers
o Read industry blogs (including
comments)
o Google your company name & your
competition
o Find tools that can help you listen
KEYS TO SUCCESS

93. o Tap into the wisdom of the crowd to
access a wider talent pool and gain
customer insight
o Companies that use crowd sourcing
include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
KEYS TO SUCCESS

94. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their
biggest screw-up's rise to
the top 10 of a Google
search
o Admit your mistakes right away
KEYS TO SUCCESS

95. o Don’t be afraid to share.
Corporations, like people, need to
share information to get the value
out of social media
o Make your content easy to share
o Incorporate tools that promote
sharing:
o Share This, RSS feeds, Email a
friend
KEYS TO SUCCESS

96. o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not a
corporate marketing shill or
press secretary
o Personify your brand – give
people something they can
relate to.
KEYS TO SUCCESS

97. o Think like a contributor, not a
marketer
o Consider what is relevant to the
community before contributing
o Don’t promote your product on
every post
o Win friends by promoting other
people’s content if it interests you
KEYS TO SUCCESS

98. o Don’t try to delete or remove
criticism (it will just make it
worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and legitimate
solution
KEYS TO SUCCESS

99. o Don’t wait until you have a
campaign to launch - start
planning and listening now
o Build relationships so
they’re ready when you
need them
KEYS TO SUCCESS

100. o You need buy in from everyone in the
organization
o Convince your CEO that social media
is relevant to your organization
o Get your communications team
together, discuss the options, then
divide and conquer
KEYS TO SUCCESS

101. 1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all yourself
KEYS TO SUCCESS

102. Social Media Tools (Free)
• Google Analytics
• Google Alerts
• Facebook Insights
• TweetDeck
• Social Mention
• Mention
• HootSuite

105. Some more Social Media Tools
• Mention: Google Alerts for the social web
• Buffer: Social media publishing plus powerful analytics
• Feedly: Content discovery
• Twitter Counter: Track Twitter progress
• Zapier: Link favorite social services
• Bottlenose: Intelligence for social networks
• Followerwonk: Follower analysis for Twitter
• Quintly: Social analytics for brands

106. Twitter
Twitter is a free social networking microblogging service that
allows registered members to broadcast short posts
called tweets. Twitter members can broadcast tweets and
follow other users' tweets by using multiple platforms and
devices. Tweets and replies to tweets can be sent by cell
phone text message, desktop client or by posting at
the Twitter.comwebsite.

107. Facebook
Facebook is a popular free social networking website that allows registered users
to create profiles, upload photos and video, send messages and keep in touch with
friends, family and colleagues. The site, which is available in 37 different
languages, includes public features such as:
• Marketplace - allows members to post, read and respond to classified ads.
• Groups - allows members who have common interests to find each other and
interact.
• Events - allows members to publicize an event, invite guests and track who plans
to attend.
• Pages - allows members to create and promote a public page built around a
specific topic.
• Presence technology - allows members to see which contacts are online and chat.

108. LinkedIn
LinkedIn is a social networking site designed specifically for
the business community. The goal of the site is to allow
registered members to establish and document networks of
people they know and trust professionally.

109. Blogs, Microblogging and Social Networks
Blog
a personal website or web page on which an individual
records opinions, links to other sites, etc. on a regular basis
MicroBlog
A broadcast medium that exists in the form of blogging. A
microblog differs from a traditional blog in that its content is
typically smaller in both actual and aggregated file size
Social Network
A network of social interactions and personal relationships

110. Social Media GraphicSocial Media Graphic

111. More
opportunities
More
conversations
More customers
Rewards from Social MediaRewards from Social Media

112. 5 Pitfalls of social media
1. Social media can waste your time
2. Social media gives a platform to your every thought
3. Social media can fuel discontentment
4. Social media can fuel pride and keep you inwardly focused
5. Social media can distort our view of relationships

113. Using social media across various digital channels
Content marketing management at the heart of social media
Mobile, micro videos, employee advocacy and visual web for social selling
Evolving customer service
Focusing on social good
Digital Rebellion
Social laws, anonymity and business maturity as next steps in marketing
Interest-Based (Social) Networks Rise in Prominence in 2014
Don’t be a Goat: Build Your Author-ity
Yes for Content Marketing, but how?
Have a long term vision
Using social media for competitive intelligence
Governments will embrace social media
Mobile, social ads and videos becoming vital

114. ©2011 Buddy Media Inc. Proprietary and Confidential
Who’s currently running
your social media efforts?

115. Social Media ROI Models :
1.) The Amplification Model
How much would it cost to buy these impressions/actions via paid media?
2.) Value of Social Traffic versus Display
How much does it cost to get a visitor to your site via social versus display?
3.) Quality of Visitors from Social Media
How well do social-driven visitors perform on your site?
4.) Revenue From Facebook Fans
How much incremental revenue do your Facebook Fans create?
5.) Revenue from Social Media Marketing
How many sales can we attribute to your social media marketing programs?
6.) Social Promotions Sales ROI
How many sales can we attribute to specialized social media promotions?

116. How to Measure Success?
► Site Traffic
► Downloads
► eNewsletter Sign-Ups
► Blog Comments
► Questions
► Shared Links
► Re-Tweets
► Followers
► Who’s talking about you and how?

117. • Listen
• Share Relevant Content
• Industry Specific Content
• Marketing Information
• Consistently monitor for
customer service
• Continually post relevant
content
►Link all pages back to
corporate site
►DON’T talk about
yourself all the time
►Secure Branded URLs for
each Channel
►Promote Monthly
Newsletters
►Listen More
Best Practices

118. End of Social Media Session
Questions ???

119. Mobile Computing
Mobile computing is a generic term used to refer to a variety of devices that
allow people to access data and information from where ever they are.

123. The
Players
• Android – Open source mobile OS developed
ny the Open Handset Alliance led by Google.
Based on Linux 2.6 kernel
• iOS – Apple’s proprietary mobile OS, iPhone,
iPod Touch, iPad. Derived from OS X, very
UNIX like
• Symbian – acquired by Nokia 2008
• Windows Phone 7 – Microsoft – Kin,
discontinued 6 weeks after initial launch
• Blackberry OS – RIM (Research in Motion),
proprietary OS

124. The Smartphone Platform
• With the iPhone being the first to the
marketplace it sets the configuration of the
Smartphone Platform
– 3G/4G connectivity
– WiFi connectivity
– Bluetooth connectivity
– accelerometer w/compass
– ambient light sensor
– proximity sensor
– GPS
– gyroscope

125. What is
Android
Android is an open source operating system,
created by Google specifically for use on
mobile devices (cell phones and tablets)
Linux based (2.6 kernel)
Can be programmed in C/C++ but most app
development is done in Java (Java access to C
Libraries via JNI (Java Native Interface))
Supports Bluetooth, Wi-Fi, and 3G and 4G
networking

126. What is
iOS
Apple’s mobile OS for phones (iPhone),
tablets (iPad), handhelds (iPod),
based on BSD Unix
Application programming done in
Objective C
Supports Bluetooth, Wi-Fi, and 3G and
4G networking

127. Bluetooth
• Open wireless technology
– Developed by Ericsson (1994)
– Originally supposed to replace wired RS-232
– Short distance via low power, short distance radio
– Allows creation of personal area networks
• Mostly to connect wireless peripheral devices to a host computer
(mice, headsets, microphones, keyboards…)
– Can also be used to communicate between two host computers wirelessly
(replace serial cables)

128. Wi-Fi
• Used to brand certified products that belong to a class of wireless local area
network based on IEEE Standard 802.11
• Currently there are 3 versions of 802.11 in common use:
– B, about 150 feet indoors, 300 ft outdoors
– G, 54 Mbits about 150 feet indoors, 300 ft outdoors
– N, 600 Mbits, about 1.5 miles in open air, uses MIMO (multiple input and
output antennas)

129. 3G ( 3rd
Generation
Network)
• Must allow simultaneous use of speech and
data servicesand provide peak data rate of
200 kbits/sec

130. 4G
• Provides a comprehensive and secure IP
based solution for IP based telephony, ultra
broadband internet, gaming services and
streamed multimedia.
• Peak data rate of 100 Mbit for high mobility
devices and 1 Gbit for low mobility devices.

131. Commonly
Used
Packages
User interface controls and widgets
User interface layout
Secure networking and web browsing
Structured storage and relational databases (SQLite
RDBMS)
2D and 3D Graphics SGL and OpenGL
Audio and visual media support
Access to optional hardware (GPS)

132. The Android Software Stack

133. Android Application Development
Eclipse IDE
Android
SDK
Android
Emulator
Android
Mobile
Device

134. iOS Application Development
XCODE IDE
iOS
SDK
iOS
Simulator
iOS
Mobile
Device

135. • 75% of all new phones in Asia
and Africa
• There are now twice as many
mobile money users in Africa
than there are Facebook users
in region
• More than 30 million people
undertook 224.2 million
transactions in June 2012
• Nigeria is in the top 10 mobile
Emerging Markets

136. Running Ads on Mobile devices
• Mobile banners and display
• Mobile pay per click
• Contextual Mobile Ads
• Idle Screen Advertising

137. HTML5 features for the mobile web
• Offline Support
• Canvas Drawing
• Video and Audio Streaming Support
• GeoLocation API
• Advanced Forms

138. Carriers vs OTTs

139. Location-based services: why, what and how
Location-based services are a general class of computer
program-level services used to include specific controls for
location and time data as control features in computer
programs. As such (LBS) is an information and has a number
of uses in Social Networking today as an entertainment
service, which is accessible with mobile devices through the
mobile network and which uses information on the
geographical position of the mobile device. This has become
more and more important with the expansion of the
smartphone and tablet markets as well.

141. Android Features
Aa

142. ANDROID ARCHITECTURE

143. Enable applications access data from other applications ,sharing
Providing access to non-code resources
Enables all applications to display alerts in the status bar
Manages the lifecycle of applications
Application Framework

144. • Written in C/C++ - System C Library(libc)
• Display/Graphics(SGL)
• Media Libraries
• SQLite –RDB engine-light weight
• LibWebCore–web browser engine–embeddable web view
Libraries

145. • Linux Version 2.6
• Security, Memory & Process Management
• Proven driver model
• Efficient computing resource management
• Stable and proven OS for mobile platform
Linux Kernel

146.  Includes a set of core libraries that provides most of the functionality-
JAVA
 Every Android application runs in its own process
 Dalvik VM executes files in the (.dex) format
 Device can run multiple VMs efficiently
Android Runtime

147. Android Programming Steps
Aa
• Basic Layout
• Working with Lists
• Working with a SQLite Database
• Using Intents and passing information between Activities
• Calling, Emailing, and Texting an Employee
• Navigating Up and Down the Org Chart

149. Prerequisites
for iOS
Development
Previous experience in another Object Oriented Programming(OOP)
language will be helpful
Understanding of OOP concepts.
Some understanding of C can be helpful, but is not required. Objective-C
builds on top of C. You will eventually run into pointers and other
fundamental “C” features
Previous experience with an Integrated Development Environment (IDE) is
helpful, but not required
Mac computer running OS X Lion
If you plan to submit to the App Store, you will need Apple devices to do
real testing on. The simulator is not good enough.

150. iOS Features
• UI Kit
• Multi-Touch Gestures
• Push Notifications
• Gyro + Accelerometer
• Inter-app Messaging
• Multitasking
• iOS Simulator
• Built-in Cameras and Photo Library

151. iOS Programming Steps
• The Structure of Your Source Code
• Import Statements
• The Main Function
• Working With Variables
• Building Your First Game
• Obtaining User Input
• Working With Conditionals
• Working With While Loops

152. Top 10 - Uses for iPads
• Surf The Internet
• Take Photos
• Take Notes
• Make Presentations
• Accounting
• Sales Transactions
• Maps & Deliveries
• Education & Training
• Research & Relationships
• Custom Apps

153. Limitation
of Mobile
Devices
• Screen size
• Touch screen
• No physical keyboard or trackball – a finger or
stylus is the primary interface to the device
• Memory
• Storage
• Battery Life
• Cell network
• Sometimes flaky networks
• Ergonomics

154. Mobile UX
Mobile UX

155. End of Mobility Session
Questions ???

156. End of Presentation on
Social Media, Mobile, Analytics, Cloud (SMAC)
Thank You
Rajesh Menon
http://www.technospirituality.com/