sentiencsentience, systematics club magazinee, systematics club magazine

7/30/2019 SentiencSentience, Systematics Club Magazinee, Systematics Club Magazine

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Dear Readers.

It gives us immense pleasure to bring forth the second edition of Systems magazine of Shailesh. J

Mehta School of Management, IIT Bombay. Systematics, the systems club of SJMSOM has been an

active medium for students interested in the field of IT and Systems to share their knowledge and

views on upcoming trends, new technologies and interact with corporate to gather more insight into

this industry which is growing in importance by the day. Our second edition of Sentience

IT

Matters!!! is yet another stepping stone in the path we have chosen, to develop young enthusiastic

minds into a holistic business and management standpoint.

The Sentience team expresses its deepest gratitude to the student community and corporate for their

contributions through insightful and thought provoking articles. We were quite overwhelmed by the

phenomenal response the broad range of topics covered and analytical depth of the articles was

extraordinary. A big thank you to all those who were enthusiastic enough to send in articles for this

issue we hope to have your continued support in forthcoming editions as well.

We would like to express our gratitude to all the members of the Systematics club for their valuable

inputs and feedback. We would like to thank all the volunteers without whose help it would not have

been possible to come up with this edition of the magazine. Last, but by no means least, we would

like to thank you, our readers, whose unstinting support is our biggest motivation. We hope you will

enjoy reading this edition as much as we enjoyed putting it together!!

Happy reading!

Team SENTIENCE$ystem@tics

Foreword


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The systems club of Shailesh J Mehta school of Management, IIT Bombay acts as a medium of

expression for Systems enthusiasts and followers, by providing them a platform to broaden their

horizon on the Systems aspect of Management. it aims to facilitate holistic discussion on the broader

issues of Systems as such and their management in particular. It also keeps track of the latestdevelopments in the field of Information Technology and Information systems and keeps the Systems

enthusiasts abreast of the same. The club seeks to build competencies in the field of Systems

management through number of activities.

Sentience by its meaning awareness is an initiative by the Systematics club poised towards

spreading industry awareness pertaining to Information technology sector. It aims to be an insightful

knowledge repository of Systems and IT, keeping the reader abreast of the latest developments and

trends in the technology sector. The magazine consists of articles on different aspects and latest

trends in the field of Information Systems, various sections like club activities, tech-updates and tech-

information which add up to a dynamic platform for knowledge sharing.

The knowledge and relationships that we build from such interactions will further strengthen

our core programs. Moreover, from efforts such as these, we hope that SJMSOM will reach even more

prominent heights producing leaders and equipping them with the knowledge, capabilities, and

inspiration to change the world.

$ystem@tics

Sentience- IT Matters


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The Big Data Landscape ..................................................................................................................................................... 4

SNA, Predictive Analytics and Graph Theory A Link ............................................................................................. 8

Whats cooking at Systematics? .................................................................................................................................... 10

Smartphone Markets ......................................................................................................................................................... 12

Transforming Mobile Experience: Femtocells .......................................................................................................... 17

Do You Know? ..................................................................................................................................................................... 22

Enabling HRIS Sustainable Strategy ......................................................................................................................... 23

BYOD : Are You Ready? .................................................................................................................................................... 27

Why so serious?!? ............................................................................................................................................................... 31

Contents


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What is Big Data?

In todays technology centric world, the focus of the IT industry has been recently shifted from

cloud, to Mobility, to Social Media and now Big Data. Big Data as the name suggests is the collection

of huge datasets that are so large and complex that it exceeds the processing capacity of existing

database systems.

According to IBM, every day we create 2.5 quintillion bytes of data out of which 90% of the

world data has been created in the last two years alone. The source of this data may lie in social

media streams, transaction records, cell phones GPS signals, etc. Such data are huge, high speed and

doesnt fit into the conventional database architectures. For example: An Airline Jet collects 10

terabytes of sensor data for every 30 minutes of flying time. Now a conventional data warehouse

wouldnt be able to handle such a load and its not just about volume here, but also the data content

or structure that cannot be anticipated or predicted.Big Data is typically characterized by 4 Vs which

are as follows:

Volume: The volume forms the important part of the Big Data. With enterprises amassing petabytes of

data, scalable storage and new approach is required.

Velocity: The rate at which data flows into your system. High speed data requires time sensitive data

analysis.

Variety: The source of data is diverse.

Veracity: With so many sources of data, establishing trust in the validity of data is a huge challenge.

The Big Data Landscape-Pratish Pusal, Prashanth Ramesh

NITIE, Mumbai


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Source:Semanticommunity.com

Big Data Technology

Big data requires exceptional technologies to efficiently process large quantities of data withintolerable elapsed times. Suitable technologies include A/B testing, association rule

learning, classification, cluster analysis, genetic algorithms, machine learning, pattern and predictive

modeling to name a few. Additional technologies being applied to big data includes massively

parallel-processing databases, search-based applications, data-mining, distributed file systems and

databases, cloud computing platforms and scalable storage systems.

Conceptual architecture of a Big Data application

x Big Data Storage: Currently there are majorly two groups of solution, Hadoop and its variantsand the NoSQL family. At its core, Hadoop is a platform for distributing computing problems

across a number of servers. It implements the MapReduce approach in compiling its search

indexes which involves distributing a dataset. To store data; Hadoop utilizes its own distributed

file system, HDFS, which makes data available to multiple computing nodes.

x Big Data Analytics: Some of the popular application models for big data include businessintelligence, social analytics, decision support, visualization and modeling, behavioral

prediction, and business process optimization (BPO).

x Industry-Specific Solutions: Once the big data technology, infrastructure, and application arein place, businesses must focus their efforts on extracting domain-specific value for them.

x Big Data driven Business Processes: To be useful, big data solutions must then be incorporatedinto an organization's business processes including operations and different enabling

functions. In particular, the high-value and common business processes.

Impact on Industry Domains

A sure sign that Big Data has arrived came when it became part of Dilbert comic strip.


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For Enterprises today, big data may prove to be a radical shift in their decision making. Gartner

estimates that by 2015, businesses using big data analytics will outperform their peers financially by20%.It allows companies to monitor customer behaviors and market conditions with greater certainty,

and react with speed and effectiveness to offer much more precisely tailored products or services.

This way companies can discover needs, minimize risks and unearth valuable insights that would

otherwise remainhidden.

Big Data may just prove to be a replacement for human decision in certain pre-defined cases.

For example, in retail which is an early adopter of this technology, big data may be used for

conventional processes, enabling the automatic fine tuning of inventories and pricing in response to

real time in-store and online sales. Some of the key applications of Big Data across different industry

domains are highlighted below.

A case of Big Data in action

SatyamevJayate, one of the Indias highest rated television shows tackling some of the

countrys most-sensitive topics, is using big data for meaningful change. The show producers are

aggregating and analyzing the millions of messages they receive to do everything from planning

future episodes. Below is the sample we are talking about:


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a) 400 million viewers on Indian Television and across the world on YouTube. It has also receivedunprecedented response from 5,000 locations in 165 countries.

b) More than 1.2 billion people have connected with this show across its website, Facebook, Twitterand mobile devices.

c) More than 1lakh new people respond each week with medium like online and sms voting process.Persistent Systems an Indian IT firm has created a system for the show which helps in

automating Big Data analysis. The process works as follows: As the show goes on air, the activity

spikes up on Twitter, Facebook, mobile etc. during commercial or after it ends; the team get a sense

of topics resonating with viewers and their opinions/views. These responses hit a system that tag

responses based on interest level and sentiment. For example: A long message with interesting story

will be marked as higher quality, while a short congratulatory note will be scored lower. These

messages are processed further followed by decision on which topics are worth following up on for a

Friday radio show thatAamir Khan does and for placement on SatyamevJayates website.

The Big data captured from the show can be further used for ethnographic and social science

research because of the high quality demographic and geographic information attached to it.

Big Data Job market challenge

There is a significant shortage of data workers required for the Big Data industry. India itself

will require a minimum of 1 lakh data scientists in the next couple of years, in addition to data

managers and data analysts to support the fast emerging Big Data space. According to a McKinsey

study, the US alone would face a deficit of 1, 92,000 data scientists against requirement of 4,90,000 by

2018.The issue here is data scientists are combination of mathematicians, statisticians, analysts which

are not an easy talent to get. Tech firms like Oracle, IBM, etc. under their academic alliance program

are helping universities in India and abroad to set courses on Big Data. Training outfits like NIIT,

Aptech, etc. too are exploring the space. Such initiatives will help in producing skilled talent for big

data industry.

Conclusion

Big Data represents a fundamental shift in business decision making .Researchers and

policymakers are starting to realize the potential for channeling these huge floods of data into

actionable format that can be used to identify needs, provide services, to predict and prevent crisis.

According to study conducted by Capgemini nine out of ten business leaders believe that data is now

the fourth factor of production along with land, labor and capital. Since, companies are becoming

data driven day by day, Big Data can create huge potential for the companies and can also play useful

economic role. Our job is to tame the monster to produce valuable insights and information for the

benefit of all.


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The way the world of analytics is expanding its presence in our world, yet another mythical

movie stunt may soon be a reality. In the movie Avengers, there was a scene where Hulk and Tony

Stark work on a system - they change one parameter in a graph with a touch and four or five other

graphs get altered. When I saw this, it largely intrigued me and got me thinking. It may have been a

simple What-if piece of code, but frankly speaking, it could well be a case of predictive analytics.

Last year was termed to be the year of Social media and this year is being touted as the year of

Being mobile. The third corner of this article is more of a connector between these two dimensions.

In this article, I have tried to explore the relationship between social network analytics and

predictiveanalytics modeling usin graph theory.

Fig 1 Fig 2

To start with, we will try to understand the basics of social network analytics. The most widely

used terms (and important too!) are nodes and links. In figure 1, each individual is treated as a node

and the relationship of this individual with another is the link. This figure shows the actual case where

the entire social networking platform is a complex mesh that is pretty cryptic and hard to decode, let

alone predict. So, we embark upon this difficult journey to try and predict something about this

structure. The next figure (Figure -2) is our next step. Herewe try to analyze each of the mesh as a

plane or a layer, segmented based on a particular node. We now treat this as a planar graph (Graph

Theory kicking in!). Based on the multiplicity(two nodes can be linked in more than one way, i.e. two

nodes can be friends, coworkers, from the same school, etc. also explains to an extent why Facebook

asks you to classify your contacts as Friends, Co-worker at a firm, etc.), we assign colors to the nodes.

SNA, Predictive Analytics and

Graph Theory A Link-Abhijit Pattnaik

XIMB


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It would be a lot easier from an analytics point of view to handle planar graphs without multiplicity.

Now we can use the 5-color code or any other suitable theorem to assign weights analyzing how

often a node visits another node or how often a relationship is exploited (usually used for assignment

or scheduling). Now we proceed to solve the planar graph model to conclude on the probability ofeach of the node expected to be accessed by a node (user). At this point we need to understand two

things - appreciating the beauty of R (statistical analysis) and some conceptual understanding of

flow in the graphs. Now we need to connect the dots using the bridges. The bridge here is the links

being used to join one planar graph to another, to eventually bring more and more of the mesh in

figure 1 into our purview. Bridge in real world terms is the single node that acts as the sole link

between two clusters. In the entire process, we try to attain our purpose of analyzing the mesh. We

are now in a position where we can easily identify the probability of each node being hit by a user - a

simple sorting of these figures will help us strategically position our ads so as to have maximum

visibility. This is only one of the million doors opened by predictive analytics in this context. We can

use this model to find many other effective uses. The article here only outlines a possible method of

developing an algorithm for a predictive model.

In social networking analytics, many other metrics can be used such as homophily, reciprocity,

propinquity to explore further models and spark creativity. These metrics can be explored to have

further complex metrics and other dashboards to monitor efficiency of any organizations social media

strategy. Products and packages are now available in the market to use social network analytics as an

efficient tool - GUI based packages like GUESS, UCINet, and NetMiner which facilitate SNA. If theorganization is looking at developing its own predictive analytics model for SNA, they can also use

IBM products like SAS and SPSS which have a predictive modeling feature. The more conventional

tools used for analyzing data is MATLAB. However, IBM products have made path breaking algorithms

possible in a more or less simple manner. R statistical programming language allows a lot of flexibility

with coding options in python. On similar lines, SNAP package in C++ is also a good option.

The applications of investing in such high-cost research based models just to analyze the

impact of social media strategy (reactive analytics) or take strategic decisions to position media

strategy (predictive analytics) may not have been an attractive avenue. But with the growing volumeof e-commerce market, it is becoming a lucrative prospect. Another crucial factor to be considered

here is the longevity of such social media sites. Like Orkut or Google One, Facebook may also become

a thing of past but the concept of social networking will always be there (being studied since 1954).

The key thus lies in developing predictive models and algorithms which are reusable and more of a

plug and play kind of solution.Social Network throws in vast possibilities for the world of Analytics

and should therefore be explored with much creativity.


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Whats cooking at Systematics??Systems Continuum 2012:The Premier Seminar Series

Information Technology has become an important function in everyday life and has become

the lifeblood of how business is done. Systems Continuum explores the different aspects of

Information Technology and Information Systems in business by initiating discussions on the present

trends and technologies. It focuses on the issues and challenges faced by management functions, and

aim at drawing insights from the knowledge and experience of the eminent speakers from the

corporate and academia.

This years theme for the Systems Continuum is:

Gearing Systems for the road ahead!The Systems landscape keeps evolving and adapting; which make it sustainable and gives it the

power to deliver strategic business advantage to its stakeholders. This year we aim to understand the

drivers in the field of IT that will take us to a tomorrow that can be predicted to be only more

competitive than ever. Information Technology and business go hand in hand and potentially

anybody cannot talk meaningful about one without talking about the other. At Systems Continuum

2012 distinguished speakers from the industry would give their views on how the industry is shaping

for the future challenges and the probable trends that would come by in the Information Technology

that is sustainable.

Prakalp:

Over the years, Indian IT industry has grown by leaps and bounds from being a low cost

outsourcing destination to the world class IT solution provider. Although the technical capabilities are

known all over the world real pain lies in understanding the clients problem, suggesting the

appropriate solution and partnering with client to implement and manage the solution efficiently.

Systematics club at SJMSOM, IIT Bombay launched the event Prakalp at Avenues, the annual business

festival of the school.

The event is specifically designed to revolve around the Information Technology Project

Analysis, Management and Implementation to challenge the all-round capabilities of Systems

enthusiasts.


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Last year the initial round was a case study round in which more than hundred teams from all

over India participated. After the initial round six teams were selected. The six teams took part in a

project management simulation game for the final round in the campus. NITIE emerged as winners. It

was a good learning experience for the participants in which the game required them to takedecisions amidst various constraints. The constraints were similar to the real challenges in the

workplace which teams has to face.

Alumni Interaction:

Leaning from the career progressions of our dynamic alumni, their interview experiences and

on the job experience helps all of us to take judicious decisions and make way for an excellent

networking exercise. The club has established a strong 'Systems Alumni' connection. Regular Alumni

Sessions are conducted by club in which the participants i.e. both the 1st and 2nd year systems

enthusiasts get relevant knowledge about various profiles in the IT industry and can also have a one

to one interaction with the alum to understand the nuances in the industry. This is a wonderful way to

learn from the experiences of the alumni.

On 15th March 2012, we invited MrSushantWaghmare a SJMSOM, IIT Bombay alumnus from

the batch of 2010 and presently working as an ERP consultant at Deloitte. He visited the campus and

talked to students about ERP consulting, his job profile, his journey at SOM and how to tackle the

campus interview. He encouraged each one of us and answered questions regarding job, career path

and life after MBA. The small stories and incidents he shared with us were interesting and we came toknow what happened in SOM during its formative years.

Projects:

We, at Systematics believe that apart from the academic projects and curriculum, a bigger

value can be derived by undertaking live projects from the industry. With the enthusiasm and the

industry experience of the club, a new way to the problems approach and innovative solution can be

worked out. With this in mind Systematics club strives to connect to various companies and undertake

live projects which could be very beneficial to students.


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Wikipedia defines Smartphone as a mobile phone with more advanced computational abilities

than a normal phone. This is one segment of the emerging technology market which has taken the

entire industry by storm. With rocketing sales by multiple vendors, smart phones have virtually made

desktops and laptops seem like age old technologies. With advanced features and portability, smart

phone vendors have attracted personal and enterprise users alike.

THE OVERALL MOBILE HANDSET MARKET

Looking at the overall sales of mobile handsets, we notice Samsung and Nokia as the major

names with sales in the range of more than 80 Million Units in the first Quarters of 2011 and 2012.

However, Nokia has experienced an overall slump in sales, partly because it has lost some footing in

the Smartphone Market.

0

2040

60

80

100

120

140

160

180

Q1 '12(in MillionUnits)


Smartphone Markets-Sayan Chakrabarti

SJMSOM, IIT Bombay


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29.10%

24.20%

8.20%

4.80%

6.70%

27.00%

Samsung Apple Nokia HTC RIM Others

THE CURRENT SMART PHONE MARKET:

However, if we look at the statistics of the Smart phone market, there are a few major players

with a couple of them enjoying more than 50% of the market share. Clearly Samsung and Apple

emerge as the clear market leaders in this segment.

MAJOR VENDORS OF SMART PHONES

Samsung With the launch of the Galaxy Series, the South Korean Tech Giant has emerged as one of

the leading producers of smart phones around the globe. Samsung has launched smart phones on

multiple platforms like Android, Windows, etc. It also has its very own BADA platform which has given

users phones like Wave.

May 2012 data from IDC for worldwide smart phone sales

0

10

20

30

40

50

60

70

Samsung Apple Nokia Others



Global Smart Phone Vendor Shipments

2011 and 2012


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Apple Inc. iPhones were the first phones which took the world by storm and made users take

notice of a gadget which could virtually wipe out the dominance of Computers. At the MacWorld

Expo in 2007, the ever dynamic Steve Jobs revealed the iPhone and since then, there was no looking

back for Apple. It has launched iPhone3G, iPhone3GS, iPhone4S each surpassing its predecessor interms of features as well as popularity.

Nokia Nokia had an array of smart phones on its licensed Symbian Platform. Phones like Nokia

N900, Nokia E90 had been flagship products for the company. However, Nokia has somehow fallen

behind its rivals in the touch screen segment. Recently, Nokia has tied up with Microsoft Windows

Phone 7 to improve its market share and revive the declining sales in the Smartphone segment.

HTC The Taiwanese manufacturer was one of the first producers of touch screen smart phones way

back in 2000. In April 2011, HTC's market value overtook Nokia to become the third largest smart

phone vendor.

RIM Research in Motion is mainly known for its BlackBerry smart phone. Known mainly for its

enterprise features and secure messaging services, RIM has been consistently one of the top players

in the smart phone market. However, with the advent of Android and iOS, RIM has lost a part of its

market share.

SMART PHONE OPERATING SYSTEMS

Even as companies fight it out for capturing the market, the Operating system which is the

heart of any phone also has followed some interesting dynamics. Previously, during the era of simple

phones, companies used to have proprietary softwares which were run on phones, like PALM OS,

Nokia SYMBAIN, Samsung QHP and others. However, with the advent of smart phones, the phone

Operating System has become an important parameter which the consumer takes a note of while

making a purchase decision.

0%

10%

20%

30%

40%

50%

60%

Q1 2012

Q1 2011

Market Share of Smartphone Operating Systems


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When we speak of the current mobile Operating Systems, two platforms emerge as the clear

market leader. Google Android and Apple iOS are the most preferred Operating systems in the

current market. Google with its huge open source community and Apple with its ever amazing

innovations has provided some striking features in their respective softwares. If we take a cue fromstatistics, the Google Android OS has experienced the highest growth. Among others, Symbian, RIM,

BADA and Microsoft Windows (Phone) are the other major producers of mobile Operating System as

of now.

APP STORES

This is a relatively new concept in the mobile markets. The Apple app store which was

introduced in July 2008 was a platform for freelance developers to develop applications which could

be distributed freely or sold to iPhone users anywhere in the world. Google launched its own

Appstore in 2009. Nokia, Microsoft and RIM also have their individual app stores. The app stores also

provide an alternate revenue generation model. With services like Apple iAds and Admob, these are

platforms where advertisers can reach out to millions of smart phone users with their customized ads.

If we look at the revenue generated from these app stores, Apple Inc emerges as the clear winner.

PATENT AND LITIGATION WARS

Licensing and Patent issues is an ongoing battle among smart phone manufacturers. Major

companies including Apple, Google, Samsung, Microsoft, Nokia, Motorola, and Blackberry are

involved in multiple patent issues. These litigations are mainly aimed at boosting the sales of the

company by pushing the competitors out of the market owing to legal issues.


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The following diagram describes the ongoing Patent Suits between various Companies.

CONCLUSION

The Smart Phone market is a high margin market. Moreover, as predicted by analysts, it would be one

of the fastest growing markets in the recent future. The reason behind this high sustainable growth is

the technical advancements achieved in this segment. Companies are striving hard to maintain their

foothold in the market and are spending millions of dollars on R&D activities. This has resulted in

development of cutting edge technology both in terms of hardware and software. Also new revenue

models like App Stores add to the sheen of the smart phone Markets.

This is a segment of high innovation and development and companies which would innovate and

adapt to the changing customer would sustain in the long run.


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