Foreword

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

$ystem@tics
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 latest developments 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- IT Matters
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 techinformation 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.

Contents

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

The Big Data Landscape

-Pratish Pusal, Prashanth Ramesh NITIE, Mumbai
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.

Source:Semanticommunity.com

Big Data Technology Big data requires exceptional technologies to efficiently process large quantities of data within tolerable 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 variants and 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 business intelligence, social analytics, decision support, visualization and modeling, behavioral prediction, and business process optimization (BPO). x x Industry-Specific Solutions: Once the big data technology, infrastructure, and application are in place, businesses must focus their efforts on extracting domain-specific value for them. Big Data driven Business Processes: To be useful, big data solutions must then be incorporated into 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 by 20%.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:

a) 400 million viewers on Indian Television and across the world on YouTube. It has also received unprecedented response from 5,000 locations in 165 countries. b) More than 1.2 billion people have connected with this show across its website, Facebook, Twitter and 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.

SNA, Predictive Analytics and Graph Theory A Link

-Abhijit Pattnaik XIMB
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.

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 of each 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 the organization 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 volume of 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.

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 take decisions 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 to know 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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Smartphone Markets
-Sayan Chakrabarti SJMSOM, IIT Bombay
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

180 160 140 120 100 80 60 40 20 0 Q1 '12(in Million Units) Q1 '11(in Million Units)

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.

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THE CURRENT SMART PHONE MARKET:

May 2012 data from IDC for worldwide smart phone sales

27.00%

29.10%

6.70% 4.80% 8.20% 24.20%

Samsung

Apple

Nokia

HTC

RIM

Others

70 60 50 40 30 20 10 0 Q1 '12(in Million Units) Q2 '11(in Million Units)

Global Smart Phone Vendor Shipments 2011 and 2012

Samsung

Apple

Nokia

Others

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.
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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 in terms 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
60% 50% 40% 30% 20% 10% 0% Q1 2012 Q1 2011

Market Share of Smartphone 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.

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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 from statistics, 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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