api economy - the making of a digital business

© 2015 Akana., Inc All Rights Reserved. ! Powering the API Economy

API Economy – The Making of a Digital Business!Laura Heritage Director of API Strategy @heritagelaura [email protected]


Gartner predicts that by 2017, 20% of all market leaders will lose their number one posiGon to a company founded aHer the year 2000 because of the lack of a digital business advantage


What is a Digital Business?!

Having eCommerce Strategy? Having a Mobile Strategy?

Having a Cloud Strategy? Having an IoT Strategy?


Digital Business Is Networking at Scale!

Establish a PlaOorm Create an Ecosystem Build a Community

Customers

Suppliers

Partners


Banks Offering Online !Authentication Services!

Creates Stickiness!


Digitization Shifts Power to the Consumer!

… and access ANYWHERE, ANYTIME

… Consumers expect personalized product experiences


Digital Business Experience!

COMMUNICATE THE SMARTEST THING AT ANY MOMENT IN TIME

Consistently across all channels

PersonalizaGon


Three Main Drivers of Personalization!

PERSON Deliver a message

based on the person (who, why)

CONTEXT Deliver a message based

on the context (what, where, when, how)

LEARNING Test and learn what works

and what doesn’t to optimize experience


Information from equipment sensors is combined with historical and real-time data regarding weather predictions, soil conditions, crop features and many others.

Farm Equipment Company Transforms to Digital Business !


What Gives You the Power To:!

Network at scale

Personalize

&


APIs - Drive the Digital Business!


Establishing an API Strategy


Know the Digital Stakeholders In the Enterprise!

Execu&ve Business Sponsor

API Product Manager

Chief Digital Officer

API Developer

Developer Advocate Digital Marke&ng Digital Sales

Enterprise / API Architect

Chief informa&on Security Officer

Opera&ons Lead

ExecuGve Sponsors

Go To Market

API Team


Understand the API Value Chain!

App Developer / Partner

End User

API Business/IT Asset

APPs

API Product Manager

•  Must understands the value of the asset to the business.

Users

•  Must understand the value of the asset for the App Developer.

•  Must understand what value the End User receives from using the apps.


Establish the Goals and Objectives for Your Strategy!

•  Drive revenue through new channels •  Drive brand recogniGon •  Faster integraGon with partners •  Faster delivery of services •  Increase customer saGsfacGon •  Increase customer sGckiness •  A disrupGve play to fend of compeGtors

Chief Digital Officer

Execu&ve Business Sponsor


Treat Your API As a Product!

API The Product

MARKET ANALYSIS BUSINESS CASE

ESTABLISH TEAM

COMMUNICATION PLAN

BUSINESS MODEL

LEGAL

MARKETING

SALES ENABLEMENT

SUPPORT

SALES EXECUTION

TECHNICAL PLATFORM

COMPETITIVE ANALYSIS API Product Manager


Establish the Target Developers for Your API!

Internal Developers

Partners Developers

External Developers


Know Your Market Segment!What developer/partner groups are you targe5ng?

What do they like?

What languages do they like to code in?

What size businesses do they work for? What drives them?

Where are they located?

What would make their lives Easier?


Choose The Business Assets to Expose as an API !

•  Will this business asset support the goal and objecGves of your strategy?

•  What applicaGons do you envision being created with this API

•  How will the exposure of this asset affect your business? •  Will it cannibalize it? •  Grow it? •  Open up to risks?


Where Are the Business Assets/APIs Sourced From?!

Business Process SOA Services

Databases

Cloud Services

Mainframe ApplicaGons BI Systems


Don’t Expose the Complexities of Your Existing Information System!

•  APIs are designed for consumption!•  Design the API for the developer audience who is going to use it. !

/entrypoint /collecGon1 /resource 1 /resource 2 /collecGon /resource1 /resource2 ….

Client App REST Library OpGonal

HTTP Library

API Layer ApplicaGon Client

ApplicaGon Data Model

Resource Model

HTTP ApplicaGon Interface

server client

•  SOA Services •  Enterprise Apps (SAP) •  Legacy applicaGons •  Data •  Saas / Cloud


Establish the Business Model For Your API!

Free / Indirect Developer Pays Developer Gets Paid •  Low value asset to developer •  Content acquisiGon •  Content syndicaGon •  Build a community •  Used as upsell to next level of

service •  Used to create sGckiness to

service

•  High value asset to the developer

•  Pay as you go •  SubscripGon •  TransacGon fee •  Unit/Token/Points •  Tiered/Volume

•  Provides incenGve for developers to use API

•  Affiliate •  Revenue sharing •  Recurring revenue


You Might Need A Couple Pricing Options!


You Must Understand the Value of the API for Each Party!

Highly Valuable Some what Valuable Limited Value No Added Value

API Provider X

Developer/Partner X

End User / Customer X


Establish an API Marketing Plan!

Digital Marke&ng Execu&ve

•  What type of developer/partners are you targeGng? •  What channels should you be speaking to?

•  What type of messages resonate?

•  What types of campaigns will you need?

•  Can you reach your targets through trade shows?

•  Will a hackathon increase adopGon or provide benefit?

•  Do you have to hire an outside markeGng team to help reach your target?


Establish an API Sales Plan!

Digital Sales Execu&ve

It is not a “build it they will come”

Without a proper sales plan you will FAIL


Create A Developer and Partner Community!


Developer Advocate

How are you going to reach them?

How are you going to communicate with them?


Establish How an App Develop/Partner Can Submit Issues and Enhancement Requests!

API Developer


You Need To Create Communication Plans!

For example: What should happen when a partner/developer reports a problem?


I found a Problem

API Product Manager

Developer Advocate

1. Opens a Gcket

2. NoGfied received Gcket

3. NoGfied of problem

3. Is NoGfied if Major Problem

5. It is Fixed

App Developer / Partner Community

4. Informed of Issue

API Developer

5. Informed of Fix


3. Is NoGfied if Security Related


You Need to Understand the API Legal Aspects!

API Product Manager


Information Security, Need I Say More?!


PCI Data Security Photo by Purpleslog on flickr


Understand Your API Security Needs!

1 Authentication & Authorization!

2 App Key Validation/!Licensing!

3 Message Security!

4 Threat Protection!

5 Content Filtering!

6 Rate Limiting!

Developers!


Digital TransformaGon Is a Cultural ShiH


How to Make the Cultural Shift to a Digital Business!1.  The message of Digital transformation must come from above and must be

repeated consistently across all Executives. !–  Message should be specific. Keep it focused. What is really the goal?!

2.  Everyone in the enterprise must be incentivized to make progress towards becoming a digital business!–  Without proper incentives, no progress will be made – as everyone will still march by

old incentives related to business as usual. It is human nature to do so, especially if the progress targets do not align with current targets and they have an adverse affect on your incentive goals.!

3.  Everyone must be given the proper tools to make progress!–  If your developers are not allow to install or have access to the tools needed – well.!

4.  Everyone must be must be educated on what the change really is!–  Business folks need education!–  Technical folks need education!–  THIS NOT JUST A TECHNICAL THING!!!

5.  Everyone must be able to express creativeness without fear.!


Internal Hackathons Are a Great Way to Generate Momentum Toward Digital Transformation!

•  Diverge before you Converge!–  Source several ideas from your own employees who know your business well

before you decided on a single strategy!

•  Great way to educate both business and technical employees on what a Digital Business means to the company!

–  Pairing business and technical together allows for communication streams to be opened!

•  Great neutral environment to learn new technologies or concepts!

•  Great motivator of innovative thinking!–  Allows everyone to step outside their jobs and potentially create what they always

have wanted to create for the business !


Digital Business Is Networking at Scale!

Establish a PlaOorm Create an Ecosystem Build a Community

Customers

Suppliers

Partners


PlaOorm for A Digital Business


The Akana Unified Platform!

•  Measure the impact of your programs AnalyGcs

•  Build your developer and partner ecosystem

Developer Engagement

•  Secure and protect your systems Gateway Services

•  Simplify and speed up development Service IntegraGon

•  Build the right services & APIs the right way

Lifecycle Management


The Akana Unified Platform!

AnalyGcs

Developer Engagement

Gateway Services

Service IntegraGon

Lifecycle Management


Akana Platform Capabilities!Platform

Licensing!

Quota Mgmt.!

Partner Mgmt.!

PCI Compliance!

Provisioning!

Policy Mgmt.!

Monitoring!

OAuth!

Federation!

Analytics!

!

Lifecycle

API/Services!

Application!

User!

Compliance!

!

!

Gateway

Security!

Authentication!

Protection!

IAM Integration!

Encryption!

Mediation!

Quality of Service!

Paging/Caching!

Orchestration!

Scripting!

Analytics

Operational!

Business!

API!

Policy Based!

Embeddable Charts!

OOTB Reports!

Cust. Visualizations!

Import!

Export!

API Portal

Search!

Documentation!

Groups!

Social!

!


Flexible Deployment Model!


API Resources!

•  Read about our solution!–  https://www.akana.com!

•  Resource Center!–  http://resource.akana.com/!

•  Follow us on:!

https://www.linkedin.com/company/akana

https://twitter.com/AkanaInc

api economy - the making of a digital business

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