a new breed of technical leaders: the 101 to defining your api business strategy

Copyright © 2001-2013 SOA Software, Inc. All Rights Reserved. Copyright © 2001-2013 SOA Software, Inc. All Rights Reserved.

A New Breed of Technical

Leaders:

The 101 to Defining Your API

Business Strategy Laura Heritage@heritagelaura


Dramatization of a Typical Scenario

Some C Level

Mr. Enterprise Architect I just talked

to X Analyst. We need APIs. APIs are

our #1 priority

Enterprise / API Architect

We’ve been doing APIs for Years with SOA. We just need to revamp the SOAP

to REST.

Executive Business Sponsor

Mr. Enterprise Architect, what on

earth is that going to do for my business?

Woo Hoo! I finally get the gov. platform I’ve needed to manages

our internal

services!!!

Hmmm?

We need an API Platform to help us do that revamp and an API Platform

provides easier consumption, security, monetization etc. , .

Mr. Business Sponsor can I have the $ for the platform?


APIs – Extend the Reach of your Business



APIs Extend the reach of your business……

That is IT mumbo jumbo.What does that mean?


STOP The SHOW!!!!


To an Architect the Benefits are Obvious,Typically Seen in 4 Adoption Patterns

Accelerate

Drive Monetize

Analyze

APIs

• 4 External Innovation• 3 Partner• 2 Mobile• 1 Internal


Your Business Executives Will Not Find it Obvious.

Show them the MONEY!


For Example Take a Banking Scenario


I want to streamline the way we reach and sell/upsell to

small to medium business to grow revenue.


We have core business function that would help SMB run their

businesses easier. We could expose these as APIs/services and either sell them or give them away to SMBs

as a mechanism to get more business from the SMB market.

Tell me more


Do Your Research, Build a Straw Man Business Case

• Show what your competitors are doing

• Show a business case with projection of revenue impact

• Show them a pilot execution plan


Success but Now What?


Yes! Success I get my management platform!


Sounds good. What do we need to do?.


Must Treat Your API As a Product

APIThe Product

MARKET ANALYSISBUSINESS CASE

ESTABLISH TEAM

COMMUNICATION PLAN

BUSINESS MODEL

LEGAL

MARKETING

SALES ENABLEMENT

SUPPORT

SALES EXECUTION

TECHNICAL PLATFORM

COMPETITIVE ANALYSIS


Digital Stakeholders In the Enterprise


API Product Manager

Chief Digital Officer

API Developer

Developer Advocate Digital Marketing Digital Sales


Chief information Security Officer

Operations Lead

Executive Sponsors

Go To Market

API Team


Understand the Value Chain Of the API

App Developer /Partner

End User

API

APP

API Product Manager

API Product Manager must understand not only how a Developer or Partner would use the API,

but also why an End User would use the Developer/Partners APP


Where Do You Source The API From?

Business Process SOA Services

Databases

Cloud Services

Mainframe Applications BI Systems


API Business Models - Basic

Courtesy of John Musser

API Product Manager



API Business Models – A closer look

Courtesy of John Musser


Communication Plans Are Important

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


I found a Problem

API Product Manager

Developer Advocate

1. Opens a ticket

2. Notified received ticket

3. Notified of problem

3. Is Notified if Major Problem

5. It is Fixed

App Developer /Partner Community

4. Informed of Issue

API Developer

5. Informed of Fix


3. Is Notified if Security Related


How Does the Partner Submit an Problem?

API Developer


API Legal Aspects Need Your Attention

API Product Manager


Information Security, Need I Say More?


PCI Data Security Photo by Purpleslog on flickr


API Marketing Plan

Digital Marketing Executive

• What type of developer/partners are you targeting?

• Does the API/Service you are delivering meet their needs?

• What types of message resonate?

• What types of campaigns will you need?

• Can you reach your targets through trade shows?

• Will a hackathon increase adoption or provide benefit?

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


Developer and Partner Outreach


Developer Advocate

How are you going to reach them?

How are you going to communicate with them?


Establish an API Sales Plan If You are Monetizing

Digital Sales Executive

It is not a “build it they will come”

Without a proper sales plan you will FAIL


Each Stakeholder will Need Tools to Be Successful

• Measure the impact of your programsAnalytics

• Build your developer and partner ecosystemDeveloper Engagement

• Secure and protect your systemsGateway Services

• Simplify and speed up developmentService Integration

• Build the right services & APIs the right wayLifecycle Management


API Platforms Address the Needs of Multiple Stakeholders

Platform

Licensing

Quota Mgmt.

Partner Mgmt.

PCI Compliance

Provisioning

Policy Mgmt.

Monitoring

OAuth

Federation

Analytics

Lifecycle

API/Services

Application

User

Compliance

Integrations

Gateway

Security

Authentication

Protection

IAM Integration

Encryption

Mediation

Quality of

Service

Paging/Caching

Orchestration

Scripting

API Portal

Search

Documentation

Groups

Social


The Unified SOA & API Platform

Analytics

Developer Engagement

Gateway Services

Service Integration

Lifecycle Management


Unified Platform that Supports Each Stakeholder


Flexible Deployment Model

Copyright © 2001-2013 SOA Software, Inc. All Rights Reserved.

API and SOA Resources

• SOA Software– http://soa.com

• Resource Center– http://resource.soa.com/

• Webinar Recording– http://resource.soa.com/resource/webinars

• Follow us on:

www.facebook.com/soasoftware

www.linkedin.com/company/soasoftware

@soasoftwareinc

http://soa.com/

http://resource.soa.com/

http://resource.soa.com/

http://resource.soa.com/resource/webinars

http://resource.soa.com/resource/webinars

a new breed of technical leaders: the 101 to defining your api business strategy

Software

api product

api business

api platform

api developer

rights reserved

enterprise

2013 soa software

business