api economy intro for business audience

© 2015 IBM Corporation

@ibmapimgt

Digital transformation using APIs Managing your APIs in the Cloud or on-premise

August 2015

Imagine making more money and getting more customers…

but NOT through your branch office or website or mobile app or traditional channels...

But through a new digital channel…

From a Single to Multi, now Omni channel

Branch / Store

Toll-Free / Tele

eBusiness / Web

Connected Appliances

Partners Websites/Sensors

Internet TVs

Smartphones

Tablets

Game Consoles

Connected Cars

APIs

Trillions 2013+

Digital API

Digital Economy is powered through APIs

Digital Transformation = Multi-Speed IT

Speed &

Agility

Integration &

Scale

Core Enterprise

Digital

Ecosystem Fa

st S

pe

ed

Steady Sp

eed

48% of Gen Digital

enterprises offer

their own

APIs to the

marketplace

Are you ready for this transformation ?

APIs are changing all Businesses

API Economy Value Chain

Valuable Business

assets

Exposed as APIs

Consumed by App

Developers

To develop innovative

Apps

Delightful experience to

customers

Popular Banking APIs

Branch Locator / ATM Locator

Let customers search and find a convenient ATM, Branch wherever they happen to be.

Who needs these APIs?

Tourism Mobile Apps City Council Apps

SWIFT Codes / BIC Codes

Customers can know your SWIFT, BIC Codes through any channel


Payment Apps Aggregators

FI 32 5000

4699350600


Forex Exchange

Rates

Let customers get to know about your great offers on Forex


Tourism Mobile Apps Exchange houses

Deposit / Lending

Rates, Eligibility calculators Market your rates through multiple channels


Real Estate Apps Auto Apps

%


Reward Points

Management

Onboard partners quickly easily integrate in to your reward system


Payment Systems of Retailers Billing Systems of Hotels, Car Rentals

Digital Wallet Services

Make more money with your Payment & Wallet APIs


In-app Mobile Purchases Partner Systems, Web Apps


Bill Presentment

Services, Corporate

Banking Services

Allow Partners & Customers to easily Integrate with your applications


Corporate Banking Customers Service Providers such as Telecom, Power Utility etc.

Access to Account & Customer Data

Monetize sharing of account & customer data


Personal Finance Management Marketing & Research

What was Is now

Transforming industries and user experiences

Crossing industries and

transforming customer experience

What Type of APIs exists ?

Partner Public Private

The Business of APIs

Free Earn Indirect Share

A

A

A

A A

A

Business Goal: Why customers do APIs?

Mobile Digital / IoT New Revenue Channels Innovation

Partnership Internal Transformation Monetization Cloud

90% 60% 50%

Show me the Money

Expedia eBay Salesforce

Revenue is through APIs

3/4 Of Twitter traffic is from Third party apps

Expand to new channels

$1B Of saving through standardization of API at Netflix

Savings is better

The API Provider’s Journey

Internal developers

Partner developers

Public APIs

3rd party services

Public developers

Hackathons Innovate, Motivate, Iterate

1 2

3

Freemium plans Monetize

Chargeback Pay

Private APIs

Partner APIs

Enterprise data Application logic

Systems of Record

21

Customer success stories

© 2015 IBM Corporation 22

Business Challenge Difficult for internal partners and developers to discover &

access key financial services Lacked a standard ecosystem to manage internal partners

including global credit card companies and merchants No visibility on Service consumption or ability to chargeback

for LoB use of Services

Example Apps

Solution IBM API Management & Gateway

Leading Global Commercial Bank provides easy & secure access to key financial services

Business Value Offers 3rd party merchants secure standards-based access to

key business services as APIs, with a self-service experience Provides a private ecosystem for partners and a central

repository with usage analytics API platform and hackathons help drive innovation for Mobile

application development

$

IBM © 2015

Citibank & Best buy

IBM © 2015

Citibank Instant Reward


Hackathons, Developer Challenges

• 48 hours, 25 developers, over 400,000 API calls

• Impressive 13 pieces of Intellectual Property for ASDA (Walmart UK)

• Winning Ideas

• “George Go!” - search application using multiple descriptors

• “Clothing Shaker” - create your outfit by shaking your device

• “Virtual Fitting Room” - use of Xbox Kinect and APIs

• IBM API Management on Cloud provided Developer Portal & secure access to APIs

• Looking to transform the Digital Banking landscape:

• Innovative mobile solutions & IoT/ Wearables

• 40,000 API calls from more than 100 different groups

• Prototype APIs allowing Developers to interact with fake accounts

• Account Details (APR/Interest Rate, Available Credit, Payment Due Date, etc)

• Customer Information (Name, Addresses, Phone Numbers, Email Addresses)

• Payment Details (Scheduled payments, payment history, etc)

• IBM API Management on Cloud provided Developer Portal & secure access to APIs


Consumers needed to be able to make online payments in a secure digital environment, not using a credit card

API

API

API

API



Gain

business

insight into

which

partner is

using which

API, how

often

Business Challenge Business Challenge Accelerate end-to-end mobile application development Reduce time to configure and manage software, prepare test

environments Enhanced analytics on the usage of their services Increased performance to handle peak seasonal volumes


Business Value Enhanced user experience enabling quick access to customer

information using OAuth authentication replacing custom security solution

Ability to access backend data through DataPower/API Management using RESTful services

Easily handle traffic spikes, enabling easier capacity planning

Large Financial institution provides secure mobile access to customer information $

Leading European Auto Manufacturer provides innovative vehicle connectivity with IBM API Management

Business Challenge Offer innovative connectivity services to customers,

improve the driver experience, improve safety, and create new revenue sources Improve driving conditions with driver profiling, eco-

driving, fleet management, reduce accident risk Collect data to monetize them for partners


Business Value “Always connected” low-latency reliable communications

with the car systems/apps and customer mobile apps Vehicle data APIs published on secure developer portal Internal & external developers use vehicle data to develop

mobile applications Drives innovation for Mobile application development

Mobile Internet Cloud Connection Platform Tried out: from 2013,9 provinces, roll out in July 2014, 31 provinces Connected trucks：250,000 in 9 provinces Growing：> 2000 trucks /day now, > 5000 after July 2014 Forecast：1.5 millions truck connect to platform in 2014, 6-9 millions truck connect to platform in 2015

National Public Truck Platform in China

Tracking - history, speed, location…

Vehicle status - battery voltage, coolant temperature…

Fleet management - dispatching

Vehicle Management API Platform

35

With an API strategy, you need to make sure you have full control of your APIs


Provide self-service API portals to internal/external app developers

Manage & enforce consumption of business services from select developer communities

Manage & monitor the entire API platform

On-premise private

Off-premise SaaS

IBM API Management

Bluemix Bluemix Dedicated

API Developer • How do I assemble APIs?

• How do I manage security?

• Will the infrastructure scale?

• How do I measure

performance?

App Developer •Where do I access APIs?

•How do I understand the

APIs?

•How do I measure

success?

API Product Manager • How can I rapidly release & update my

APIs?

• How do I publicize my API?

• How do I measure success?

Operations Lead* •How do I manage all the API

Environments that are being

requested?

•How can I scale each

environment?

•How can I easily find and fix

issues?

API Success Requires Addressing Needs of

Multiple Stakeholders

* on-premise only

API Provider can publish APIs to multiple developer portals

Multiple Developer Portals

API Manager

API Provider

App Developers In group 1

App Developers in

group 2 Securely share Plans of API resources with select developer communities

Welcome to the API Portal

API Provider: Gain Business Insights

• Pinpoint key market fluctuations and find correlations related to your business

• Analytics for both API provider and application developer:

• Analyze performance of APIs

• Enables chargeback or billing for API consumption

40

API Portal

Advanced developer portal,

based on a content management system

Browse APIs

API Resources

API Economy

• www.ibm.com/middleware/integration/en-us/api-economy.html

Product Page

• ibm.com/apimanagement

API developer community

• developer.ibm.com/apimanagement

Twitter

• @ibmapimgt

YouTube Channel

• youtube.com/ibmapimanagement

Slideshare

• slideshare.net/ibmapimgmt

LinkedIn

• User group ‘IBM API Management’

43

http://www.ibm.com/middleware/integration/en-us/api-economy.html





http://ibm.com/apimanagement

http://ibm.com/apimanagement

http://developer.ibm.com/apimanagement

http://developer.ibm.com/apimanagement

http://youtube.com/ibmapimanagement

http://youtube.com/ibmapimanagement

http://slideshare.net/ibmapimgmt

http://slideshare.net/ibmapimgmt

api economy intro for business audience

Technology