USING APIST O G A
I N U N F A I R C O M P E T I T I V E A D V A N T A G E I N T H E N E T W O R K E C O N O M Y S E A S O N 2

Previously in
SEASON 2

3 From new kids on
the block to heavyweight champions Google CONTENT & ADVERTISING Amazon COMMERCE & FULFILMENT Facebook SOCIAL & DISTRIBUTION Apple ENTERTAINMENT & SOFTWARE Haven’t read our previous studies? Go to http://fr.slideshare.net/fabernovel

4 GAFA created a new
economy: GAFAnomics®

5 GAFAnomics® spread in every
region Google | Amazon Facebook | Apple Alibaba | Baidu Tencent | Xiaomi Yandex | Ozon VK | Yota (acquired) NTT | Sony Gree | Rakuten Samsung | Gmarket Kakao Talk | Naver Flipkart

The secret to this new
breed of companies GAFAnomics® companies are organized as networks, leveraging connections and interactions as a source of knowledge and therefore performance. “In the networked world, [the three most desirable things] are connections, connections and connections.” Breaking Smart Marc Andreessen & Venkatesh Rao

GAFAnomics® companies build open networks
A network is a system connecting a multitude of people, objects, and information to one another. By taking leadership on a large scale, GAFAnomics® companies become infrastructures, on which other companies want to connect to create value.

8 More than half of
the unicorns born with GAFA’s infrastructures Number of tech companies valued at more than $1B by year of birth (pre-IPO and post-IPO) Apple Store Android Store Google play Source: TechCrunch

9 Uber has built its
whole service on top of infrastructures set out by GAFA. [Case] Uber scaling fast thanks to GAFA Access to users - Data and server management - Driver navigation - Payment - App distribution on the AppStore, the Playstore and soon Facebook Messenger Data storage and management on Amazon Web services in its early stage. Google Maps used to geolocate cars and users as well as to help drivers navigate Google Wallet and Apple Pay are used to complete transactions.

10 Connect to the Networks
with APIs Leverage 4 Economic Superpowers to

11 Magnet enterprise – Aggregating
and managing very small units Networked companies are able to detect, organize, and animate very small units of value. Their competitive advantage is to deal efficiently with billions of small transactions. Real-time enterprise – Instantly tuning value Networked companies use real-time data feedback to instantly optimize market fit and improve products’ value Their competitive advantage is instant fit-to-market. 4 superpowers to unlock with APIs Infinite enterprise – Shooting for the 100% profit consumer Networked companies use highly scalable software and services to achieve zero cost delivery once critical user mass is achieved. Their competitive advantage is speed of scalability and profitability. Intimate enterprise – Hospitality is the norm Networked companies use customer knowledge to fine-tune and personalize the experiences they deliver to each customer. Large-scale customization is at the heart of their products. Their competitive advantage is customer hospitality and comfort.

12 Magnet enterprise Aggregating and
managing very small units Networked companies are able to detect, organize, and animate very small units of value. They leverage excess capacities and user value creation to capture and deliver micro deals. Their competitive advantage is to deal efficiently with billions of small transactions. MAGNET REAL-TIME INFINITE ADAPTIVE+ + +4 =

13 Magnet enterprise How it
works Standard economy – Companies take raw materials in input and produce finished products that are sold to consumers. Revenue unit = 100 Network economy – Companies identify available value, as small as it is and capture it. They transform this value and redistribute it to consumers and producers while taking a cut. Revenue unit = 1

14 Magnet enterprise [Case] Use
others’ APIs IFFFT offers a unique service allowing users to create recipes (trigger + action) between 242 services. 15 million of these triggers are realized every day. IFTTT has raised more than $38M to date. All the value captured and distributed by IFTTT comes from API connections. Use other’s API to benefit from externally-created value.

15 Magnet enterprise [Case] Give
away your APIs Photo Prints allows mobile application developers to include the ability for their app users to print photos to any of the 8,000+ Walgreens locations. With every photo order that is successfully placed and picked up at a local store, the developer can earn a revenue share commission. A strategy to increase mobile interaction as Walgreens’ revenues per customer for people who interacted with it physically and through mobile devices were six times those generated by people who just shopped at its stores. Give away your APIs to benefit from externally created-value. 225 Third party applications 40% Of digital photo business through APIS 200% Growth of API adoption 15% Revenue share for apps 4M Photo prints via Printicular

16 The real-time enterprise MAGNET
REAL-TIME INFINITE ADAPTIVE+ + +4 = Instantly tuning value Networked companies use real-time data feedback to instantly optimize market fit and improve products’ value. They use optimum management and work in perpetual beta to answer user needs in real-time. Their competitive advantage is instant fit- to-market.

17 Real-time enterprise How it
works Standard economy – Companies produce and put new products on the market every other year. They don’t have information about their products’ usage for months. Network economy – Companies produce a first minimum viable version of their products and perpetually improve it through iterative development. They closely monitor the usage of their products to answer their user’s needs in real time.

18 [Case] Implement APIs Real-time
enterprise Through its APIs, Google analytics lets businesses understand their customers’ journey across channels. Through a comprehensive set of dashboards, businesses can track their performance and adapt their strategy in real-time to improve their reach or increase their conversion rates. For example, using Google Analytics improved National Geographic’s click-throughs by 21% for content promotions. Use other’s API to understand and adapt to the market in real-time.

19 [Case] Give away your
APIs In its early days, twitter’s user interface was not good enough for regular users. In 2008, Twitter released its search API, which allowed third parties to read and write Twitter messages with minimal coding in nearly any programming language. An independent developer built TweetDeck, a new app based on Twitter’s API, with a better user interface that led to an explosion in Twitter usage. Twitter acquired TweetDeck in 2011 for £25M, thus making the twitter offering evolve with market demand. Give away your APIs to let your products instantly adapt to the market. Real-time enterprise 23% Of new status updates in 2010 (after Twitter: 45,7%)

20 The infinite enterprise Shooting
for the 100% profit consumer Networked companies use highly scalable software and services to achieve zero cost delivery once critical user mass is achieved. Thanks to network effects and zero marginal costs, they can grow indefinitely in revenue with minimal impact on costs. Their competitive advantage is speed of scalability and profitability. MAGNET REAL-TIME INFINITE ADAPTIVE+ + +4 =

21 Infinite enterprise How it
works Standard economy – Companies have to produce an additional output to serve an additional customer. Their growth is constrained by their production capacity and by the marginal cost of production. Network economy – Companies distribute non-competitive goods and can serve additional customers at virtually no additional cost, giving them an infinite growth opportunity. Additionally, they benefit from network effects and see the perceived value of their products increase with the number of users. This is much easier with immaterial goods.

22 [Case] Use others’ APIs
Infinite enterprise Implementing stripe’s API allows business to adopt a powerful and scalable payment method leaving to stripe the responsibility of storing cards, processing subscriptions, billing clients, offering coupons, or anything related to payments. A secure way to accept payments from nearly any country in the world, on any channel and at a very low marginal cost. You just have to take care of the rest ! Use other’s API to become scalable and benefit from low marginal costs.

23 [Case] Give away your
APIs ….. Infinite enterprise Uber released its affiliate API last year to incentivize businesses and developers to refer users. Launch partners included OpenTable, Starbucks, TripAdvisor, and United Airlines. Developers will get $5 for every U.S.-based user they sign up for Uber through API integrations in their own and can earn up to $5000 in referal fees. An usage of APIs to increase reach and reach more potential users. Give away your APIs to grow through others’ networks. “Consider ways to galvanize your users into trying the seamless Uber experience.” “Consider emailing your user base to ensure they are aware of the Uber integration within your app” Uber.com

24 Intimate enterprise MAGNET REAL-TIME
INFINITE INTIMATE+ + +4 = Hospitality is the norm Networked companies use customer knowledge to fine-tune and personalize the experiences they deliver to each customer. Large-scale customization is at the heart of their products. Targeting and customizing their products to every single user, they create intimate long-lasting relationships. Their competitive advantage is customer hospitality and comfort.

25 Intimate enterprise How it
works Standard economy – Companies produce in mass and sell a identical product to all their customers. Network economy – Companies offer tailored products and customization possibilities to each of their customers, creating an intimate and long-lasting experience.

26 [Case] Use others’ APIs
Intimate enterprise By using Facebook Login, companies can ease the registration and signing in process, building a more fluid and intimate usage experience for their users. They can also personalize their interactions by gathering valuable information about their user’s needs and preferences based on their likes and personal profiles. Use other’s APIs to personalize your services by better understanding them.

27 [Case] Give away your
APIs Among others, Slack released its Real Time Messaging API, widely used to create what Slack calls bots: useful tools that can respond to messages chat users type into a chatroom, or interact at specific points in time. With a little sense of code, every team can create its own bots, answering its own needs, making customization virtually limitless. Slack recently went one step further by introducing its own store to let teams offer and download bots. Give away your APIs to let customers customize your products and services. Intimate enterprise Applidium created 2 bots answering their own needs: one that randomly pairs them up for lunch once a week: Cyril. Another ones that records and ranks their FIFA tournament results: Zizou.

28 Leverage APIs to embrace
superpowers Intimate enterprise Magnet enterprise Real-time enterprise Infinite enterpriseNetworked company By leveraging APIs, companies can structures themselves around networks. They automatically benefit from these 4 superpowers and gain unfair competitive advantage in the new economy.

One golden rule: Connect and
Open “There is no future for hermetically sealed closed systems in the Network Economy. […] Every time a closed system opens, it begins to interact more directly with other existing systems, and therefore acquires all the value of those systems.” Kevin Kelly Wired co-founder

30
ARE YOU NEXT

31 Get fresh news on
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32 See also… Facebook, The
Perfect Startup (2012) 6 365k views on Slideshare Amazon, The Hidden Empire (2011) 918k views on Slideshare ••• Three digital engines to reshape and dominate retail mazon.com THE HIDDEN EMPIRE Linkedin, The serious Network (2013) 253k views on Slideshare Google, Everything you always wanted to know (2008) 540k views on Slideshare Everything you always wanted to know about Google…But were afraid to ask Paris, December 2008 And more. Apple: 8 Easy Steps to Beat Microsoft (and Google) Paris, September 2010 Apple, 8 easy steps to beat Microsoft (and Google) (2011) 179k views on Slideshare GAFAnomics®, New Economy New rules (2014) - 260k views on Slideshare GAFAnomics®, 4 superpowers to outperform in the network economy (nov, 2015)

33 4 sessions to become
a GAFAnomics expert (customer, innovation and organization, network economy, strategy) and implement their best practices toyour business Inspiring keynotes Collaborative workshops Cross-sessions business case Certification and alumni community Next sessions in January 2016 (Paris) Information and inscriptions on academy.gafanomics.com

34 We are A new world needs new solutions Who
we are We are a “digital native” organization of a new type, nourished by a unique culture and incomparable talents. We gather wide and cutting-edge capabilities –in strategy, software, design and data marketing – boosting our clients’ competitiveness. Our offices From our offices in San Francisco, Paris, Toulouse, Lisbon and Moscow, we work with clients everywhere in the world to help them define and develop new opportunities. What we do We transform feared disruptions into business opportunities. We craft impactful user experiences that benefit our clients and their customers. We build agile prototypes to test and develop strong strategic assets. And we play a prominent role with a sustainable impact, in the best ecosystems. At startup speed. @FABERNOVEL facebook.com/FABERNOVEL FABERNOVEL.com

35 A full stack and
digital native company to identify levers for competitiveness Stéphane DISTINGUIN Founder & CEO FABERNOVEL stephane.distinguin@fabernovel.com Cyril VART VP Strategy & Development FABERNOVEL cyril.vart@fabernovel.com Leila TURNER CEO FABERNOVEL Paris leila.turner@fabernovel.com Dominique PIOTET CEO FABERNOVEL US & PARISOMA dominique.piotet@fabernovel.com Baptiste BENEZET CEO Applidium baptiste.benezet@applidium.com Alexis Godais CEO Buzzaka alexis.godais@buzzaka.com Kevin GENTIL-CANTIN Co-founder & CEO lagencemedia kevin@lagencemedia.fr Yassine BELFKIH Co-founder & CEO lagencemedia yassine@lagencemedia.fr Antonin TORIKIAN CEO Institut FABERNOVEL antonin@institutfabernovel.com

36 Credits Audrey DA CRUZ
Junior Art Director Amaury BOTREL Art Director DESIGN - Stéphane DISTINGUIN Founder & CEO Cyril VART VP Strategy & Development Sarah NOKRY Senior Project Analyst Kevin ECHRAGHI Project Analyst Louis MOULLARD Senior Project Analyst RESEARCH - SPECIAL THANKS - Robin Chase (Peers Inc) | Vivek Badrinath (Accor) | Angelos Souriadakis (Ylios) | Philippe Février (Veltys) David Salabi (Financière Cambon) | François Druel | Jean-Christophe Liaubet (Exane) | Air France Manager Café Pierre-Baptiste Goutagny (Ex-FABERNOVEL Paris) | Elisa Jo Harkness (FABERNOVEL US) Benoit TALABOT Partner & Creative Director

37 // NEW YORK 150
West 25th St. , Suite 503 New York, NY 10001 +1415 298 02 09 meet_nyc@fabernovel.com // MOSCOW 3-iy Monetchikovskiy Peureulok 17, Stroenie 2 Moscow 11054 Russia +7(999) 639 80 82 meet_moscow@fabernovel.com // PARIS 17 rue du faubourg du Temple 75010 Paris +33 1 42 72 20 04 meet_paris@fabernovel.com // SAN FRANCISCO 169 11th St. San Francisco, CA 94103 USA +1415 626 6406 meet_sf@fabernovel.com SAN FRANCISCO Dominique Piotet dominique.piotet@fabernovel.com PARIS Leila Turner leila.turner@fabernovel.com LISBON Nuno Ribeiro nuno.ribeiro@fabernovel.com TOULOUSE Paul Bois paul.bois@fabernovel.com BUSINESS INQUIRIES MEDIA INQUIRIES Amelie Pauvert amelie.pauvert@fabernovel.com