The document discusses how digital technologies are transforming businesses and industries. It notes that companies that fully embrace new technologies by rebuilding their businesses around them have been disruptive historically. It provides examples of companies from different industries that have become digital leaders by doing this, such as transforming from brick-and-mortar retailers to digital platforms. The document advocates that all companies need to think "outside in" by exposing their data and capabilities through application programming interfaces (APIs) to build vibrant internal and external developer ecosystems, which can help established companies transform into platform businesses leveraging their data and technologies.

1. ©2015 Apigee Corp. All Rights Reserved.
Outside in thinking - How APIs can
help open up your business
.
Jeremy Brown, Apigee
@tenfourty

2. ©2015 Apigee Corp. All Rights Reserved.
Some numbers
4
~29
8.2% vs -2.9%
2

3. ©2015 Apigee Corp. All Rights Reserved.
Some numbers
4 – big 4 high street banks in the UK with over 75%
market share
~29 – Approximate number of current and pending
banking applications at the FCA**
8.2% vs -2.9% – Growth of challenger banks vs
established banks**
* Get ready for a new bank explosion: As red tape is loosened, FCA reveals 29 firms have applied for the right to do battle for your moneyRead more:
http://www.thisismoney.co.uk/money/saving/article-2606119/FCA-reveals-29-firms-lodged-banking-licence-applications.html#ixzz3medcCdyD Follow us:
@MailOnline on Twitter | DailyMail on Facebook - http://www.thisismoney.co.uk/money/saving/article-2606119/FCA-reveals-29-firms-lodged-banking-
licence-applications.html
** KPMG Challenger Banking Results - http://www.kpmg.com/uk/en/issuesandinsights/articlespublications/pages/challenger-banking-results.aspx
3

4. 4
Digital is transforming every business
Nature of Market
Retail
Music
Cars
CPG
Books
Food
Cleaning
Services
Consulting
Mining
Weightless
Intermediate
Nature of Product
2000s
2030s
Heavy
B2CB2B2CB2B
2020s
Source: Gartner - CEOs and CIOs Must Assume That Every Industry Will Be Digitally Remastered, 2014, Raskino

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Those who fail to
adapt to change
Those who adopt
the technology
Those who (re)build
their business around
the change
Technologies have
This hashappened before
changed the market context

6. ©2015 Apigee Corp. All Rights Reserved. 6
Historically companies that built
their business to take full advantage
of new technology were disruptive

7. ©2015 Apigee Corp. All Rights Reserved. 7

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Companies are
rebuilding their businesses around
today’s digital technology

9. 9
Digital leaders come from many industries
and the
list goes
on…
from a better
shoe to a better
you
from a brick-and-
mortar pharmacy
to a digital one-
stop shop for
health care
consumers
digital as catalyst
for the fully
personalized
shopping
experience
becoming a
utility platform
to create
a whole new
ecosystem
of value
from an
entertainment
company to a
comprehensive
business-to
consumer digital
services platform
from traditional
publisher to
technology
innovator with
digital learning
platform
building IT
for the new
digital context

10. ©2015 Apigee Corp. All Rights Reserved. 10
liberated data
+
agile platform technology
+
vibrant developer ecosystem
= platform business
How does a 100+ year old company become a platform business?
data
What does a 100+ year old company
have?

11. ©2015 Apigee Corp. All Rights Reserved. 11
Every business needs a
vibrant developer ecosystem
internal and external

12. Developer Ecosystems – Virtuous Cycle
apps
developers
and partners
platform
technology
(APIs, apps, cloud, devices…)
data

13. In the API economy you need to think “outside in”
DeveloperUser API API Team BackendApp
Inside-Out approach
Integration
Transactional
Predictable usage
Outside-In approach
Consumption
Interactive
Unpredictable usage
CONSUMPTION EXPOSURE

14. Speed up while preserving existing investments
14
Backend
Intelligent Digital Business Platform layer
SOA / Middleware layer
System of
Record
YearsMonths
IT Applications Partner Apps Mobile Clients
"Internet of
Things"
Days
Database
API EXPOSURE
API CONSUMPTION

15. ©2015 Apigee Corp. All Rights Reserved. 15
liberated data
+
agile platform technology
+
vibrant developer ecosystem
= platform business

16. Thank you