APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

___
linkedin.com/in/mgabriel3 @melanieXgabriel
The Platform Economy.
The API Economy.
And what we can learn
from them.
Melanie Gabriel, Head of Marketing at dizmo.com

The digital
economy has
become
intertwined with
the traditional
economy.
MelanieGabriel|APIdaysZurich|May22,2019

The idea behind
platforms in its
essence has been
known by
generations
throughout
millennia.

Platform Model
Platform
Producer Consumer
Producer Consumer
Traditional (“Pipe”) Model

Platform
Producer Consumer
Producer Consumer
Value Creation
Platform Model

Platform Model
Platform
Producer Consumer
Producer Consumer
Value Creation
Value Consumption

Platform Model
Platform CreationCreation
Consum
ption
Consum
ption
Producer Consumer
Producer Consumer
Value Creation
Value Consumption

A user can be
consumer and
producer at the
same time.
Producer Consumer
Plattform

Successful platforms
solve the
chicken and egg
problem.
Producer Consumer

Platforms leverage
network effects.
2 Users
1 Connection
8 Users
28 Connections

Source: Galloway, 2017
The top ﬁve
companies* in the
world are based
on the platform
business model.
* based on market capitalisation

Source: Chevallier (2019)

The API Economy is an enabler
for turning a business or
organization into a platform.
Kristin R. Moyer, VP at Gartner, 2016

API
Evangelist
APIOps
Cycles
Author of API
Product
Management API
University
API-using
company
Serial
Entrepreneur
MIT Professor &
Bestselling
Author Platform
Revolution
Globally active
and successful
API company
API
Program
Lead
Nordic
APIs
Serial
EntrepreneurFounder
APIdays
API-using
company
Investor in
API company
* For privacy reasons the experts’ faces are not displayed, if you want to know more
about the research background and results, feel free to contact me directly.

API Economy is
pure marketing.
API Economy is the principle that
drives the digitalization of companies
and the society. It is the new
taylorism, the new organization of
work in the digital space.

Technical Business Societal
Perspective Perspective Perspective

API Economy = APIs
Technical
Perspective

API Economy = positive
impact of APIs on a
company’s monetary and
non-monetary objectives.
Business
Perspective

API as a product makes
APIs tangible for customers.
Example: Online on-boarding process
Business
Perspective

APIs offer the
opportunity to market
company as cutting edge
and innovation-driven.
Example: Jeff Bezos’ Mandate, 2002
Business
Perspective

APIs enable new
business models emerge,
that are solely based on
APIs.
Example: Twilio, Stripe
Business
Perspective

The customer relationship
in the API Economy shifts
towards business-to-
developer (B2D).
Business
Perspective

API Economy = Ownership
of data that is transferred
back and forth by APIs and
the corresponding impact
on society.
Societal
Perspective

___
How do these two
economies relate to
each other?

Technical Business Societal
Perspective Perspective Perspective
APIs are a subset
of the Platform
Economy, making
a platform a
platform.
APIs are the driving
force behind Big
Tech’s monopoly
position and do not
give individuals
much choice.
APIs help platforms
scale fast, extract
data to improve
product offerings
and very easily
integrate partners
in their ecosystem.

___
What impact does the
API Economy have on
the competition
landscape?

The advent of
the API
Economy
enables more
collaboration
between
startups and
incumbents.
+

API Economy
enables the
concentration
on core
competencies.

Competition
beyond industry
borders.

APIs are what
websites were for
businesses in the
90s.
API
Management
API Product
Management
The right
balance
Business
Culture B2D

API Management
should be a no-
brainer.
API Product
Management
The right
balance
Business
Culture B2D
API Strategy
is a Must-Have

It's about ﬁnding
APIs for the customer
and not customers
for the APIs.
The right
balance
Business
Culture B2D
API
Management
API Strategy
is a Must-Have

Being successful in the
API Economy means
having the right balance
between internal and
external APIs.
API
Management
Business
Culture B2D
API Product
Management
API Strategy
is a Must-Have

Success is only 20%
dependent on the
technology, but 80%
on the business
culture.
The right
balance B2D
API
Management
API Product
Management
API Strategy
is a Must-Have

The race for
developers is won by
the company that has
the best developer
experience to offer.
API Strategy
is a Must-Have
The right
balance
Business
Culture
API Product
Management
API
Management

Thank you!
linkedin.com/in/mgabriel3
@melanieXgabriel

Bibliography
Gabriel, M. (2019). API Economy – Competition through Inclusion in Times of Monopolization and Centralization Tendencies in the
Platform Economy. Master Thesis*. University of St. Gallen. 
 
*The master thesis was supervised by Prof. Dr. Miriam Meckel and is unpublished as of May 22, 2019.
Image Sources
All icons were retrieved from thenounproject.com
Backendless (n.d.). API Services Engine. Retrieved on May 19, 2019 from www.backendless.com
Chevallier, M. (December 12, 2018). Les Gafa sont-ils dangereux? Retrieved on May 19, 2019 from www.alternatives-economiques.fr
Galloway, S. (2017). The Four: the Hidden DNA of Amazon, Apple, Facebook and Google. Random House.
Guo, J. (n.d.). Tokyo ﬁsh market print. Retrieved on May 10, 2019 from www.odlco.com
Hobbs, A. (2018, December 12). Complete Guide: 10 Smart Factory Trends to Watch Retrieved on May 19, 2019 from
www.internetofbusiness.com
Starta (n.d.). How to solve the chicken and egg problem in an online marketplace. Retrieved on May 19, 2019 from
www.thestarta.com
Schweihofer, S. (n.d.). Farbkleck Aquarell Türkis. Retrieved on May 19, 2019 from www.pixabay.com

APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

Similar to APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG (20)

More from apidays

More from apidays (20)

Recently uploaded

Recently uploaded (20)

APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG