API Economy - The Making of a Digital Business

© 2015 Akana., Inc All Rights Reserved. !
Powering the API Economy
API Economy – The
Making of a Digital
Business!
Laura
Heritage

Director
of
API
Strategy

@heritagelaura

laura.heritage@akana.com

Gartner
predicts
that
by
2017,
20%
of
all

market
leaders
will
lose
their
number

one
posiGon
to
a
company
founded
aHer

the
year
2000
because
of
the
lack
of
a

digital
business
advantage

What is a Digital Business?!
Having
eCommerce
Strategy?
Having
a
Mobile
Strategy?

Having
a
Cloud
Strategy?
Having
an
IoT
Strategy?

Digital Business Is Networking at Scale!
Establish
a
PlaOorm
Create
an
Ecosystem
Build
a
Community

Customers

Suppliers

Partners

Banks Offering
Online !
Authentication
Services!
Creates Stickiness!

Digitization Shifts Power to the Consumer!
…
and
access
ANYWHERE,
ANYTIME

…
Consumers
expect
personalized

product
experiences

Digital Business Experience!
COMMUNICATE THE
SMARTEST THING
AT ANY MOMENT IN TIME
Consistently
across
all
channels

PersonalizaGon

Three Main Drivers of Personalization!
PERSON
Deliver a message
based on the person
(who, why)
CONTEXT
Deliver a message based
on the context
(what, where, when, how)
LEARNING
Test and learn what works
and what doesn’t to
optimize experience

Information from equipment sensors is combined with
historical and real-time data regarding weather predictions,
soil conditions, crop features and many others.
Farm Equipment
Company Transforms to
Digital Business !

What Gives You the Power To:!
Network
at
scale

Personalize

&

APIs - Drive the Digital Business!

Establishing
an
API
Strategy

Know the Digital Stakeholders In the Enterprise!
Execu&ve
Business

Sponsor

API
Product

Manager

Chief
Digital

Oﬃcer

API
Developer

Developer
Advocate
Digital
Marke&ng
Digital
Sales

Enterprise
/
API

Architect

Chief
informa&on

Security
Oﬃcer

Opera&ons
Lead

ExecuGve
Sponsors

Go
To
Market

API
Team

Understand the API Value Chain!
App

Developer
/

Partner

End
User

API

Business/
IT
Asset

APPs

API
Product

Manager

•  Must
understands
the
value
of
the
asset

to
the
business.

Users

•  Must
understand
the
value
of
the
asset

for
the
App
Developer.

•  Must
understand
what
value
the
End

User
receives
from
using
the
apps.

Establish the Goals and Objectives for Your Strategy!
•  Drive
revenue
through
new
channels

•  Drive
brand
recogniGon

•  Faster
integraGon
with
partners

•  Faster
delivery
of
services

•  Increase
customer
saGsfacGon

•  Increase
customer
sGckiness

•  A
disrupGve
play
to
fend
of
compeGtors

Chief
Digital

Oﬃcer

Execu&ve
Business

Sponsor

Treat Your API As a Product!
API

The
Product

MARKET
ANALYSIS

BUSINESS
CASE

ESTABLISH
TEAM

COMMUNICATION
PLAN

BUSINESS
MODEL

LEGAL

MARKETING

SALES
ENABLEMENT

SUPPORT

SALES
EXECUTION

TECHNICAL
PLATFORM

COMPETITIVE
ANALYSIS
API
Product

Manager

Establish the Target Developers for Your API!
Internal
Developers

Partners
Developers

External
Developers

Know Your Market Segment!
What
developer/partner
groups
are
you
targe5ng?

What
do
they
like?

What
languages
do
they
like
to
code
in?

What
size
businesses
do
they
work
for?
What
drives
them?

Where
are
they
located?

What
would
make
their
lives

Easier?

Choose The Business Assets to Expose as an API !
•  Will
this
business
asset
support
the
goal
and
objecGves
of
your
strategy?

•  What
applicaGons
do
you
envision
being
created
with
this
API

•  How
will
the
exposure
of
this
asset
aﬀect
your
business?

•  Will
it
cannibalize
it?

•  Grow
it?

•  Open
up
to
risks?

Where Are the Business Assets/APIs Sourced From?!
Business
Process
SOA
Services

Databases

Cloud
Services

Mainframe
ApplicaGons
BI
Systems

Don’t Expose the Complexities of Your Existing Information System!
•  APIs are designed for consumption!
•  Design the API for the developer audience who is going to use it. !
/entrypoint

/collecGon1

/resource
1

/resource
2

/collecGon

/resource1

/resource2

….

Client
App

REST
Library

OpGonal

HTTP
Library

API
Layer
ApplicaGon
Client

ApplicaGon

Data
Model

Resource
Model

HTTP

ApplicaGon

Interface

server
client

•  SOA
Services

•  Enterprise
Apps
(SAP)

•  Legacy
applicaGons

•  Data

•  Saas
/
Cloud

Establish the Business Model For Your API!
Free
/
Indirect
Developer
Pays
Developer
Gets
Paid

•  Low
value
asset
to
developer

•  Content
acquisiGon

•  Content
syndicaGon

•  Build
a
community

•  Used
as
upsell
to
next
level
of

service

•  Used
to
create
sGckiness
to

service

•  High
value
asset
to
the

developer

•  Pay
as

you
go

•  SubscripGon

•  TransacGon
fee

•  Unit/Token/Points

•  Tiered/Volume

•  Provides
incenGve
for

developers
to
use
API

•  Aﬃliate

•  Revenue
sharing

•  Recurring
revenue

You Might Need A Couple Pricing Options!

You Must Understand the Value of the API for Each Party!
Highly
Valuable
Some
what
Valuable
Limited
Value
No
Added
Value

API
Provider
X

Developer/Partner
X

End
User
/
Customer
X

Establish an API Marketing Plan!
Digital
Marke&ng

Execu&ve

•  What
type
of
developer/partners
are
you
targeGng?

•  What
channels
should
you
be
speaking
to?

•  What
type
of
messages
resonate?

•  What
types
of

campaigns
will
you
need?

•  Can
you
reach
your
targets
through
trade
shows?

•  Will
a
hackathon
increase
adopGon
or
provide
beneﬁt?

•  Do
you
have
to
hire
an
outside
markeGng
team
to
help
reach

your
target?

Establish an API Sales Plan!
Digital
Sales

Execu&ve

It
is
not
a
“build
it
they
will
come”

Without
a
proper
sales
plan
you
will
FAIL

Create A Developer and Partner Community!
App
Developer
/

Partner

Developer
Advocate

How
are
you
going
to
reach
them?

How
are
you
going
to
communicate
with
them?

Establish How an App Develop/Partner Can Submit Issues and
Enhancement Requests!
API
Developer

You Need To Create Communication Plans!
For
example:

What
should
happen
when
a
partner/developer
reports
a
problem?

App
Developer
/

Partner

I
found
a
Problem

API
Product

Manager

Developer
Advocate

1.
Opens
a
Gcket

2.

NoGfied
received
Gcket

3.
NoGfied
of
problem

3.
Is
NoGfied
if
Major
Problem

5.
It
is
Fixed

App
Developer
/

Partner
Community

4.
Informed
of
Issue

API
Developer

5.
Informed
of
Fix

Chief
informa&on

Security
Officer

3.

Is
NoGfied
if

Security
Related

You Need to Understand the API Legal Aspects!
API
Product

Manager

Information Security, Need I Say More?!
Chief
informa&on

Security
Oﬃcer

PCI
Data
Security
Photo
by
Purpleslog
on
ﬂickr

Understand Your API Security Needs!
1 Authentication &
Authorization!
2 App Key Validation/!
Licensing!
3 Message Security!
4 Threat Protection!
5 Content Filtering!
6 Rate Limiting!
Developers!

Digital
TransformaGon
Is
a
Cultural
ShiH

How to Make the Cultural Shift to a Digital Business!
1.  The message of Digital transformation must come from above and must be
repeated consistently across all Executives. !
–  Message should be speciﬁc. Keep it focused. What is really the goal?!
2.  Everyone in the enterprise must be incentivized to make progress towards
becoming a digital business!
–  Without proper incentives, no progress will be made – as everyone will still march by
old incentives related to business as usual. It is human nature to do so, especially if
the progress targets do not align with current targets and they have an adverse affect
on your incentive goals.!
3.  Everyone must be given the proper tools to make progress!
–  If your developers are not allow to install or have access to the tools needed – well.!
4.  Everyone must be must be educated on what the change really is!
–  Business folks need education!
–  Technical folks need education!
–  THIS NOT JUST A TECHNICAL THING!!!
5.  Everyone must be able to express creativeness without fear.!

Internal Hackathons Are a Great Way to Generate
Momentum Toward Digital Transformation!
•  Diverge before you Converge!
–  Source several ideas from your own employees who know your business well
before you decided on a single strategy!
•  Great way to educate both business and technical employees on what a
Digital Business means to the company!
–  Pairing business and technical together allows for communication streams to be
opened!
•  Great neutral environment to learn new technologies or concepts!
•  Great motivator of innovative thinking!
–  Allows everyone to step outside their jobs and potentially create what they always
have wanted to create for the business !

PlaOorm
for
A
Digital
Business

The Akana Uniﬁed Platform!
•  Measure
the
impact
of
your

programs
AnalyGcs

•  Build
your
developer
and

partner
ecosystem

Developer

Engagement

•  Secure
and
protect
your

systems
Gateway
Services

•  Simplify
and
speed
up

development
Service
IntegraGon

•  Build
the
right
services
&

APIs
the
right
way

Lifecycle

Management

The Akana Uniﬁed Platform!
AnalyGcs

Developer

Engagement

Gateway
Services

Service
IntegraGon

Lifecycle
Management

Akana Platform Capabilities!
Platform
Licensing!
Quota Mgmt.!
Partner Mgmt.!
PCI Compliance!
Provisioning!
Policy Mgmt.!
Monitoring!
OAuth!
Federation!
Analytics!
Lifecycle
API/Services!
Application!
User!
Compliance!
Gateway
Security!
Authentication!
Protection!
IAM Integration!
Encryption!
Mediation!
Quality of Service!
Paging/Caching!
Orchestration!
Scripting!
Analytics
Operational!
Business!
API!
Policy Based!
Embeddable Charts!
OOTB Reports!
Cust. Visualizations!
Import!
Export!
API Portal
Search!
Documentation!
Groups!
Social!
!

Flexible Deployment Model!

API Resources!
•  Read about our solution!
–  https://www.akana.com!
•  Resource Center!
–  http://resource.akana.com/!
•  Follow us on:!
https://www.linkedin.com/company/akana

https://twitter.com/AkanaInc

API Economy - The Making of a Digital Business

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