"What are businesses doing with APIs and why are they doing it" Alan Glickenhouse, Worldwide IBM API Business Strategist

1. © 2016 IBM Corporation
Sharing API Economy Observations:
4 Business Drivers and
7 Use Case Categories
Alan Glickenhouse
glick@us.ibm.com
@ARGlick
API Business Strategist
IBM

2. Agenda
2
• Common API Economy business drivers
• Use case identification methodology with sample Banking use cases
• Client examples
• Additional Thoughts and Industry Resources

3. Multi-speed (Bimodal) Integration
DigitalEnterprise
Scaling your institutional
knowledge and processes
Speed and agility to drive
innovation and growth
LoB
roles
CIO
roles
Developer LoB Data Scientist
CIO
Integration
Architect
Integration
Developer

4. How Do We Extend Our Reach?
4
Opportunity
Potential Customers
InPerson
WebSiteReach Untapped Opportunity
Business Offerings
Transactions, Data, Content, …

5. InPerson
WebSite
APIs - Enabling the New Channel
5
MobileApps
Reach
Partnering
B2B
3rdParty
Apps
Social
Networks
IoT/
Devices
Extended Reach
Business APIs
Opportunity
Potential Customers
Business Offerings
Transactions, Data, Content, …

6. API Economy Drivers
6
Speed Reach
Innovation / IoT Domains

7. Forrester TEI Study Benefit Categories for API Connect
Improved Time To Market
Internal Mobile Projects 20%
Internal Social Media Projects 30%
Internal Data & Analytics Projects 30%
Internal Other Projects 20%
External Partner Projects 25%
Public Projects 35%
Source: Forrester TEI study based on surveys of 32 US-based API Connect Customers, The Total Economic Impact(TM) Of An
API Management Solution, a commissioned study conducted by Forrester Consulting on behalf of IBM, February 2017

8. How can the API Economy help you?
1. Internal - Mobile development
2. Internal – Social
3. Internal – Data
4. Internal - Other
5. Partnering
6. Public
7. Device integration (IoT)

9. How can the API Economy help you?
•Internal – Mobile Development –
•What data/transactions would your own mobile apps need?
•Is there data that is generic (e.g. business locations, rates, etc.)?
•Is there data that is specific to customers that should be accessible via your app?
•What features of the mobile device (e.g. GPS, camera) might be useful in conjunction with your APIs?
• Examples:
• Account types and details, Locations and hours, Interest, loan, and mortgage rates
• Calculators and financial planning tools, Investment research, Investment news
• Account alerts, account balances, transfer funds, bill pay, credit card payments, electronic statements
• Portfolio access, balance and holdings, Comparison report, holdings analysis
• Deposit checks, find the nearest branch or ATM, voice recognition, digital wallet

10. How can the API Economy help you?
•Internal - Social –
•How do your systems interact with social media?
•Can you spot trends in social media and raise alerts or take action?
•Can you gain insight on your brand and your competition via social media?
•Can you do real time analytics combining current customer status/behavior and history?
•Can you spot opportunities based on customer social interactions?
• Examples:
• Company mentions in social media – positive or negative
• Also mentions of competitors may trigger an opportunity
• Opportunity identification – recognize social keywords, searches
• Reacting to life events – marriage, divorce, child birth, college
• Interest Group participation – investment discussions, saving for retirement
• Corporate news, community involvement

11. How can the API Economy help you?
•Internal - Data –
•What data do you collect on your clients?
•Are there other parts of your organization (in addition to the primary audience) that would benefit from
accessing this data?
•Can your data identify market segments that would be of interest to a non-related industry? (e.g.
expensive cars are purchased in this neighborhood, lots of child related purchases occurring in this
neighborhood).
• Examples:
• Make data assets available to larger audience inside the enterprise
• Sell aggregated data to third parties
• Specific data on clients (marketing with opt-in)
• Identify preferred interaction channels and appropriate next best actions, predict propensity to engage
in financial discussions, and uncover opportunities to provide new products and services

12. How can the API Economy help you?
•Internal – Other –
•Would you benefit from sharing data across lines of Business? Does the access need to be controlled
(e.g. for regulatory or security reasons)? Do you want to control the capacity level of access?
•Do you need to meet regulatory requirements?
•Do you need to meet industry standards requiring APIs?
•Do you need to implement audit controls?
• Examples:
• Payment Services Directive 2 (PSD2)
• BIAN – Open APIs
• Enable collaboration across Lines of Business – treat the customer as a single entity
• Automatically enforce audit and reporting

13. How can the API Economy help you?
•Partnering –
•Is partner on boarding a long difficult process? Would self registration of partners be of value (e.g.
more partners, wider geographic coverage)?
•What data/transactions do you share between yourself and your partners?
• Examples:
• Partner on-boarding
• Commercial Bank client interaction use cases
• Business next door partnerships – Insurance, home purchase, retirement, automotive purchase,
credit cards, Fintech
• Brokers, Financial Advisors, Accountants, Government

14. How can the API Economy help you?
•Public –
•What apps might others write that could use your data/transactions?
•If there were a comparison app for you vs. your competitors would you want to be listed as an option?
•What other industry sales might also use your products (e.g. car purchase needs bank loan)?
•Think Mash-ups – what other APIs might make sense with yours? Mapping? Social?
• Examples:
• Some of the same APIs as Mobile and Partner may be appropriate (without personal information)
• Comparison App information: Account types and Interest rates, loan rates, mortgage rates

15. How can the API Economy help you?
•Device integration (IoT) –
•Does your company deal with devices (e.g. cars, appliances, sensors/meters)? What scenarios can
apply to the device (e.g. needs repair/supplies, needs to send status info, interaction between device
and xxx)?
•What information can you receive from the device?
•Are there commands that you can send to the device?
•Are there abnormal conditions that you need to take immediate action?
• Examples:
• ATM scenarios – future use of ATM in new Business models with local retailers or restaurants
• Wearables as the next UI

16. Walmart
A retail corporation manages APIs to accelerate
development and time to market
- Goal – accelerate time to market.
- Results:
- 99 percent decrease in time needed
to deliver resources to developers,
from five days to 10 seconds
- Accelerates time to market by
giving developers on-demand
access to the resources they need.
- Supports spikes in usage with a
flexible cloud platform
Youtube Video

17. A retail bank that built an API ecosystem to
enhance service and expand market reach
Reach
YES Bank
- Goal: make life simpler for customers
- Results:
- Enabled secure integration with partner
community.
- Provided customers with digital functionality
not previous available.
- Allows YES Bank to monitor consumer
consumption of functionality
Youtube Video

18. Meeting PSD2 Regulatory requirements and
more!
Reach
Raiffeisen Bank
- Client goals:
- due to strong competition; need to innovate fast and started an
“Elevator Lab”; need to increase equity because of regulations; PSD2;
needed new Mobile App; IT consolidation
- Solution:
- Used a cloud first strategy for international branches à IBM managed
APIC environment on IBM Cloud Public and integration of network
Banks via local gateways; self managed environment for RB Austria
- Results:
- faster deployment because no need for infrastructure;
- growth and change of deployment model without building new skills;
- international standardization but still “individuality”
PSD2

19. Providing innovative vehicle connectivity
A leading auto manufacturer
- Goal: Improve the driver experience, safety, and
create new revenue sources.
- Results:
- New Business Model – Monetizing data from
connected cars
- Vehicle data is continuously gathered.
- Developers and Partners can create apps to
utilize and monetize data.

20. Industry Use Cases
• APIs for Aerospace and Defense Blast Off https://developer.ibm.com/apiconnect/2015/09/17/apis-for-aerospace-and-defense-blast-off/
• What’s driving APIs in Automotive? https://developer.ibm.com/apiconnect/2014/10/31/whats-driving-apis-automotive/
• Banking on APIs https://developer.ibm.com/apimanagement/2014/08/29/banking-apis/
• Drilling into API usage in Chemical and Petroleum https://developer.ibm.com/apiconnect/2015/06/25/drilling-into-api-usage-in-the-chemical-and-petroleum-industry/
• APIs for CPG – Managing Bathrooms to Supply Chains https://developer.ibm.com/apiconnect/2015/04/09/apis-for-cpg-managing-bathrooms-to-supply-chains/
• Learning your ABCs using APIs – APIs in Education https://developer.ibm.com/apiconnect/2015/05/28/learning-your-abcs-using-apis-apis-in-education/
• No Shock the Electronics Industry is Charged Up about APIs https://developer.ibm.com/apiconnect/2015/06/11/no-shock-the-electronics-industry-is-charged-up-about-apis/
• Financial Services – Planning to Retire on APIs https://developer.ibm.com/apiconnect/2015/03/27/financial-services-planning-retire-apis/
• Government APIs – Do More with Less https://developer.ibm.com/apiconnect/2014/11/20/government-apis-less/
• Healthcare APIs – A Cure to Accessing Healthcare Systems https://developer.ibm.com/apiconnect/2014/10/16/healthcare-apis-a-cure-to-accessing-healthcare-systems/
• APIs for Insurance – Avoid the Risk of Falling Behind https://developer.ibm.com/apiconnect/2014/09/12/apis-for-the-insurance-industry/
• APIs: A Prescription for Challenges in Life Sciences https://developer.ibm.com/apiconnect/2015/10/05/apis-a-prescription-for-challenges-in-the-life-sciences-industry/
• Media and Entertainment – Hooray for APIs! https://developer.ibm.com/apiconnect/2015/02/05/media-entertainment-hooray-apis/
• Unearthing API Use Cases in Metals and Mining https://developer.ibm.com/apiconnect/2015/07/24/unearthing-api-use-cases-in-metals-and-mining/
The place to start: API use cases for every industry 1/2
https://developer.ibm.com/apiconnect/2015/11/01/api-use-cases-for-every-industry/
API Economy – 4 Business Drivers and 7 Use Case Categories – Series Overview
https://developer.ibm.com/apiconnect/2017/07/20/api-economy-4-business-drivers-7-use-case-categories-series-overview/

21. Industry Use Cases
• Today’s Special: APIs for the Retail Industry https://developer.ibm.com/apiconnect/2014/10/02/todays-special-apis-retail-industry/
• ReshAPIng Cities – Using APIs to Build Smarter Cities https://developer.ibm.com/apiconnect/2015/10/15/reshaping-cities-using-apis-to-build-smarter-cities/
• Software Industry API Use Cases – Eating Our Own Cooking https://developer.ibm.com/apiconnect/2017/01/24/software-industry-api-use-cases-eating-our-own-cooking/
• Telecom and APIs – Now We Are Talking https://developer.ibm.com/apiconnect/2014/12/18/telecom-apis-now-talking/
• APIs are Taking Off In Travel and Transportation https://developer.ibm.com/apiconnect/2014/12/04/apis-taking-off-travel-transportation/
• APIs for Utilities – Let’s Do Something About the Weather! https://developer.ibm.com/apiconnect/2015/01/08/apis-utilities-lets-something-weather/
The place to start: API use cases for every industry 2/2
https://developer.ibm.com/apiconnect/2015/11/01/api-use-cases-for-every-industry/
White Paper Downloads:
• API Monetization Understanding Business Model Options https://www.linkedin.com/pulse/api-monetization-understanding-business-model-options-glickenhouse?trk=mp-author-card
• Identifying API Use Cases: Banking https://developer.ibm.com/apiconnect/2016/09/07/identifying-api-use-cases-in-banking/
• Identifying API Use Cases: Telecommunications https://developer.ibm.com/apiconnect/2016/09/12/identifying-api-use-cases-telecommunications/
• Identifying API Use Cases: Retail https://developer.ibm.com/apiconnect/2016/09/22/identifying-api-use-cases-in-retail-white-paper-available/
• Identifying API Use Cases: Automotive https://developer.ibm.com/apiconnect/2016/11/02/identifying-api-use-cases-in-automotive-white-paper-available/
• Identifying API Use Cases: Government https://developer.ibm.com/apiconnect/2016/11/14/identifying-api-use-cases-in-government-white-paper-available/
• Identifying API Use Cases: P&C Insurance https://developer.ibm.com/apiconnect/2016/11/17/identifying-api-use-cases-in-property-and-casualty-insurance-white-paper-available/
• Identifying API Use Cases: Healthcare / Life Sciences https://developer.ibm.com/apiconnect/2017/06/29/api-use-cases-healthcare-life-sciences/
• Identifying API Use Cases: Life Insurance / Financial https://developer.ibm.com/apiconnect/2017/08/21/api-use-cases-life-insurance-white-paper/

22. Do not miss the IBM Workshop today!
22
14h00 – 14h50: Create & publish your API in a few clicks
• You will create and adapt a new API (requesting a loan back-end service).
This API (using OpenAPI/Swagger standards) and all the resources will be available for you from GitHub. You
will be able to instantiate an external developer portal (based on Drupal technology like the one we provide
for many customers such as Volkswagen) and then publish our newly created API to that portal in a few clicks
after testing. At the end of that workshop, you will see how to monitor your API behavior in an Analytics
dashboard (leveraging Kibana) to get access to all the metrics concerning your API and products.
This Workshop will cover the most important parts of the API Management lifecycle, including the security
definitions consistent with Oauth 2.0 & OpenID Connect
• Speaker: Philippe Thomas, IBM IT Architect

23. API developer
community site
on APIs,
API economy, API Connect
Includes
üAPI community forum
üAPI events
üBest practices blog
üVideos
developer.ibm.com/apiconnect

24. The API Whitepaper: 10 Key Interviews
IBM, with the support of EBG, interviewed about 20 decision-
makers (CIO - CTO - API Program Manager) from 10 companies
in France to know more about how they use API, and what are the
business objectives, and how API bring strategic value for them in
today's digital economy.
Language: French
Read the whitepaper: ibm.biz/API-Study
IBM Confidential24