Enabling Business Success Using APIs

Enabling Business
Success with APIs

Ross Garrett, Director Product Marketing
Ross.Garrett@ca.com | @gssor
CA Layer 7

Housekeeping

Ross Garrett

Chat questions into the
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CA Technologies
Ross.garrett@ca.com

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layer7.com
layer7.com/blogs
@layer7 | @gssor
Layer 7

2

Copyright © 2013 CA. All rights reserved.

Agenda

 APIs : What are they? Why are they important?
 What is driving API growth?
 What are the Business Objectives for your API?
 How to deliver on these Business Goals
 Introduction to the Layer 7 API Management Platform
 Q&A

3


APIs
What are they?


API = Application Programming Interface
My API
Your Code

My Code

APIs are for connecting computer software machines
 Modules within a program
 Programs on a server
 Programs over local networks

5


Our businesses are running on software & machines

 Enterprise Resource Planning
 Customer Relationship Mgt
 Supply Chain Mgt
 Logistics
 Ordering
 Billing
 etc.

6


Web APIs are for connecting web machines
 Over the World Wide Web
 Exploiting ubiquitous networks; public and private
My API

7


We are surrounded by Web APIs

8


Did you check the weather today?

9


10


11


Why are APIs Important?

12


APIs are the Fabric of Our World

13


For many startups and disrupters, APIs are the
very core of their product

14


For most other organizations, APIs are the
leading edge of innovation

15


Even our things are controlled by APIs these
days

16


The API Market is Expanding Rapidly

17


Enabling Business Success with APIs


Deploying an API is
easy
deploying an
effective API is
difficult

19


Effective == meeting business goals

$

20


The Basics…

PRIVATE
Used internally to
integrate backend
systems, and enable
cloud/mobile access

PARTNER
Used to provide access
to data with a trusted
business partner.

PUBLIC
Enable open access to 3rd
parties, where no pre‐
existing business
relationship exists

Strategic Value:

Strategic Value:

Strategic Value:

Innovation

Collaboration

Reach new customers

Agility/flexibility

Value add

Drive brand awareness

Efficiencies

New revenue

Unlock value of data

21


Enabling Business Success with APIs

1
2

Integration

3

Connected Devices

4

Revenue

5
22

Reach & Retention

Innovation

$

Reach & Retention

23


Reach & Retention

 Exploit new channels to customers
and partners
 Mobile
 Social Media

24


Traditional Web Apps



25

No programmatic access from the
Public Internet


Apps Now Span Multiple Platforms
 Mobile and social media apps require programmatic access
 The days of hiding critical business services behind firewalls are
over
My Business

26


Apps Now Span Multiple Platforms
 Mobile and social media apps require programmatic access
 The days of hiding critical business services behind firewalls are
over
My Business

You will need a Web API to
reach customers on mobile
and social media

27


Who’s Doing It?

28


Integration

29


Integration

 Integrating IT & Business Applications
we are moving to the Cloud
 Integrating with partners and corporate
customers

30


APIs support ongoing initiatives to
re‐configure the enterprise

31


APIs support ongoing initiatives to
re‐configure the enterprise
 Reduce costs
 Streamline operations

32


Who’s Doing It?

33


Connected Devices

34


Connected Devices

 Providing connectivity to consumer
electronics that push data to the cloud

 Connecting remote sensors on utility
networks

 Providing integration between
infrastructure services in a Smart City

35


Using a Rail Industry Example

Speed Gates
Wayside Inspection
Systems
Wheel Impact
Load Detectors
Positive Train
Control Systems

Mobile solutions for
Field Personnel /
Inspectors
*
http://www.nae.edu/Publications/Bridge/TransportationInfrastructure/TheFreightRailroadRenaissance.a
spx 36

Smart field technology must integrate with core systems
…and feed back information
to new mobile apps in the
hands of field personnel.

*
http://www.nae.edu/Publications/Bridge/TransportationInfrastructure/TheFreightRailroadRenaissance.a
spx 37

Who’s Doing It?

38


Revenue

39


$

Revenue

 Content Distribution
 API Usage Charging
 Affiliate Marketing

40


$

Tiered API Usage

5000 calls/month
1000 calls/month
500 calls/month

41


Sometimes you Pay the Partner

Affiliate
Program

Recurring
Fees

42

Revenue
Share

Cost Per
Action


$

$

Who’s Doing It?

43


Innovation

44


Innovation

 Provide a platform for building
products
 Extend the usable life of legacy
applications
 Empower internal & external
innovation

45


Who’s Doing It?

46


Who’s Doing It?

47


Source : http://thevaluesquad.com

Who’s Going to do It?

http://www.layer7tech.com/infographic/
48


Delivering on these Business Goals


We’ve Shown that Business Goals are Varied

50


Naturally leading to Buyer Segmentation…

51


Affinity Segmentation…

52


Delivery Segmentation…

53


Yet, we can realize these
diverse requirements via a
single product

54


API Management Platforms
Forrester Wave:
API Management Platforms, Q1 2013

Forrester Research Inc., “Forrester Wave: API Management Platforms,
Q1 2013”, February 5, 2013
The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical
representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor,
product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change

55


API Delivery and Management
The API Gateway
 Manage access to data and APIs
 Extending the life of legacy applications
 Bridging traditional IT with cloud/mobile services

The API Portal
 Developer management
 Full reporting and analytics
 Centralized API management

56


APIs are Central to the Modern Enterprise

57


Layer 7 delivers APIs Quickly and Securely

58


Q & A

59


Thank‐you!

Ross Garrett
Ross.Garrett@ca.com | @gssor

60


FOR INFORMATION PURPOSES ONLY

Terms of this presentation

This presentation was based on current information and resource allocations as of April 2013 and is subject to change or
withdrawal by CA at any time without notice. Notwithstanding anything in this presentation to the contrary, this presentation
shall not serve to (i) affect the rights and/or obligations of CA or its licensees under any existing or future written license
agreement or services agreement relating to any CA software product; or (ii) amend any product documentation or
specifications for any CA software product. The development, release and timing of any features or functionality described
in this presentation remain at CA’s sole discretion. Notwithstanding anything in this presentation to the contrary, upon the
general availability of any future CA product release referenced in this presentation, CA will make such release available (i)
for sale to new licensees of such product; and (ii) to existing licensees of such product on a when and if‐available basis as part of
CA maintenance and support, and in the form of a regularly scheduled major product release. Such releases may be made
available to current licensees of such product who are current subscribers to CA maintenance and support on a when and
if‐available basis. In the event of a conflict between the terms of this paragraph and any other information contained in this
presentation, the terms of this paragraph shall govern.
Certain information in this presentation may outline CA’s general product direction. All information in this presentation is for
your informational purposes only and may not be incorporated into any contract. CA assumes no responsibility for the accuracy
or completeness of the information. To the extent permitted by applicable law, CA provides this presentation “as is” without
warranty of any kind, including without limitation, any implied warranties or merchantability, fitness for a particular purpose, or
non‐infringement. In no event will CA be liable for any loss or damage, direct or indirect, from the use of this document,
including, without limitation, lost profits, lost investment, business interruption, goodwill, or lost data, even if CA is expressly
advised in advance of the possibility of such damages. CA confidential and proprietary. No unauthorized copying or distribution
permitted.

61


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