INTERFACE by apidays - API Success: Running a Successful API Program by Nelson Petracek

www.linkedin.com/in/npetrace
npetrace@tibco.com
Building a Successful API Program
Presented by: Nelson Petracek, CTO
Jun 30, 2020

Your Journey to API Success
© Copyright 2000-2020 TIBCO Software Inc.

5
Microservices, Events, & APIs
Remain Key Enablers of Digital
Transformation
Cloud-native Development
Microservices & Serverless
Event-driven & Streaming
Machine Learning & AI
Immersive digital experience
Seamlessly connected systems
Event-driven experiences
AI-powered insights
Evolution
To Digital
Business

7
Extended With Evolving Patterns & Technologies
“By 2022, event-sourced, real-time situational awareness will be a required
characteristic for 70% of new digital business solutions.” *
* Source: Gartner; Top 10 Strategic Technology Trends for 2018: Event-Driven Model (Mar 2018)
IoT / Edge
Computing
Serverless / FaaS Service Meshes
Inclusion of
Analytics
(Batch +
Streaming)
APIs / AsyncAPIs
Saga Design
Patterns, Event
Sourcing, CQRS
”Let It Crash”
Scalable /
Queryable Event
Stores
Event-Driven APIs
for Decision
Management
”Anywhere &
Everywhere”

8
APIs are the Gateway to Your Digital Stack
Contextual Offer APIs (Event Driven Rules, ML)
Catalog Management System APIs (Data Catalog)
Customer APIs (Master Data)
Dynamic Pricing APIs (Event Driven Rules, Svcs)
Rating APIs (Integration)
Media APIs (File Transfer, Integration_
Availability and Inventory APIs (Integration)
Product Master APIs (Data Management)

9© Copyright 2000-2020 TIBCO Software Inc.
Ensuring API Success through a Solid Foundation
Enable New
Digital
Products
Reduce
Time
To Market
Enhance
Customer
Experience
A solid API program is the cornerstone of a successful enterprise digital strategy.
Prepare
For The
Future
Open New
Partner
Opportunities

Ensuring API Success
Key aspects and considerations of the modern API program.
Making money and measuring success.
Staffing your API program.
Building the business case.
Understanding your audience & building a great experience.
Applying the API lifecycle.
Identifying what to build, how to build it, and then building it.
Setting yourself up for the future & API management.

11
Charge for
Access
Value Adds
And Upsells
Driving Revenue
Generating Activities
Forging Strategic
Partnerships
Improving
Operational
Efficiency
• Charge per call
or subscription.
• Works well for
companies
providing data
services.
• Position at
”Silver level
and above”
tiers.
• Useful for SaaS
businesses and
customers that
want custom
integration.
• Use for affiliate
programs,
marketing
automation.
• Ideal for e-
commerce.
• Share data and
functionality
with partners.
• Share revenue
with partners.
• Increase
exposure to
partner
customer base.
• Quickly
respond to
market
changes.
• Adapt to new
technologies.
• Improve time
to market.
Examples:
• Sportsradar
Examples:
• Salesforce
Examples:
• Amazon
• Shopify
Examples:
• Uber
• Pinterest
Examples:
• Comcast
• Netflix
How Will Your APIs Make Money? How Will You Measure Success of the Program?

12
What Roles are Needed for Your Program? How Will You Fill These Roles?
API Team
Product
Manager
Enterprise
Architect
Software
Engineers
QA /
DevOps
Tech
Support
Lead
Dev Site
ManagerProduct
Marketing
Manager
Technical
Writer
Bus Dev
Lead
Account
Manager
Evangelist
Community
Manager
• Focus on the role, not the
positions.
• Many of the roles may be filled
by the same person.
• Don’t forget about marketing,
even for those internal API
programs!

13
How Do You Build the Business Case for Your Program? What Metrics are Needed?
• Align to the business goals of the organization. Be specific!
• Consider both the technical & business aspects of the
program.
• Opportunities for monetization.
• Estimated business impact of the program.
• Derived improvements in operational and technical
efficiency.
• Recommended organizational changes.
• Think of your API program in terms of a business model.

14
How Do You Build the Business Case for Your Program? What Metrics are Needed?
** The Business Model Canvas: nine business model building blocks, Osterwalder, pigneur & al. 2010, https://en.wikipedia.org/wiki/Business_Model_Canvas
Key Metrics / Examples:
• NPS Improvement
• Customer Acquisition Cost (CAC)
• Avg. Revenue / User (ARPU)
• Lifetime Customer Value (LTV)
• Avg. Contract Value (ACV)
• New channels or partners, uplift in
revenue?
• Ability to differentiate? Gain market
share? Improve “stickiness”?
• Increase data security, data access,
security, etc.
• Reduction in dev costs, support, M&A.
• Technical impact & alignment.
• Organizational changes.
• Infrastructure impact / cost, improvement
in productivity.
Key
Partners for
your API
program, +
opportunities
for growth
and revenue.
Key
Activities
needed to
build the
value.
Key
Resources
needed to
implement
the program.
Value
propositions
that your
program will
bring to the
organization
and the
identified API
consumers.
Customer
Relationships
to be acquired
and supported.
Channels
used to
distribute the
APIs to your
consumers.
Customer
Segments
cover
customers
that are not
partners,
either internal
or external.
Cost Structure of your API program, the
costs of key resources, activities, value
propositions.
Revenue Streams of your API program,
including new sources, API monetization
opportunities, revenue impact, pricing
models.

15
Understand Your Audience, and Build a Great Experience.
• Know the audience for your APIs!
• Target personas influences your entire program, including design,
structure, documentation, support artifacts, feedback channels, etc.
• Promoting your API program to developers is very different from
“traditional” marketing.
• ”Citizen” Developers
• Internal / External Developers
• Trusted Partners
• Enterprise / StartUp / Independent
• Back-end / Front-end
• Focus on creating the best experience for your target audience.
• API design, all content, code samples, tutorials, SDKs, forums, on-
boarding experience, online communities, etc.

16
Incorporate the API Lifecycle Into Your Enterprise Software Development Practices.
API
Software Development
Lifecycle
Ideation
Deployment
Versioning
Monitoring
Testing
Design
DevelopmentDeprecating
• Start with the use cases, and utilize
rapid prototyping with mock apps to
test your designs.
• Test early! Don’t wait until after
development.
• Remember to test security at this time
as well.
• Don’t forget about the impact of
organization structure.
• Agile vs. “water-scrumfall”.
• Pay special attention to the
Versioning, Deprecating, and
Monitoring stages!

17
Identify What To Build, How To Build It, and Then Go Do It!
• Don’t “shortcut” the design stage. A solid API model / contract is key.
• Utilize industry standards and specifications where possible to
facilitate future growth, technology changes.
• OpenAPI Specification
• Schema Definition Language (GraphQL)
• AsyncAPI
• The model becomes the basis for your other activities, and
facilitates auto-generation of code, mock apps, documentation, etc.
• Automate, automate, automate! CI/CD is key.
• Understand the topology & context into which you will be deploying.
• Private cloud, hybrid, containers, service mesh, sync, async, BFF, sagas,
REST + GraphQL layering, etc.

18
Identify What To Build, How To Build It, and Then Go Do It!
Model Test Build Deploy Scale
Design and
model APIs
(e.g. OpenAPI,
GraphQL
Schemas) via
visual tools.
Test against a
live endpoint via
mock apps.
Apply authn and
authz.
Develop and
test APIs via
language of
choice.
Publish API-led
services &
manage as
needed in
platform or
container of
choice.
Analyze and
scale API-led
services as
needed.
Feedback
Prototype

19
Setting Yourself Up for the Future with Real World API Management.
• API management platforms may be utilized to support an API
program, both internally and externally.
• Typically deal with a number of considerations, including:
• Managing users, roles, and other security controls.
• Configuring endpoints, API plans, API products.
• Managing API traffic, API keys, self service features.
• Change management, monitoring, reporting, performance.
• And many others.
• Regardless, ensure that you have a central place for “all things
APIs” when it comes to supporting your consumers, and providing a
great experience.
• “Developer Portal”
• Build or buy

20
• APIs at the edge.IoT
• ModelOps, self-service analytics, traffic analysis.AI / ML
• Event-driven APIs alongside request/reply.Events & EDA
• API interactions with AR, VR, Mixed.Extended Reality
• Smart contracts as APIs, API-led integration.Blockchain
• Intelligent, autonomous software agents.Autonomic Computing
• FHIR, Open Banking, NDC, ...Emerging Standards
Think About the Future: IoT, Service Meshes, Data As APIs, Extended Reality, …

Heterogeneous Data Sources
Adapters Optimizers Metadata CachingDiscovery
API
Product
Data View Data View Data View
Specs Analytics Security MonitoringTransformation
Mobile Apps Web Apps Partner Apps SaaS Apps
API API API
API
Product
API
Product
API
Platform
Data Mgmt
Platform
Think About the Future: IoT, Service Meshes, Data As APIs, Extended Reality, …

22
Ensuring API
Success with a
Modern API
Program
Basis for Value
Unlock the functions and data of
the business.
Evolve for Continuous Success
Monitor and measure to ensure
alignment with business goals.
Targeted with a Great Experience
Provide a great end-to-end
journey for your target audience.
Open Foundation for the Future
Align for best-of-breed innovation
& faster time-to-market.

Available Now!
https://www.tibco.com/products/api-management

10000+ customers 4000+ employees
Global footprint
Based in Palo Alto,
California, and present in
30+ countries
20+ years of
innovation
Founded in 1997, has fueled
digital ever since

INTERFACE by apidays - API Success: Running a Successful API Program by Nelson Petracek

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INTERFACE by apidays - API Success: Running a Successful API Program by Nelson Petracek