APIs as Agent of Change

APIdays LIVE Paris, December 10, 2020 APIs as Agent of Change presented by Eric Horesnyi, VP Catalyst at Axway

Technology

Open
Vision
The 4 super powers of APIs
Super
Experience
Superstar
Break
Walls

#1
API strategy
vision of your
open platform

Ecosystem
Platform vision: BMW ConnectedDrive
Member
ConnectedDrive
Marketplace Experience Data Exchange
Distributors Integrated
Partners
Community
Providers

Ecosystem
Audience
Service
Distributors Member
Referral
Open Platform
Integrated
Partners
Aggregation
Community
Providers
Audience
Resell
Subscription
Or License
Marketplace Experience Data Exchange
Visualize your open platform

What product managers want to create
9
Custom experiences for moments in life

Compose journeys with API bricks
10
APIs with their own lifecycle
If you want to buy solar panels for your energy
consumption, you can get a specialized loan and, via
API, that loan amount is attached to your mortgage so
we can reduce the interest on the loan overall. That is
a pure business opportunity for the banks that is
becoming possible with APIs.
— Baard Slaattelid, Sparebank1
EVP/Director of Banking as a Service

Product and marketing mix
12
EJ McCarthy “Basic Marketing: A Managerial Approach”
Product Place
Price Promotion

Monetization
13
Monetization
Direct: 5%
Indirect: 95%
Revenue
Growth
Cost Savings
Risk

What we need to focus on
16
Build experiences

Unlock value from existing assets
19
Turning legacy into internal APIs

20
Embrace API natives
Microservices and streams
Modern DB buster: streams

Drive efficiency
21
Turning your IT as reusable
differentiated building blocks

API platform team ecosystem
23
API Platform Team
Sharing, distributed and embedded
…API Product Team
LOB 1
API Product Team
LOB 2
API Product Team
New LOB
API Product Team
LOB N

Outreach
Partner Ecosystem
Product Experience
Internal Alignment
25
Platform adoption
Drive consumption with internal com, partner community, amazing UX, and external communication
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Successful API product thinking and monetization models require the fulfillment of a key characteristic—that the API in question creates value for a particular group of stakeholders. In today’s digital firms, APIs are the encapsulation of intellectual property. In this session, we’ll take a unique look at value chains and how value flows in the API supply chain for products. We’ll introduce the concept of Value Programming Interfaces as APIs that promote value. And we’ll look at the network effect of value, aka platforms, in the form of marketplaces. Welcome to the future of digital business.

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