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Value Networks in Open Banking

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These are the slides from my talk at API Days NYC 2020. The talk covers API ecosystems, digital business models, value networks, and a method for mapping business models through value exchange.

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Value Networks in Open Banking

  1. 1. All contents © MuleSoft, LLC Matt McLarty, Global Leader of API Strategy @mattmclartybc Value Networks in Open Banking API Business Modeling through Value Exchange
  2. 2. All contents © MuleSoft, LLC What is an API Ecosystem? 2 API Partners 3rd Party APIs Support & Platform Teams Underlying Assets Application Developers Customers /End Users Tools Applications
  3. 3. All contents © MuleSoft, LLC 3 API API API API API API Ecosystem: An External View
  4. 4. All contents © MuleSoft, LLC API Products in the Ecosystem 4 The primary goal of API products is to establish and continuously improve a sustainable business model that serves groups of customers and drives profitability for the product company
  5. 5. All contents © MuleSoft, LLC API business models 5 From API Business Models: 20 models in 20 minutes by John Musser (https://www.infoq.com/presentations/API-Business-Models/)
  6. 6. All contents © MuleSoft, LLC API Ecosystem: Macro View 6 API API API API API Internal API Internal API Pay-per-use Pay-per-use Free to use
  7. 7. All contents © MuleSoft, LLC Business model 7 “A business model is how an organization creates, delivers, and captures value.” Alex Osterwalder, creator of the Business Model Canvas
  8. 8. All contents © MuleSoft, LLC Value network 8 “The collection of upstream suppliers, downstream channels to market, and ancillary providers that support a common business model within an industry.” Clayton Christensen, The Innovator’s Dilemma
  9. 9. All contents © MuleSoft, LLC 9 From Escaping the Build Trap by Melissa Perri (https://www.oreilly.com/library/view/escaping-the-build/9781491973783/) Value exchange
  10. 10. All contents © MuleSoft, LLC Value exchanges in business models 10 https://www.thevalueengineers.nl/download/a-business-model-of-the-facebook-ecosystem/ Dr. Jaap Gordijn Dr. Roel Wieringa
  11. 11. All contents © MuleSoft, LLC Value exchanges in business models 11 Newspaper (media) Product company Readers ReachMoney Content Advertising money Freelance journalists Content Money/exposure
  12. 12. All contents © MuleSoft, LLC Value exchanges in business models 12 Facebook Product company Users Targeted reach Data, content, relationships, money Content Advertising money App developers Content, games Money
  13. 13. All contents © MuleSoft, LLC API value exchange 13 End users API consumers API provider Products & Services Data Exposure Time
  14. 14. All contents © MuleSoft, LLC “API manufacturer-supplier” business model 14 End users Mobile & web apps Google Maps API Unique data, best-of-breed functions Money, data Location-enabled services
  15. 15. All contents © MuleSoft, LLC “API manufacturer-supplier” business model 15 End users TPP (e.g. Yolt) Banks Account info (data) payment initiation (service) Fees (money)? Customer interactions (data)? End-to-end financial process Funds & fees (money)? Customer info & interactions (data) Some ideas from https://thepaypers.com/reports/the-open-banking-report-2019-insights-into-the-global-open-banking-landscape-2/r780814
  16. 16. All contents © MuleSoft, LLC “API manufacturer-supplier” business model 16 End users Bank (e.g. Starling) Fintechs Unique products & services Money, reach Consolidated services, security Money, data
  17. 17. All contents © MuleSoft, LLC “API retailer-wholesaler” business model 17 End users Mobile & web apps Twilio API Global telco services, time-to-market Money Money Telco Carrier APIs Money Regional telco services
  18. 18. All contents © MuleSoft, LLC “API retailer-wholesaler” business model 18 End users Mobile & web apps Plaid API Aggregated account info, time-to-market Money Money Banks Money Account information
  19. 19. All contents © MuleSoft, LLC Content (rental listings), data “Aggregator” business model 19 Renters/ vacationers Airbnb mobile & web app Airbnb API Aggregated property listings, security Money, attention, data Multiple listing service Reach, moneyProperty owners
  20. 20. All contents © MuleSoft, LLC Payment targets “Service aggregator” business model 20 Payors TPP Payment Aggregator (e.g. TransferWise) Payment services, aggregated targets (reach) Money, reach Banks Money Payees
  21. 21. All contents © MuleSoft, LLC Data (mortgage rates), products (mortgages) “Product Aggregator” business model 21 Home buyers/ owners Mobile/ web app Mortgage Aggregator (e.g. intelliMortgage) Aggregated mortgage offers, time Money, attention Banks Exposure, moneyMortgage underwriters
  22. 22. All contents © MuleSoft, LLC API Business Models in Open Banking API business models • Standalone API business model: API product companies • Composite API business model: APIs enable the broader business model Business model patterns • “Manufacturer-supplier” • “Retailer-wholesaler” • “Aggregator” • More: payments broker, data hub Ecosystem thinking • Map the ecosystem and help it thrive • Don’t be an invasive species! 22 End users API consumers API provider
  23. 23. All contents © MuleSoft, LLC More info on value exchange business models... Blog: https://blogs.mulesoft.com/biz/management/api-business-modeling-through-value-exchange/ Podcast: https://soundcloud.com/mulesoft/apis-unplugged-episode-6-api-business-models-value-exchange The Value Engineers: https://www.thevalueengineers.nl/
  24. 24. All contents © MuleSoft, LLC API Program Workshops API-Enabled Digital Strategy Workshop “Way of the API” Workshop API Technology Foundation Workshop API-as-a-Product Workshop For more info, visit the MuleSoft API strategy hub and visit the MuleSoft booth during the break!
  25. 25. All contents © MuleSoft, LLC Thank you

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