Welcome to the API Economy: Developing Your API Strategy

1. WELCOME TO THE API Economy Presented by Ross Mason Founder, MuleSoft #MuleSoftWebinar

2. 2 Background Driving Forces Todays Concerns Planning for the Future 1 2 3 4 Today's Agenda

3. 2 Background Driving Forces Todays Concerns Planning for the Future 1 2 3 4

4. Setting the Stage ! To understand how APIs have transferred our economy today, let's look at another influential economic age: The Industrial Revolution

5. "The Industrial Revolution marks a major turning point in history. Almost every aspect of daily life was influenced in some way."

6. How Does a Revolution Start ?

7. The right mix of ! Demand Resources Innovation Adaptation

8. 8 DEMAND greater population and free trade

10. Innovation & Invention

11. 11 ADAPTATION: STEAM POWER

12. Then ! Industrial Revolution Started the Industrial Age ! Second Industrial Revolution Brought even bigger advancements ! First Digital Revolution World Wide Web ! !

13. Now ! Do we have the right ingredients for the ! ! ! Second Digital Revolution ?! Demand Resources Innovation Adaptation

15. DEMAND 2.8 5 ! billion people connected to the Internet ! billion people connected to the Web Now ! ! ! ! Near Future ! !

16. DEMAND Changing Consumer Expectations

17. 17 57396030495950201450694034177188940214969502014506902149034177188940149038374561020 93847562889302745991853953294951835309557396030495950201082616405057373859929202939 20024848848151515154849595029402149695020145599185395329737385992920293920024801450 63837456102037361664786693011209393848576355556166174939372746456038388500929501028 74757839201002984857324783109432198478571359132690138461283456317539841309657469854 87930593845826374523547617409359234578346574678345734865870670893865784671799450458 74390615237389405984573625166174939372746324783109432838388500929501028747578392010 02984869854879305938458263745233846128345631717493937274632478310943248495950294021 49695020145739603049595020187475783920100298485732478251661749393748313471941484825 90938752815246378953064787958463625379434287613096574698548793018943256374805864382 71671824382593064759382780490234872437423672431025879537484950465359248764857349640 39078546523738940598457362516614825909387528152446717994504587437324782516617493937 01894325634138471109448847326723782950894872347863205804370975896275428937409258962 75428937409233859826394678234516772537647235472345237493576784375301002984869854879 30593845858962754289374092339372746456038388500929501028747002984857324782516617493 93748313446717994504587444671799450458743732478251664782516617493937018943250939384 85763555561661749393727464174939370189839201002984857324781874647586907038646539045 RESOURCE OF SECOND DIGITAL REVOLUTION DATA

19. Source: IDC, The Digital Universe in 2020, December 2012 Data volume will grow 50 fold over 15 years

20. Actionable on the same trajectory

21. THE INNOVATION ENABLING THE DIGITAL REVOLUTION IS THE WEB AS A PLATFORM

22. A place that people interact with through information THE SHIFT A platform to engage business directly and indirectly

23. 23 Innovation: the Web is a platform

24. Innovation Publish a website and reach a subset of users on the Web. Goal is to capture.001% of the audience to your website

25. THINK ABOUT IT. ! ! ! This is not an efficient model when there is a market of 2.8 BILLION people

26. THIS IS WHERE APIs FIT IN

27. Innovation & Adaption 27 1. Give the same functionality to third parties. 2. Means that third parties can build apps around data you provide 3. Mobile applications can use your API to create a better user experience

28. THE ADAPTATIONS ARE CREATED BY COMPANIES…AND EVERYONE ELSE

29. Source: Fast Company, The Most Innovative Companies of 2013 Examples of Good Adaptations on the Web NIKE FuleBand AMAZON Web Services SQUARE

30. More Examples Source: Fast Company, The Most Innovative Companies of 2013 WHY DO BIG BRANDS INVEST IN INNOVATION?

31. 1 2 3 Their old business models are eroding Their customer demands are changing They are under pressure to move quickly

32. APIs Enable New Innovations To Meet Demand NIKE uses device technology and the cloud to innovations such as FuelBand SQUARE adapts traditional payments into the mobile world FORD creates new consumer experiences by connecting the cars to services in the cloud NBA created digital products offering mobile and web content delivery and data services

33. CUSTOMERS ARE RESPONDING

34. Of mobile users have used mobile banking in the past 12 months x2 25% >$8 billion 21% Mobile purchases in 2012 consumers engage in online shopping only via mobile Mobile travel booking revenue in the US in 2013 Source: DC Financial Insights, 2012 Source: PhoCusWright January 2012 Source: Prosper Mobile Insights, 2012 Source: Federal reserve study 2012 Consumer Response

35. WELCOME TO THE API ECONOMY

36. APIs are new business channels to engage with partners and customers The API Economy is the global sum of digital transactions between multiple parties =

39. Demand + Resources + Innovation + Adaptation + Study Tours Sparking a Revolution Then

40. Demand + Resources + Innovation + Adaptation + Entrepreneurs Sparking a Revolution Now

41. To be part of the API economy, you also have to publish an API

42. 13,000 Open APIs are the tip of the iceberg

44. Source: Forrester, Establish your API design, June 2013 What Kinds of APIs are in the New Enterprise

45. The New Enterprise The New Enterprise  highly fragmented - APIs help connect it

46. API models in the New Enterprise 46 Internal APIs B2B APIs Open web APIs Product APIs

47. API models in the Enterprise 47 Internal APIs B2B APIs Open web APIs Product APIs New Business & Innovation Channels WHERE YOU COME IN!

48. MuleSoft helps power the API Economy 48 Anypoint Integration Platform Mule Studio Insight MuleESB CloudHub Anypoint API Manager Anypoint Service Registry Enterprise Manager APIkit APIhub

50. 50 API Strategy Starting Point Strengths Weaknesses Opportunities Threats • Do you have unique data or can you glean useful insights or trends from the data specific to you? ! • Do you functionality that you have invested significant IP that is hard to copy? • Have you already invested in building APIs? Do you have the right culture and skills? ! • Do you have a captive audience or will you need to build from scratch? • Can you identify new markets for your data or functionality? • Can you team up with other suppliers for more value or reach a new audience? • How much of your existing skills can you leverage to gain advantage? • How easy it to mimic your API? • How well do you understand your audience and the business models they will bear? • Are you building your API as a product?

51. BY 2016 THE US GOVERNMENT WILL MAKE ALL PUBLIC DATA MACHINE READABLE Source: White House Open Data Initiative, January 2013

52. BY 2015 THE UK GOVERNMENT WILL MAKE THEIR TOP 25 SERVICES AVAILABLE THROUGH APIS Source: Government Digital Services, 2011

53. Parting Thoughts DEMAND The Second Digital Revolution is happening. Don't sit on the fence RESOURCES INNOVATION ADAPTION Your data and services, but your current business models may not be viable in 3 years Your API strategy will open up new opportunities to trade with customers and partners This is enterprise Darwinism - The New Enterprise creates differentiated services to compete in the API Economy

54. Thanks for your attention! #MuleSoftWebinar @rossmason @MuleSoft Watch the Full Webinar! http://www.mulesoft.com/webinars/api/welcome-api-economy ! Learn How to Manage Your APIs https://www.mulesoft.com/platform/api https://www.linkedin.com/in/rossjmason

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