1. © 2014 IBM Corporation
The world is moving so fast these days
that the man who says it can't be done
is generally interrupted by someone doing it.
Elbert Hubbard
Are you ready for the future?
Cloud
Computing
API
Economy
Mobile

2. Why APIs? Why do they matter?

5. and growth is accelerating dramatically
By End of 2014, 75% of
the Fortune 1000 will
offer public Web APIs
By 2016, 50% of B2B
collaboration will take
place through Web APIs
Sources: Gartner, Predicts 2012: Application Development, 4Q, 2011; Gartner, Govern Your Services and Manage Your APIs with
Application Services Governance, 4Q 2012; Gartner, Open for Business: Learn to Profit by Open Data, 1Q 2012
APIs represent a new,
fast-growing channel
opportunity
Business models
are evolving
APIs are a path to new business opportunities
Branch Toll-free Website Web APIs

7. Examples across Industries
• Quote interest rate and Loan application
• Checking room availability and reservation
• Looking up an item at a store location and purchase

9. 9

10. 10

11. 11

12. Drives Adoptions of
APIs
Typically low valued
assets
Drive brand loyalty
Enter new channels
For Free
Facebook Login API
provides free
authentication for any
Web / mobile app
Example:
Developer Pays
 Business Asset must be of
high value to the Developer
 For example, marketing
analytics, news,
 Capabilities such as credit
checks
Amazon EC2 Web
Services – APIs charge
per usage to launch
and manage virtual
servers.
Example:
Developer Gets Paid
 Provides incentive for
developer to leverage web
API
 Ad placements
 Percentage of revenue
sold product or services
Google AdSense
APIs pay developers
who include
advertising content
into apps
Example:
Indirect
 Use of API achieves same
goal that drives business
model.
 Increase awareness of
specific content, or
offerings
eBay Trading APIs
offer developers
access to trading
services extending the
reach of listings and
transactions
Example:
The Business of APIs – Who pays?

13. What is IBM API Management?

14. Where does API Management fit?

15. © 2013 IBM Corporation
Introducing IBM API Management 2.0
1
Create, assemble,
and define an API
2
34
Secure and
scale the API
Socialize by sharing
with developers
Manage and
analyze growth
A complete API management solution
secure

16. © 2013 IBM Corporation
IBM API Management
Secure, control,
and optimize
Create
(assemble)
Create, manage,
and socialize
Leveraging existing IBM DataPower and CastIron investments
secure
Gateway Engine Node
• Physical or VE
Assembly Engine Node
•Physical or HVE
Management Node Analytics Node
Will
Environment
Operations lead

17. Easily manage your APIs
design, secure, control, publish, monitor & manage
Explore API documentation
Provision application keys
Self-service experience
Developer Portal API Manager Management Console
Define and manage APIs
Explore API usage with
analytics
Manage API user communities
Provision system resources
Monitor runtime health
Scale the environment
API Gateway
(IBM DataPower)
Enforce runtime policies to control API traffic

18. 18
Securely expose business services to internal and
external developer communities

19. API Developer
• How do I assemble APIs?
• How do I manage security?
• Will the infrastructure scale?
• How do I measure performance?
App Developer
• Where do I access APIs?
• How do I understand the
APIs?
• How do I measure
success?
API Product Manager
• How can I rapidly release & update my APIs?
• How do I publicize my API?
• How do I measure success?
Operations Lead
•How do I manage all the API
Environments that are being
requested?
•How can I scale each
environment?
•How can I easily find and fix
issues?
API Success Requires Addressing Needs of
Multiple Stakeholders

24. © 2013 IBM Corporation
Andre
App
Developer

25. Business Challenge
 Difficult for internal partners and developers to discover &
access key financial services
 Lacked a standard ecosystem to manage internal partners
including global credit card companies and merchants
 No visibility on Service consumption or ability to
chargeback for LoB use of Services
Example Apps
Solution
 IBM API Management & DataPower
Leading Global Commercial Bank provides easy & secure
access to key financial services
Business Value
 Offers 3rd party merchants secure standards-based access
to key business services as APIs, with a self-service
experience
 Provides a private ecosystem for partners and a central
repository with usage analytics
 API platform and hackathons help drive innovation for
Mobile application development
$

27. Hackathons, Developer Challenges
• 48 hours, 25 developers, over 400,000 API calls
• Impressive 13 pieces of Intellectual Property for
ASDA
• Winning Ideas
• “George Go!” - search application using
multiple descriptors
• “Clothing Shaker” - create your outfit by
shaking your device
• “Virtual Fitting Room” - use of Xbox Kinect
and APIs
• IBM API Management on Cloud provided Developer
Portal & secure access to APIs
• Looking to transform the Digital Banking landscape:
• Innovative mobile solutions & IoT/ Wearables
• 40,000 API calls from more than 100 different groups
• Prototype APIs allowing Developers to interact with
fake accounts
• Account Details (APR/Interest Rate, Available
Credit, Payment Due Date, etc)
• Customer Information (Name, Addresses, Phone
Numbers, Email Addresses)
• Payment Details (Scheduled payments, payment
history, etc)
• IBM API Management on Cloud provided Developer
Portal & secure access to APIs

28. Pitney Bowes, a global leader in software innovations, and
mailing and shipping solutions, powers billions of transactions in
modern commerce
“Pitney Bowes location-based services
on IBM BlueMix will allow innovators
and developers to seamlessly extend
their products and services to the cloud
and mobile devices.”
-Roger Pilc, Chief Innovation Officer, Pitney
Bowes ..

29. Pitney Bowes Developer Portal

30. Pitney Bowes Developer Portal

31. © 2014 IBM Corporation
Focus on Operational Costs
Consolidation and
modernization
Operations Automation
Risk and compliance
Management
Manual policy to analytics
driven optimization
Systems of
Record
Systems of
Engagement
Focus on Speed and Agility
Assemble solutions from
verified components and
services
Fast deployment and
redeployment
Agile to DevOps model
User first delivery model
Organizations must embrace new business models and disruptive
technologies to be competitive, meet business needs, and innovate
System z can acts as:
Private Cloud
Public Cloud
Provider for services
from Systems of Record
affinity to Public Clouds
affinity to Private Clouds
• Transactional
• Analytics
• Structured Data
• Audit & Regulatory
Compliance
• Unstructured Data
• Internet of Things
• Mobile
• Social
CRM
HR
ERP
DB

32. © 2014 IBM Corporation
Focus on Operational Costs
Consolidation and
modernization
Operations Automation
Risk and compliance
Management
Manual policy to analytics
driven optimization
Systems of
Record
Systems of
Engagement
Focus on Speed and Agility
Assemble solutions from verified
components and services
Fast deployment and
redeployment
Agile to DevOps model
User first delivery model
Organizations must embrace new business models and disruptive
technologies to be competitive, meet business needs, and innovate
System z can acts as:
Private Cloud
Public Cloud
Provider for services
from Systems of Record
affinity to Public Clouds
affinity to Private Clouds
• Transactional
• Analytics
• Structured Data
• Audit & Regulatory
Compliance
• Unstructured Data
• Internet of Things
• Mobile
• Social
CRM
HR
ERP
DB
System of
Record
z/OS
System of
Engagement
zLinux
System of Insight
IBM DB2 Analytics Accelerator
Today’s z Systems does it all !

33. © 2014 IBM Corporation
Mobile Cloud Enterprise Solution

34. © 2014 IBM Corporation
Web Services or
REST based
services
On-Premise
API Management
Mobile
Applications
Cloud-based
Services
Enterprise API’sMobile/Cloud App
Enablement
IBM DataPower Gateway
IBM API Management
Systems of Engagement Systems of Record
Web
Applications
API Management for System z - Architecture Overview

35. System Z
z/OS
Connect
JSON
WAS Liberty
Security & Integration API Gateway
IBM DataPower Appliance
On Premise
API Management
CICS
API
Invocation
Create, Publish, Manage
& Socialize APIs
(IBM API Management)
Discovery
services
Web
Services
REST
Services
Discovery and invocation of System z based Services
WOLA based
services
Web
Services
IMSSOAP
Gateway
CICS
E
n
t
e
r
p
r
i
s
e
S
e
r
v
i
c
e
s
zServices API
Discovery of z Services for API Development
1. Get a list of deployed services (Service Identification)
- Filter based on technical and business service attributes
2. Get schema for a specific service (API Definition)
3. Get additional deployment details for a service (API
Assembly)
- e.g., security protocol support, invocation uri
Service Development Tool and
Enablement Runtimes
 Web Services
CICS and IMS provides separate tools and
runtimes; TPF provides runtime libraries
 REST/JSON
CICS and IMS use common z/OS Connect runtime

36. © 2014 IBM Corporation
Serving mobile data directly from z13 is 40% less expensive
than exporting data to a System of Engagement
CICS
IMS
WebSphere AS
DB2
Analytics
Mobile apps can run either on-
prem (using Linux on System
z) or in the cloud (via BlueMix)
z/OS
ConnectMobileFirst
Platform
(cloud)
Analytics run on
SoR system for
optimal
performance and
security
MobileFirst Solution: Advise & Grow - DEMO

37. © 2013 IBM Corporation
Banking
 Need to create, test, and evolve new services and better adapt to the needs of the users.
 Need to deliver multiple focus apps on many different devices.
APIs exposed
 Customer API
 Account API
 Transaction API
 Branch / ATM Location API
Apps Composed
 Financial Overview
 Financial Timelines
 Mapping Financial Relationships
 Added Value Services: Loyalty, Couponing, Targeted Marketing
38
APIs are emerging across industries

38. © 2013 IBM Corporation
Insurance
 Need to leverage partnerships to deliver joint solutions, and decentralize business value
chain
 Need greater agility to explore new revenue channels
APIs exposed
 Policy API
 Customer API
 Account API
Apps Composed
 Claims Filing & Processing
 Comparative Quotes / Multiple Insurers
 Policy Sales and Renewals
39
APIs are emerging across industries

39. © 2013 IBM Corporation40
APIs are emerging across industries
Retail
 Shifts in buying patterns and customers
 Need to reach customers on mobile devices
 Need presence in every channel
APIs exposed
 Products API
 Store Locator API
 Deals / Discounts API
 Product Reviews API
 Apps Composed
 Pricing searches / aggregators
 Daily deals / finders
 Geo-location / nearby location and gift finders