1. The API Economy

2. API Economy Value Chain
To Develop new Innovative Apps and Services
Exposed as APIs
www TH GS IN
Unlock Existing Enterprise IT Investments
Self Service Consumed by Developers
Delivering Differentiated B2C, B2B, B2E Experiences
Leading organizations are undergoing a digital transformation to accelerate innovation, unlock new markets and drive new revenue that is revolutionizing every interaction. These enterprises are making their business services and data available through APIs to various types of developers - internal, partner and third party. These APIs are then consumed by developers to build Mobile, Web, Internet of Things, Business Partner, and Internal LoB applications for end users to use. This supply demand relationship creates this Economy of API Providers and API Consumers.

3. APIs are the foundation of a Composable Business
Big Data
Assets
Social
Users
Big data sources provide insights that are shared and monetized through APIs
Social APIs fuel personalized experiences for users and new business models
Attributes of a Composable Business
Omni-channel
Operates with agility
Re-invents itself
Cloud
Web Apps
Mobile
Apps
API
API
Cloud services are exposed through Web APIs enabling rapid composition environments
Mobile applications make calls to back end services through Web APIs

4. Let’s look at the Cars.com mobile app as an example.
Cars.com is a consumer of APIs, and has assembled several 3rd party apis together to form the base function of their cars app.
For example, they use a Map Provider API to provide a “store locator function”
APIs from a car dealer data aggregator for availability of certain makes and models.
They use APIs from a Bank to offer Loan calculators and origination
Auto insurance from an Insurance companies APIs
And can imagine them using the new Xtify API from IBM to provide notifications, that a car they were looking for was now found. 4

5. Protected, Open-To-Partner APIs Public, Open-To-All APIs
Public versus Partner versus Internal?
Protected, Open-To-Partner APIs
Private, Internal APIs
Public, Open-To-All APIs
APIs are open to any developer who wants to sign up
Apps are more targeted towards end consumers
The business driver is fostering external innovation, and quickly enter new customer facing ecosystems (Gaming, connected cars, Google glasses,…) or tools (IFTTT, wordpress,…)
APIs are open to select business partners
Apps could be targeted at end consumers or business users
The business driver is often linked to the ability to automate processes, exchange data, and accelerate partner on-boarding
APIs are exposed only to existing developers within the enterprise
Apps are usually targeted at employees of the enterprise
The business driver can be channel consistency, productivity through re-use, and internal innovation

6. Real API Success = API externalization + realization
API exploration
Self-service sign up
App key provisioning
API usage analytics
API realization
Multi-tenant infrastructure
Rate limiting and throttling
Runtime policy enforcement
API gateway deployment
OAuth security management
Data transformation/redaction
Backend service discovery
Version management
Analytics support
Role-based access control
Environment management
Monitoring and notification

8. Extras ….

9. Public API Examples - Health
Fitbit
to create tools and application that access Fitbit services and data. Users can then authenticate an external website/application to use their Fitbit data, and use the external application to push data to Fitbit.
Foodcare
When consumers have an ailment, they usually go to the doctor. Many times doctors recommend dietary changes in order to preserve health. FoodCare offers personalized nutrition for users from the comfort of a mobile phone. Unlike other apps, FoodCare uses a community based approach, where individuals, restaurants, schools, senior communities and hospitals can benefit from the specialized information from registered dieticians and nutrition educators.
AdhereTech
makes medication bottles that are enabled with technology to improve prescription medication adherence. The AdhereTech API allows developers to access and integrate the functionality of AdhereTech with other applications and to create new applications.
iHealth
provides wireless scales, blood pressure monitors, and other mobile monitoring devices, along with an app that allows patients to track their own health data, including weight, BMI, bone mass, heart rate, blood pressure, diet, and physical activity. The iHealth API allows third party applications and services to interact with an iHealth user's health data, after user authorization.

10. Public API Examples - Healthcare
BlueButton
is a service that allows people in the U.S. to access their own medical records online in order to track their health and check reports for accuracy. Not all doctors or medical service providers make data available through Blue Button, but the number of providers that do is increasing. Health data can be shared with doctors, specialists, or other trusted persons.
RxREVU
is a medication cost savings database. RxREVU offers datasets on prescription medication costs. Resellers can integrate the RxREVU datasets into their applications to offer users prescription drug cost savings.
Kaiser Permanente Interchange
enables internal and external developers to use approved public data from Kaiser Permanente to create individualized health care management apps. Using personalized health information, apps can be customized to cater to patient lifestyle, including nutrition and activity, to support total health.
TrueVault
is a Backend-as-a-Service (BaaS) platform designed to provide HIPAA compliant information storage for healthcare applications. Any app that handles protected health information (PHI) must be HIPAA compliant, and TrueVault can handle all of the requirements and security that compliance entails on the developer's behalf. Data stored with TrueVault is secure, but still accessible from anywhere the developer needs it.

11. Yes Bank – Expand the business by building new digital partnerships
Business drivers
Extend customer reach
Dramatically expand partner ecosystem
Expose data to enable mobile and customer experience innovation
Business opportunity
Yes Bank wanted to tap in to the growing market of inward remittances from Indians abroad
To increase their business, it is imperative they partner with as many exchange houses in a seamless & secure fashion
Benefit
Rapidly self-service on-board thousands of partners through the interactive & socially enabled developer portal
Securely expose their services as well defined APIs
Use API management platform as the single entry point in to the enterprise across all its channels
Yes Bank - Growing foreign exchange business by providing digital banking services to business partners
IBM & YES Bank press release
YES Bank video on API Economy
Developer Portal
Business goal
Yes Bank wanted to tap in to the growing market of inward remittances from Indians abroad. To increase their business, it is imperative they partner with as many exchange houses in a seamless & secure fashion
Solution/Benefit
Rapidly self-service on-board thousands of partners through the interactive & socially enabled developer portal.
Securely expose their services running on IBM Integration Bus
Use API management platform as the single entry point in to the enterprise across all its channels.