2 API Economy Value Chain To Develop new Innovative Apps and ServicesExposed as APIswwwTHGSINUnlock Existing Enterprise IT InvestmentsSelf Service Consumed by DevelopersDelivering Differentiated B2C, B2B, B2E ExperiencesLeading 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 DataAssetsSocialUsersBig data sources provide insights that are shared and monetized through APIsSocial APIs fuel personalized experiences for users and new business modelsAttributes of a Composable BusinessOmni-channelOperates with agilityRe-invents itselfCloudWeb AppsMobileAppsAPIAPICloud services are exposed through Web APIs enabling rapid composition environmentsMobile 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 originationAuto insurance from an Insurance companies APIsAnd 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 APIsPrivate, Internal APIsPublic, Open-To-All APIsAPIs are open to any developer who wants to sign upApps are more targeted towards end consumersThe 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 partnersApps could be targeted at end consumers or business usersThe business driver is often linked to the ability to automate processes, exchange data, and accelerate partner on-boardingAPIs are exposed only to existing developers within the enterpriseApps are usually targeted at employees of the enterpriseThe business driver can be channel consistency, productivity through re-use, and internal innovation
6 Real API Success = API externalization + realization API explorationSelf-service sign upApp key provisioningAPI usage analyticsAPI realizationMulti-tenant infrastructureRate limiting and throttlingRuntime policy enforcementAPI gateway deploymentOAuth security managementData transformation/redactionBackend service discoveryVersion managementAnalytics supportRole-based access controlEnvironment managementMonitoring and notification
9 Public API Examples - Health Fitbitto 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.FoodcareWhen 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.AdhereTechmakes 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.iHealthprovides 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 BlueButtonis 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.RxREVUis 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 Interchangeenables 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.TrueVaultis 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 driversExtend customer reachDramatically expand partner ecosystemExpose data to enable mobile and customer experience innovationBusiness opportunityYes Bank wanted to tap in to the growing market of inward remittances from Indians abroadTo increase their business, it is imperative they partner with as many exchange houses in a seamless & secure fashionBenefitRapidly self-service on-board thousands of partners through the interactive & socially enabled developer portalSecurely expose their services as well defined APIsUse API management platform as the single entry point in to the enterprise across all its channelsYes Bank - Growing foreign exchange business by providing digital banking services to business partnersIBM & YES Bank press releaseYES Bank video on API EconomyDeveloper PortalBusiness goalYes 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 fashionSolution/BenefitRapidly self-service on-board thousands of partners through the interactive & socially enabled developer portal.Securely expose their services running on IBM Integration BusUse API management platform as the single entry point in to the enterprise across all its channels.