1. Business of APIs The API Economy Brad Brozek
Practice Manager – Enterprise Integration

2. APIs: The Building Blocks for Applications
An Application Programming Interface
By 2015, 50% of B2B collaboration will take place through Web APIs
By 2018, 68% of mobile apps will be powered by APIs
APIs represent a new, fast-growing channel opportunity
Bank Branch
Phone
Banking
Online
APIs
Mobile
The "API economy” has changed how developers think about building apps, and how organizations deploy software in the cloud.
Everywhere you look on the Web these days, it seems as if somebody’s launching new APIs.
There are over 10,000 API documented on programmable web today… and is significantly increasing as we speak.

3. The API Economy is a Value Chain
Value is comprised of services provided, data, and ideas
Goal is to convert this value into increased revenue and competitiveness

4. API Economy Mobile Application Assembly API Economy Value Chain:
Expose digital business assets and services to unlock additional business value
Example: Used Car Sales
LemonFree.com could be a consumer of APIs

5. API Economy Provider Perspective API Economy Value Chain:
Expose digital business assets and services to unlock additional business value
Bank can extend its reach beyond customer doing online banking

6. Common API Use Cases
Accelerate internal app development with Omni-Channel access to business information
Faster collaboration with business partners in an open, secure, and managed way with a complete self-service experience
Power mobile apps with enterprise business logic to innovate and provide high value to customers – digital transformation focus
Centrally manage enterprise business logic for Systems of Record and Systems of Engagement
Power IoT (Internet of Things) apps with enterprise information to drive innovation – digital transformation focus
Drive innovation and tap into a broad developer ecosystem by publicly publishing APIs
Bridge Systems of Record to Systems of Engagement and extend brand image
Provide secure composite services in the Cloud
Achieve centralized governance and cost optimization with managed access to 3rd party cloud services for app dev teams
Enable new business channels by monetizing enterprise data

7. Digital Business Transformation Causes IT to Move at Two Speeds
IIB or other ESB
WAS or other app server
Mobile
IBM API Management
Web
Applications/Services in Java, .NET, COBOL, etc.
Discover services on z/OS IMS, CICS, DB2
Business Partner
Applications
API Gateway
IoT –
Internet of Things
Enforce runtime policies to control API traffic
Third party APIs
Bluemix
On-premise
SaaS

8. Unique Selling Opportunities
An untapped “ocean” for services sales
Very few business partners have expert-level services capabilities or references in APIM domain
Upselling opportunities for security gateway appliances: DataPower and IBM Integration Bus
Horizontal selling opportunities for API/Services consolidation, SOA Governance, SOA Repository
Direct business interaction, visibility and benefits for the consuming business
Straight through mobile integration story

9. Leading Retailer Expands Market Footprint by Leveraging External Partners
Products
IBM API Management, DataPower
Business Problem Solved
Customer made its ordering platform and product catalog available through externally available services/API platforms
Role of APIM
Served as a System of Engagement platforms for partners to engage Customer or use core business services
Provided hardened security gateway through DataPower for partners and Customer integrations
Combined with DataPower to provide backbone for integration with Apple Pay
Allowed Customer to grow market footprint by inviting external partners with various multi-branded portals and mobile applications to build upon Customer’s core business

10. IBM API Management Resources
Blog Posts
“Bringing your ideas to life in digital economy”
“APIs for CPG – Managing Bathrooms to Supply Chains”
“How to harden your enterprise APIs”
Videos
Embrace the API Economy in the Cloud (2:30 min)
Admin Basics for IBM API Management CMS Developer Portal (6 min)
IBM API Management Demo
IBM AMI Mgt SaaS signup and login (5 min)
Assets
IBM API Management Service (for Cloud) SaaS Trial
APIs for Dummies (eBook)

11. IBM API Management Resources
Public Assets
API Management Family Page
IBM API Management on Bluemix
Knowledge Center
API Developer Community
YouTube Channel
Slideshare
Speaker Deck
Partner Assets
IBM API Management for Partners
Multi-Part Demos on DeveloperWorks