Treating API as products is the best chance for business success. This presentation shows the API product management methodology and the right mindset to create API products that enable organizations to join the API economy. This presentation was held at the Product Management Festival 2018, Zurich

1. API PRODUCT MANAGEMENT
Product Strategy and Execution for the Digital Economy
Andrea Zulian & Amancio Bouza
Product Management Festival - Zurich, 14th November 2018

2. Andrea Zulian
Senior Product Manager & Intrapreneur @Swisscom
Author of API Product Management
https://www.linkedin.com/in/andreazulian/
Amancio Bouza, PhD
Principal Consultant & Intrapreneur @ipt
Author of API Product Management
https://www.linkedin.com/in/amanciobouza/

3. You Have Two Options

4. 50%of all the medium and large sized companies that are exposing APIs
will establish the role of API Product Manager until 2019
(Gartner: “Create the Role of API Product Manager as Part of Treating APIs as Products", 2018)

5. THE API
API = Application Programming Interface
Source: http://api-as-a-product.com/articles/beginner-guide-api/

6. HOW TO USE THE API, NOT!
Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23

7. HOW TO USE THE API, NOT!
Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23

8. FROM INSIDE-OUT TO OUTSIDE-IN
Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23

9. VALUE PROPOSITION CANVAS
Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23

10. VALUE PROPOSITION INTERFACE CANVAS
Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23

11. Ultimately, the API is about the
interface to a value proposition,
not to an application
API
Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/

12. Ultimately, the API is about the
interface to a value proposition,
not to an application
VPI
Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/

13. ”Treating APIs as products with an accompanying product life
cycle increases the chances of digital business success”
Gartner

14. Brief history of the Web API
From API technology to API economy
2000
Digital companies like
Salesforce, eBay, Amazon
and Google make their
products accessible via APIs
Web API
2015
Organizations rethink
Outside-in
Customer-centric
API as a Product
API Management
2013
Early adopters use API
management platforms to
publish APIs
API Economy
2018
API product management
methodology

15. THE API ECONOMY

16. make digital society and
digital business workAPIs

17. APIs open new business
opportunitiesWHY APIs

18. ”Taking advantage of innovations in digital technologies to
create new business models, services and experiences remains
a priority for many organizations”
Gartner

19. Each wave asks you to change the way you see the
world, from being very internally focused to being
part of a dynamic, evolving business ecosystem.
11 VALUE CHAINA focus on the Value Chain using APIs to
developing and optimizing internal processes
WAVES
of Business Innovation
Driven by APIs

20. Each wave asks you to change the way you see the
world, from being very internally focused to being
part of a dynamic, evolving business ecosystem.
2
1
2 PLATFORM-LED
1 VALUE CHAIN
A focus on creating new API-based products and
services and using platforms to deliver them
A focus on the Value Chain using APIs to
developing and optimizing internal processes
WAVES
of Business Innovation
Driven by APIs

21. Each wave asks you to change the way you see the
world, from being very internally focused to being
part of a dynamic, evolving business ecosystem.
3
2
1
3 DISTRIBUTEDA focus on playing a part in the ecosystem, influencing it with
valuable API-based/API-supported products and services
2 PLATFORM-LED
1 VALUE CHAIN
A focus on creating new API-based products and
services and using platforms to deliver them
A focus on the Value Chain using APIs to
developing and optimizing internal processes
WAVES
of Business Innovation
Driven by APIs

22. VALUE CHAIN AND PLATFORM-LED PLAYGROUND

23. The Brand-Centric Ecosystem

24. The Brand-Centric Ecosystem

25. The Brand-Centric Ecosystem

26. The Brand-Centric Ecosystem
Customer experience is directly shaped by the company’s products

27. The Brand-Centric Ecosystem
Companies compete for the market
share within their own Industry
Delivered features and services control
the customers’ experience
Successful companies are the ones
who transform customers in fans
API Products to optimizing internal
processes or enabling new services

28. DISTRIBUTED BUSINESS PLAYGROUND

29. The Customer-Centric Ecosystems

30. The Customer-Centric Ecosystems

31. The Customer-Centric Ecosystems

32. The Customer-Centric Ecosystems
Companies influence the customer experience providing products and services in
collaboration with other ‘influencers’

33. The Customer-Centric Ecosystems
Companies compete to forge
partnerships with leaders in other
Industries and markets
Companies play a part, influencing and
not controlling customers’ UX
Successful companies are the ones
that are open and connected
API Products are the Building Blocks
of the Distributed Digital Business

34. API PRODUCTS
Are products offered ‘as-a-service’

35. API PRODUCTS
Are products offered ‘as-a-service’ and
consumable through APIs.

36. API PRODUCTS
Are products offered ‘as-a-service’ and
consumable through APIs.

37. API PRODUCTS
Are products offered ‘as-a-service’ and
consumable through APIs.
A good one is a perfect piece of the customer’s
ecosystem puzzle.

38. API PRODUCTS
Are products offered ‘as-a-service’ and
consumable through APIs.
A good one is a perfect piece of the customer’s
ecosystem puzzle.

39. API PRODUCTS
Are products offered ‘as-a-service’ and
consumable through APIs.
A good one is a perfect piece of the customer’s
ecosystem puzzle.

40. API PRODUCTS
Are products offered ‘as-a-service’ and
consumable through APIs.
A good one is a perfect piece of the customer’s
ecosystem puzzle. Also, it fits perfectly on many
puzzles.

41. GREAT API PRODUCTS
API Products that strongly influence the
customers’ ecosystems in the connected world.
Are adopted by a network of partners who are
leaders in their Industries and Markets.

42. Every Industry will be facing a disruption!
No matter how well established are your
companies and their market share.
DIGITAL
ECONOMY

43. Offer
Cloud Communications PaaS offered
via APIs (programmable telco
services)
Market
Worldwide, b2b. 40K+ customers and
strategic partners
Industry
Communications
Concept
Starting from Amazon’s API first
culture, Twilio disrupted telco B2B
connectivity market
Case Study: Twilio
Twilio disrupted the telco industry with a 100% APIs-based offer

44. Case Study: Twilio
Twilio disrupted the telco industry with a 100% APIs-based offer
Offer
Cloud Communications PaaS offered
via APIs (programmable telco
services)
Market
Worldwide, b2b. 40K+ customers and
strategic partners
Industry
Communications
Concept
Starting from Amazon’s API first
culture, Twilio disrupted telcos B2B
connectivity market

45. Case Study: Swisscom Smart Catalogs
With Smart Catalogs, Swisscom improves the offer for its Enterprise customers
Offer
MVP launched on Q1 2018. Inventory,
Orders, and Reporting capabilities via
APIs
Market
Switzerland, b2b. 150+ (global)
Enterprise customers and dozens of
strategic partners (fleet management
and technology)
Industry
Telecommunications
Concept
Line of adjacent API Products having
the scope to support existing
Swisscom Core products on the
digital economy challenges

46. NATEL®go is the Swisscom last generation of mobile connectivity products
for Enterprise customers.
Smart Catalogs for NATEL®go is the API Product offered to customers and
partners launched as MVP in Q1 2019. The target potential revenue of the
API product is estimated in about $24 Mil./Year.
Customers with direct contract
700
Target Customers
Number of Enterprise customers identified as
the target segment of Smart Catalogs
150+
Managed Customers at Q3 2019
Number of Smart Catalogs for NATEL go
managed Enterprise customers after 8 months
from launch
1,000,000
Target Subscriptions
Number of overall Enterprise mobile
subscriptions managed by Swisscom
300.000
Managed Subscriptions
Number of subscriptions managed through
Smart Catalogs for NATEL go after 8 months
from launch
CASE STUDY:
SMART
CATALOGS
for NATEL®go
97.3%
Customers managed through Partners
2.7%
b2b b2b2b

47. Design Concepts
Interactively streamline robust core
competenc and next-generation
architectures
Design Concepts
Interactively streamline robust core
competenc and next-generation
architectures
Design Concepts
Interactively streamline robust core
competenc and next-generation
architectures
Design Concepts
Interactively streamline robust core
competenc and next-generation
architectures
Case Study: Sonos
With Smart Catalogs, Swisscom offers Inventory, Orders, and Reporting capabilities to its Enterprise customers

48. Case Study: Smart “ready to”
Smart “ready to”. Digital services make life easier in the city
Offer
Digital services to make the life of
Smart owners easier in the city
Market
Worldwide, b2b2c. customers and
strategic partners in other industries
Industry
Automotive
Concept
You are not merely buying a city-car,
but a plethora of services that fits
perfectly on your ecosystem

49. Case Study: Smart “ready to drop”
Turn your boot into your personal DHL Parcel Box
Offer
Digital services to make the life of
Smart owners easier in the city
Market
Worldwide, b2b2c. customers and
strategic partners in other industries
Industry
Automotive
Concept
You are not merely buying a city-car,
but also a flexible parcels delivery box

50. API PRODUCT MANAGEMENT
Do the right thing right!

51. THE API PRODUCT MANAGEMENT BOOK
The key topics covered by the methodology, from conception to launch.
02
CONCEPTION
How to use Usability Studies results and data
analytics to defining the next killer features
DRIVEN BY DATA
AND ANALYTICS
01
Understand the API Economy and
create API Products that fit with
your company’s business
INSPIRED BY A
CONNECTED WORLD

52. The one-pager API Product strategy canvas
is an efficient communication tool towards
delivery teams and stakeholders
API PRODUCT CANVAS
Customer-centered design tools and
methodologies for API Product design
FOCUSED ON
CUSTOMER’S PROBLEMS
Partnerships-based competitive
analysis and effective API Products
monetization strategies
COMPETITIVE ANALYSIS &
MONETIZATION
03
04
05
STRATEGY
CONCEPTION

53. Clear roadmaps with features’
measurable goals for generating
trust and involving teams
GOAL-ORIENTED
ROADMAPS
Intuitive User Interfaces are
crucial for faster and broader
API Product adoption
SIMPLICITY IS THE
ULTIMATE SOPHISTICATION
Problem-solution fit and product-market
fit validations through Usability Studies
conducted with prototypes
PROTOTYPE
FIRST!
06
08
07
EXECUTION
STRATEGY

54. Tools and channels for efficient API
Products delivery, distribution, and
monitoring
TOOLS & CHANNELS09
LAUNCH
EXECUTION
APIPRODUCTMANAGEMENT.COM

55. DIGITAL
JOURNEY
Can we relax
and enjoy it?

56. YOUR DIGITAL JOURNEY
ACTUALLY, IT’S A DIGITAL RACE !

57. WE NEED YOUR HELP
Contribute to the book getting free access to its MVP
(in-progress versions) and provide your feedback.
Your name will be included in the list of contributors.
Please join the API Product Managers group we
created for #PMF18 on Linkedin to be waitlisted.

58. Join the group here:

59. backup slides

60. DIGITAL TRANSFORMATION
Source: https://medium.com/api-product-management/what-is-digital-transformation-digitalization-and-digitization-c76277ffbdd6

61. THE COMPLEXITY OF API STAKEHOLDERS

62. LEAN API DEVELOPMENT

63. Two Breeds of API

64. API VALUATION MATRIX

65. API SERVICE BLUEPRINT

66. API SERVICE BLUEPRINT EXAMPLE

67. API PRODUCT MAP

68. HOW TO BUILD AN MVP