In this keynote, you'll see the difference between just APIs and API-as-a-Product, which have a significant impact on business models and value creation.
Open API is the foundation of API products. The API is the interface to a value proposition. This approach leads to new business models, digital platforms, digital ecosystems.
I present the API-as-a-Product stories of Swisscom and the Red Cross and show how the organization and culture has an essential impact on how technological capabilities impact the business value.
1. OPEN API
AND THE IMPACT ON
BUSINESS MODELS
Amancio Bouza,
sitic, 18. September 2019, Winterthur
2. Amancio BouzaAPI is the interface to a value proposition
API & AI Enthusiast, Dot Connector,
Author of API Product Management
• Principal Consultant, ipt
• Catalyst, The Digital Journeymen
2
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3. Open API has an impact on
Business Models
My promise: You’ll understand what it takes to build
a successful business model based on Open API
A preview: Two Stories: The Swisscom API Journey
and API Product Management at Swiss Red Cross.
3
22. 22
#1
Let’s do
Open API
#2
Let’s foster
better and
quicker apps
Still
missing!
Source: Amancio Bouza, Institute of Product Leadership: https://youtu.be/LKwtHaPxrhU
23. Open API is an invitation.
Customer decides if he accepts.
23
24. API is the interface to
a value proposition.
24 Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
54. Rapport API
API solution that helps to digitalize a
business process.
Cost saving as business value
54 Source: https://twitter.com/AccentureTech/status/1035528650416955393
55. 2. PLATFORM / API PRODUCTS
DIGITAL TRANSFORMATION
55
57. “3.6 million Americans miss their
medical appointments due to
a lack of reliable
transportation”
57
Uber Health
Source: https://www.uberhealth.com/about
58. 0.085 M miss appointment in Switzerland
$135/15min cost of missed appointment
$11.5 M total loss because of missed appointments
Source: https://www.expatistan.com/price/doctor/zurich
58
“3.6 million Americans
miss their appointments due to
a lack of reliable transportation”
USA
Population: 327.2 M
Source: https://en.wikipedia.org/wiki/United_States
SWITZERLAND
Population: 8.5 M
Source: https://en.wikipedia.org/wiki/Switzerland
3.6 M miss appointment in the USA =>
Source: https://www.uberhealth.com/about
59. $ 11.5 MARE LOST BECAUSE OF
MISSED APPOINTMENTS
59
60. LET’S GIVE THEM $11.5 M
AND CHARGE A FRICTION, E.G.,
$1’000’00060
61. CHF '1.00
CHF 200'001.00
CHF 400'001.00
CHF 600'001.00
CHF 800'001.00
Rapport App (API Solution) Transport Care (API Product)
API PRODUCT BEATS API SOLUTION
61
Revenue
$1’000’000
Revenue
$200’000
5x
Source: https://www.digital.redcross.ch/: Assumption: 12 customers, 1000 drivers => $204k
67. API Product for Healthcare Organizations:
TRANSPORT CARE
Manage Transports (not rapports)
POST, GET, PUT /transports
{startTime,
distanceKM,
duration,
destination,
passenger}67
ASSISTED TRANSPORT APP
80. PYRAMIDE OF DIGITALIZATION
80
Digital Transformation is
about setting the social
context right to leverage
the benefits promised by a
technology.
Source: https://medium.com/api-product-management/what-is-digital-transformation-digitalization-and-digitization-c76277ffbdd6
81. Digital Transformation Framework*
Eliminate Blockers to remove
obstacles that hinder success
Establish Enablers to boost the
effect of techn. capabilities on
the business value
Next Action:
Get an API product manager and a dedicated
team.
Give teams responsibility and accountability
IT/API Governance
81
Observation Swisscom SRK Make or Break
API as a Product Approach Yes No Enabler
API as a Project Approach No Yes Blocker
API Product Manager Yes No Enabler
Budget No No Enabler
Integration Layer Yes No Enabler
Product Manager Yes Yes Stakeholder manag.
No Responsibility in Team No Yes Blocker
No Accountability No Yes Blocker
Account Manager Yes No Enabler
Sales Force Yes No Enabler
Developer Portal Yes No Enabler
No Ops No Yes Blocker
DevOps Yes No Enabler
BizDevOps Yes No Enabler
API Management Platform Yes Yes Enabler
* an early stage idea. that should make clear what is part of your digital transformation roadmap form a social context. (organization)
82. Take Away
82
Open API is an Invitation
API is the interface to a value
proposition
API-as-a-Product to do the right
thing that customers love
Adapt the social context! That’s
the transformation challenge.
83. Amancio BouzaAPI is the interface to a value proposition
API & AI Enthusiast, Dot Connector,
Author of API Product Management
• Principal Consultant, ipt
• Catalyst, The Digital Journeymen
83
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86. 86
The 2nd Breed of API:
API Product
Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
87. Director Product Management at Amazon in Seattle
87
Source: https://www.linkedin.com/feed/update/urn:li:activity:6392958411058798592
Continuous Innovation Workshop
Outlearn Your Competition and
Build Products That Matter.
95. “Vereinte Kompetenzen: Mit FlixBus und Uber von Tür zu Tür reisen“
95 Source: https://www.uber.com/de/blog/uber-flixbus-partnerschaft/
96. API Product Management
Product Strategy and Execution for the Digital Economy
The API Product Management book is the
state-of-the-art guide to creating,
launching, and running API products that
customers love. In this book, we offer best-
practices, tactical and practical
approaches, and real-world examples. It
helps you to adapt it in your context.
96
http://api-as-a-product.com/