Elastic Path Software Inc.     Business Challenges Solved by APIs     What Every Executive Should Know     May 25, 2012   ...
Introducing Elastic Path Software      Digital Commerce for Innovators      • We help the world’s biggest brands sell digi...
What every executive should know   • Distilling digital disruption into specific issues   • The promise of an API strategy...
What exactly are we trying to solve here?Device and plan selectionElastic Path™
Digital disruption defined  Source: Forrester Research, Inc   Source: Forrester Research, IncElastic Path™
Digital disruption distilled    Singular experience   Everywhere   Consistent    Relevant     Embedded       Unobtrusive  ...
Commerce APIs are great at these things (in theory)    Singular experience   Everywhere   Consistent     Relevant     Embe...
The gulf between promise and realityElastic Path™
The Promise        Storefront      Mobile                            OTT            Apps        CMS/CEM                   ...
The Reality                        $$$                                      $$$     Conventional REST API                P...
A good API gets the job done.A great API works like a superpower.Elastic Path™
What separates to good from the great?   • A good API uses the REST architectural style   • A great API conforms to Level ...
A model centered on the user, not the system   • The names and data shapes should look like what     you are trying to acc...
Consistency applied to all resources   • Facebooks Graph API is a great example         – All the resources behave the sam...
Thin data objects   • Be wary of APIs that have huge objects         – These are hard to maintain on both sides   • Look f...
Stateless   • The API should let you call into it at any point     without precursor calls, other than authenticationElast...
The value of a great API is speed and agility.Go from an idea to a prototype in hours, not weeks.Elastic Path™
QuestionsFor more on-demand digital commerce resourceswww.elasticpath.com/resourcesinfo@elasticpath.com1.800.942.5282 (tol...
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Business Challenges Solved by APIs: What Every Executive Should Know

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It seems like everyone either has or needs an API these days. Analysts are touting how critical it is for businesses to engage their customers across every touchpoint. APIs are supposed to fuel innovation for these new applications, new channels, and, ultimately, new ways to generate revenue.

But getting your API strategy off the ground could be more difficult than it sounds. Even with the right strategy and architecture, there are very real technical challenges in your way.

Join API experts from Elastic Path Software as well as API Evangelist Kin Lane for a frank discussion on the current state of APIs.

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  • Competitive and market pressure to innovate, differentiate, and extend reach (geographic, demographic, market share, audience)Upward pressure on speed, agility, and ROIDownward pressure on cost and time-to-marketShifting technological ecosystem – computing power, mobility, pervasive connectivity, data sharingResulting shift in consumer attitudes, preferences, and behavior (in-home, in-store, retail, content consumption)Change in how people buy – want to buy
  • This is how people want to engage, shop, and buy now – telco, media company, software company, or even at the cutting edge of retail
  • Ultimately, fulfilling the promise of APIs lies in the hands of your developersLet’s hear from one to understand what it is we need to be looking for if we want to meet and profit from the challenges of digital disruption
  • Business Challenges Solved by APIs: What Every Executive Should Know

    1. 1. Elastic Path Software Inc. Business Challenges Solved by APIs What Every Executive Should Know May 25, 2012 David Chiu Matthew Bishop Kin LaneElastic Path™
    2. 2. Introducing Elastic Path Software Digital Commerce for Innovators • We help the world’s biggest brands sell digital goods and services • We provide a flexible digital commerce platform and expertise in commerce strategy and implementation • #1 ecommerce blog www.getelastic.com • For more on-demand digital commerce resources www.elasticpath.com/resourcesElastic Path™
    3. 3. What every executive should know • Distilling digital disruption into specific issues • The promise of an API strategy • The current reality of API technology • Why the developer experience is critical • What makes a great commerce API • The future of API technology • Taking it to the real worldElastic Path™
    4. 4. What exactly are we trying to solve here?Device and plan selectionElastic Path™
    5. 5. Digital disruption defined Source: Forrester Research, Inc Source: Forrester Research, IncElastic Path™
    6. 6. Digital disruption distilled Singular experience Everywhere Consistent Relevant Embedded Unobtrusive Partnered Fast CheapElastic Path™
    7. 7. Commerce APIs are great at these things (in theory) Singular experience Everywhere Consistent Relevant Embedded Unobtrusive Partnered Fast Cheap • Commerce-as-a-service • Allows core data and capabilities to be easily shared • Loops commerce into your BI stream • Puts commerce into every customer experience • Isolates the “do” from the “how” and “why” • It’s like the Borg from Star Trek • Empowers developers to do all these thingsElastic Path™
    8. 8. The gulf between promise and realityElastic Path™
    9. 9. The Promise Storefront Mobile OTT Apps CMS/CEM Social Partners Embedded In-App/In-Game Magical API Magic! PIM Acquisition Monetization Subscriptions Entitlements Billing Customer Care AnalyticsElastic Path™
    10. 10. The Reality $$$ $$$ Conventional REST API PIM Acquisition Monetization Subscriptions Entitlements Billing Customer Care AnalyticsElastic Path™
    11. 11. A good API gets the job done.A great API works like a superpower.Elastic Path™
    12. 12. What separates to good from the great? • A good API uses the REST architectural style • A great API conforms to Level 3 or 3+ REST • Very hard to do this with SOAP or RPC – SOAP is not designed for simplicity and human understanding – RPC does not communicate very well and is usually an existing programmatic APIElastic Path™
    13. 13. A model centered on the user, not the system • The names and data shapes should look like what you are trying to accomplish • You dont have to learn how their system functions in order to use it • Netflixs API uses terms and actions pulled straight from their user experienceElastic Path™
    14. 14. Consistency applied to all resources • Facebooks Graph API is a great example – All the resources behave the same way – View the same, post the same, search the same • You learn it for one resource and you have it for all the resourcesElastic Path™
    15. 15. Thin data objects • Be wary of APIs that have huge objects – These are hard to maintain on both sides • Look for APIs that have expands to let your client shape the response – Our API calls this feature “zoom”Elastic Path™
    16. 16. Stateless • The API should let you call into it at any point without precursor calls, other than authenticationElastic Path™
    17. 17. The value of a great API is speed and agility.Go from an idea to a prototype in hours, not weeks.Elastic Path™
    18. 18. QuestionsFor more on-demand digital commerce resourceswww.elasticpath.com/resourcesinfo@elasticpath.com1.800.942.5282 (toll-free in North America)www.elasticpath.comElastic Path™

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