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Open Digital Services - Basel Salloum & Salim Hemdani

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Razorfish Group VPs Basel Salloum and Salim Hemdani deliver this presentation on Open APIs, and how they can transform your business, at the 2011 Razorfish Technology Summit.

Razorfish Group VPs Basel Salloum and Salim Hemdani deliver this presentation on Open APIs, and how they can transform your business, at the 2011 Razorfish Technology Summit.

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Transcript

  • 1.
  • 2.
  • 3. Open Digital ServicesSM
    Accelerating innovation through odsSM
    SalimHemdani and Basel Salloum
  • 4.
  • 5. “Innovation distinguishes between a leader and a follower.”
    - Steve Jobs
  • 6.
  • 7.
  • 8. Just creating something new doesn’t always survive and thrive. Innovation needs to be continuous!
  • 9. Product / Business Cycle
    Re-Inventing
    Business
    How quickly is the landscape changing?
    GROWTH
    Concept
    Creation
    Concept
    Development
    Market
    Development
    Business
    Optimization
    Harvesting
    TIME
  • 10.
  • 11.
  • 12. May 24th 2007 FacebookUnveils Platform for Developers of Social Applications
  • 13. I was tweeting on my iPhone…
    2007
    iPhone Launch
    2010
    Official Twitter App for iPhone
  • 14. In the fast changing digital world you need more than just your staff to innovate for you!
  • 15. Rob McEwen Goldcorp Challenge
  • 16. Leverage the power of community. It is the best way to sustain your competitive advantage!
  • 17. Open Digital ServicesSM (ODS)
  • 18.
  • 19.
  • 20. Open APIs – A Snapshot There has been a drastic increase in the number of brands opening their APIs
    Source: Programmableweb.com
  • 21. Open APIs – the Breakdown
    Based on 3000 Open API platforms *
    Selected top 15 categories
    In 2006 there were 352 open APIs. In 2011 there are over 3000 open APIs… and growing
    From 2009 to 2010 the number of Open API’s almost doubled
    * Source: Programmableweb.com
  • 22. The Open APIs Movement
    New businesses are being conceived out of the Open APIs movement
    NATIVE DATA
    OPEN API
    INNOVATION
    NEW BRAND
  • 23. Trends
    Open APIs are becoming a primary platform – your website is just an extension of that
    Traditional and large brands in certain industries such as financial services and healthcare are starting to embrace Open APIs
    Major shift in data formats and protocols, such as SOAP vs. REST – no clear winner yet
  • 24. Ok, we’ve been hearing about Open APIs for years, but where is it all going?
  • 25. There has been a proliferation of application platforms and devices
  • 26. Data and transactions are growing and growing and growing…. The cloud is bigger than it’s ever been.
  • 27. Open APIs are connecting all the dots.
    End result: Data and transactions are everywhere at anytime.
  • 28. Innovation through THE Community
    Why should I open my data and systems?
    Extend your innovation boundaries to external consumers, which will create a decentralized innovation engine
    Innovation through internal developers
    Developer, partner, vendor, supplier, publisher, advertiser, etc.
    Internal developers
    Proprietary APIs
    Open APIs
    Data, transactions, functionality
    Data, transactions, functionality
  • 29. Why should I open my data and systems?
    Introduce new sales channels and drive revenue
    Increase brand equity and perception
    Regain business focus on core competency
    Revenue Model
    Open API
    Cost Savings
    Brand Equity
    Brand Goals
  • 30. Why shouldn’t you?
    • 5 Billion API calls / day (April 2010)
    • 31. 20 Billion API calls / month (January 2011)
    • 32. 5 Billion API calls / day (October 2010)
    • 33. 3 Billion API calls / day, 75% of all traffic (April 2010)
    • 34. 8 Billion API calls / month (March 2009)
    • 35. 3 Billion API calls / month (March 2009)
    • 36. 8 Billion API calls / month (March 2008)
  • What to Keep in Mind
    Remember that you’re building a software platform, not a website or mobile application
    Start small and simple – think iterative and agile
    Leverage cloud infrastructure
    Implement open APIs as a layer on an ESB or similar architecture – decouple from proprietary APIs
    Not every brand is a candidate for Open APIs, although most are
  • 37. Predictions
    For most brands, Open Digital ServicesSM platforms will become a core element of their digital strategy – a must-have offering
    Traditional brands in certain industries such as financial services and healthcare will continue to embrace Open APIs, but at a much faster pace
    More product and service providers will emerge as specialists in Open APIs
    Your website will not matter as much as your APIs
  • 38. If you're still contemplating whether to build it or not, your competitors already started building it.
  • 39. Case Study
    Best Buy
  • 40. BBYOpen
    BBYOpen APIs…
    Products API
    Bestbuy.com product information
    Stores API
    BBHY Store information including location
    Commerce API
    Enables BBY transactions via any web enabled device
    Offers API
    Access to BBY offers and deals
    And More…
    Take what we know and what we sell…
    To customers wherever they have a technology need
  • 41. 250 Million API Calls per Month
  • 42. Interesting Key Insights
    Best Buy Open API initiative was kicked-off by IT team, not by Marketing
    3 years later Best Buy Open is one of the top priorities for Marketing department
  • 43. Thank You
    SalimHemdani and Basel Salloum