1.
@ManfredBo
APIs
From Value Chains to Value Networks
Manfred Bortenschlager
I work at 3scale.net
Out-of-the-box API Management
@3scale
APIDays Mediterranea
May 30, 2014

2.
@ManfredBo2
What do I want to achieve?
 Describe a current evolution
 Highlight challenges
 Suggest solutions

3.
@ManfredBo3
Context
Technology of APIs
Business of APIs
Politics of APIs
Source: Kin Lane
http://apievangelist.com/2014/05/06/remembering-why-this-whole-api-thing-is-working--apidays-berlin/

4.
@ManfredBo4
Value chains.

5.
1985

6.
@ManfredBo6
Source: Michael T. Porter (1985)
Competitive Advantage: Creating and Sustaining Superior Performance

7.
@ManfredBo7
Source: Gartner (2013)
Digitization

8.
@ManfredBo8
The establishment of value networks.

9.
@ManfredBo9
A value network…
…is defined as a value creating system
in which all involved stakeholders
co-produce value.
Source: Normann and Ramirez (1993)

10.
@ManfredBo10

11.
@ManfredBo11
At the center of a value network is a platform.

12.
Platform Business Model
Image Source: http://www.healthandcare.co.uk/

13.
Image Source: Wikipedia

14.
@ManfredBo15
The Platform Benefit
few vs. a lot

15.
@ManfredBo16
Benefits of Platforms
Acceleration via network effects
Increased rate of innovation
Contribution of complementary elements
Increased number of channels
Evolution and stabilizing
Increased visibility
Reduction of cost and risk
Source: Gawer & Cusumano (2002): Platform Leadership

16.
@ManfredBo17
APIs enable the Platform Business Model.

17.
@ManfredBo18
Challenges
1.Be attractive
2.Be findable

18.
@ManfredBo19
Challenge 1: Be Attractive
Valuable Simple

19.
@ManfredBo20
Open standards contribute to attractiveness.

20.
@ManfredBo21
http://apicommons.org/

21.
@ManfredBo22

22.
@ManfredBo23
Challenge 2: Be Findable
Connection + Gravity + Flow
Flow
how well the platform fosters exchange and co-creation of value.
Matchmaker Tools
facilitates connections between producers and consumers.
Source: Sangeet Paul Choudary (2013)
Platform Thinking

23.
@ManfredBo24
http://APIs.io/

24.
@ManfredBo25

25.
@ManfredBo26

26.
@ManfredBo28
API Management
For Developers
www.apitools.com
Out-of-the-box
API Management
For API Providers
3scale.net
apistrategyconference.com
apicodex.3scale.net
Market Education &
Evolution
APIcommons.org
APIs.io

27.
@ManfredBo29
Wrap-up & Take-away
Emergence of value networks due to digitization
Platforms are at the heart of value networks and allow
more efficient value co-creation.
Challenge 1: be attractive
 leverage open standards / APIcommons
Challenge 2: be findable
 discoverability / APIs.io

28.
@ManfredBo
Q&A
Manfred Bortenschlager
I work at 3scale.net
Out-of-the-box API Management
@3scale
APIs
From Value Chains to Value Networks