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Entering the Platform Age
How to create genuine value for
internal and external API consumers
Steven Willmott, steve@3scal...
Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
www.3scale.net
Platforms FTW!
THE VALUE OF PLATFORMS
Agility
Deliver more value, faster,
with less resource
Platforms power the core
of your business
EXAMPLE:
UBER
EXAMPLE:
“APPLE TV-OS READY” IN
2 WEEKS
Example: Amazon
Echo
PLATFORMS & BI-MODAL IT
“Gartner's Recipe For Disaster”
- Jason Bloomberg / Forbes
“This is akin to adding lipstick
to the pig.”
- Simon Wardley, ...
True if you are doing it wrong…
But this is not about separation
It’s about going from 1-1 to 1-N (and N-N)
1-1 IT
Need for software innovation drives deep integrations
InternalSystems
Applications
1-N IT
Governance and APIs create reusable anchor points
N-N IT
Common governance rules can apply to APIs from anywhere
Platform value is “co-creation” of value
between providers and consumers
(buyers & sellers)
(you & partners / customers)
(...
SO: HOW DO WE SUCCEED?
THREE KEYS
“Jeff Bezos Moment”
(thank you @frankarr)
)
CHAPTER 1: AUSPICIOUS BEGINNINGS
But ... adoption is slow …
#1: FOCUS ON VALUE
EXAMPLE:
MAPS CREDIT UNION
Loren Paulson, APIStrat, 2015
EXAMPLE:
MID-SIZED ECOMMERCE
COMPANY
A Map of Expectations
Expected
Unexpected
DesirableUndesirable
Thor Mitchel, 2014
Questions to Ask
• Who is the customer?
• Where is their value?
• If we create this, will you use it?
• What is the comple...
Key Strategy
Deliver value one API and one
use-case at a time
CHAPTER 2: FOCUSING ON THE
CHOSEN
More adoption … but still 50%
off target
#2: OPTIMIZE FOR ACCESSIBILITY AND
UTILITY
We have great developer
experience … what happened?
Warning: Blasphemy Alert
Developer Experience is
Overrated
Questions to Ask
• When Developer Experience is not enough
• How do the APIs need to be consumed?
• Who else might consume...
EXAMPLE:
SIMILAR WEB
Noahm Schwartz, APIStrat, 2015
EXAMPLE:
FITBIT
Jeremiah Lee, San Francisco, 2016
EXAMPLE:
CRUNCHBASE
Nicolas Greenie, San Francisco, 2015
Key Strategy
The API is not the key thing – the
value is the key thing
CHAPTER 3: IN FULL FLIGHT
API Demand is up – multiple teams
are using them: powering core
business
Woho!!
But...
Hairy Panic!
#3: DIVIDE AND CONQUER
Questions to Ask
• How to split Dev, Ops, Management?
• What do we automate?
• What do we monitor?
• Which APIs do we focu...
Vicious Circle
Virtuous Cycle
Key Strategy
N-N >>>>> 1-N
Governance + Support
e.g. tools, platforms, guides, design sages
CHAPTER 4: IMPACT!
• Very hard work
• Unglamorous
• It is not a big bang (big bet)
• People get upset at rules and
restrictions
• But … hugel...
Recommendation:
Focus on Business(es) enabled (number,
revenue)
TAKE AWAYS
Your company NEEDS your
platform strategy to succeed
Even if you have a “Bezos
Moment” – Keep focused on the
value you are delivering piece by
piece
Try to empower both API
creation and usage
BACK AT THE OFFICE…
A commitment…
1. Talk to ONE key API consumer in depth: nail their
use case
2. Write that value down and articulate it for
your whole AP...
API Owners Manual
http://www.3scale.net
@njyx @3scale
http://bit.ly/APIOwners
Images (Copyright Authors)
• Apple TV Image, Apple.com:
https://support.apple.com/library/content/dam/edam/applecare/image...
Entering the Platform Age: How to create genuine value for internal and external API consumers
Entering the Platform Age: How to create genuine value for internal and external API consumers
Entering the Platform Age: How to create genuine value for internal and external API consumers
Entering the Platform Age: How to create genuine value for internal and external API consumers
Entering the Platform Age: How to create genuine value for internal and external API consumers
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Entering the Platform Age: How to create genuine value for internal and external API consumers

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Keynote at APIDays Melbourne 2016, Steven Willmott - 3scale.

Organizations have recognized that making available IT systems as APIs for both internal and external developers can create huge new opportunities for agility, products and ultimately revenue. However, while this "platform thinking" holds great potential, it can be extremely challenging to determine how to deliver on these opportunities. In this talk we'll look at how focusing on the value APIs can deliver helps underpin genuine success for an API program and an organization's platform initiatives as a whole.

Published in: Business
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Entering the Platform Age: How to create genuine value for internal and external API consumers

  1. 1. Entering the Platform Age How to create genuine value for internal and external API consumers Steven Willmott, steve@3scale.net @njyx
  2. 2. Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
  3. 3. www.3scale.net
  4. 4. Platforms FTW!
  5. 5. THE VALUE OF PLATFORMS
  6. 6. Agility
  7. 7. Deliver more value, faster, with less resource
  8. 8. Platforms power the core of your business
  9. 9. EXAMPLE: UBER
  10. 10. EXAMPLE: “APPLE TV-OS READY” IN 2 WEEKS
  11. 11. Example: Amazon Echo
  12. 12. PLATFORMS & BI-MODAL IT
  13. 13. “Gartner's Recipe For Disaster” - Jason Bloomberg / Forbes “This is akin to adding lipstick to the pig.” - Simon Wardley, CSC “Gartner’s bimodal IT considered Harmful” - Phil Wainewright / Diginomica
  14. 14. True if you are doing it wrong…
  15. 15. But this is not about separation It’s about going from 1-1 to 1-N (and N-N)
  16. 16. 1-1 IT Need for software innovation drives deep integrations InternalSystems Applications
  17. 17. 1-N IT Governance and APIs create reusable anchor points
  18. 18. N-N IT Common governance rules can apply to APIs from anywhere
  19. 19. Platform value is “co-creation” of value between providers and consumers (buyers & sellers) (you & partners / customers) (mode 1 & mode 2)
  20. 20. SO: HOW DO WE SUCCEED?
  21. 21. THREE KEYS
  22. 22. “Jeff Bezos Moment” (thank you @frankarr) )
  23. 23. CHAPTER 1: AUSPICIOUS BEGINNINGS
  24. 24. But ... adoption is slow …
  25. 25. #1: FOCUS ON VALUE
  26. 26. EXAMPLE: MAPS CREDIT UNION Loren Paulson, APIStrat, 2015
  27. 27. EXAMPLE: MID-SIZED ECOMMERCE COMPANY
  28. 28. A Map of Expectations Expected Unexpected DesirableUndesirable Thor Mitchel, 2014
  29. 29. Questions to Ask • Who is the customer? • Where is their value? • If we create this, will you use it? • What is the complete use case?
  30. 30. Key Strategy Deliver value one API and one use-case at a time
  31. 31. CHAPTER 2: FOCUSING ON THE CHOSEN
  32. 32. More adoption … but still 50% off target
  33. 33. #2: OPTIMIZE FOR ACCESSIBILITY AND UTILITY
  34. 34. We have great developer experience … what happened?
  35. 35. Warning: Blasphemy Alert
  36. 36. Developer Experience is Overrated
  37. 37. Questions to Ask • When Developer Experience is not enough • How do the APIs need to be consumed? • Who else might consume them? • Where do their effects propagate to? • What additional value can we add?
  38. 38. EXAMPLE: SIMILAR WEB Noahm Schwartz, APIStrat, 2015
  39. 39. EXAMPLE: FITBIT Jeremiah Lee, San Francisco, 2016
  40. 40. EXAMPLE: CRUNCHBASE Nicolas Greenie, San Francisco, 2015
  41. 41. Key Strategy The API is not the key thing – the value is the key thing
  42. 42. CHAPTER 3: IN FULL FLIGHT
  43. 43. API Demand is up – multiple teams are using them: powering core business Woho!!
  44. 44. But...
  45. 45. Hairy Panic!
  46. 46. #3: DIVIDE AND CONQUER
  47. 47. Questions to Ask • How to split Dev, Ops, Management? • What do we automate? • What do we monitor? • Which APIs do we focus on first? • How will we manage change?
  48. 48. Vicious Circle Virtuous Cycle
  49. 49. Key Strategy N-N >>>>> 1-N
  50. 50. Governance + Support e.g. tools, platforms, guides, design sages
  51. 51. CHAPTER 4: IMPACT!
  52. 52. • Very hard work • Unglamorous • It is not a big bang (big bet) • People get upset at rules and restrictions • But … hugely rewarding
  53. 53. Recommendation: Focus on Business(es) enabled (number, revenue)
  54. 54. TAKE AWAYS
  55. 55. Your company NEEDS your platform strategy to succeed
  56. 56. Even if you have a “Bezos Moment” – Keep focused on the value you are delivering piece by piece
  57. 57. Try to empower both API creation and usage
  58. 58. BACK AT THE OFFICE…
  59. 59. A commitment…
  60. 60. 1. Talk to ONE key API consumer in depth: nail their use case 2. Write that value down and articulate it for your whole API team 3. Assess the objectives for the API Platform program in terms of business supported
  61. 61. API Owners Manual http://www.3scale.net @njyx @3scale http://bit.ly/APIOwners
  62. 62. Images (Copyright Authors) • Apple TV Image, Apple.com: https://support.apple.com/library/content/dam/edam/applecare/images/en_US/appletv/apple- tv-3gen-home-screen.jpg • Amazon Echo: Amazon stock marketing image • Bay Bridge: https://unsplash.com/photos/0iAzHzjeYRk • Jeff Sheldon https://unsplash.com/photos/o6Y9E-DdG6w • Taras Perevarukha https://500px.com/photo/215416/-by-taras-perevarukha • Richard Bland https://500px.com/photo/89775589/coming-for-you-by-richard- bland?ctx_page=2&from=search&ctx_q=platform&ctx_type=photos&ctx_sort=relevance • Kaleb Nimz: https://unsplash.com/photos/-5rA4DRrEXU • Seabags Creative: https://unsplash.com/photos/U3m4_cKbUfc • Todd Quankenbush https://unsplash.com/photos/IClZBVw5W5A • Hairy Panic http://theconversation.com/what-is-the-hairy-panic-tumbleweed-that-has-buried- a-small-australian-city-55074

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