API Economy Journey Map: Maturity Model, Alan Glickenhouse, API Business Strategist at IBM

1. 4 & 5 June 2019 | Helsinki, Finland
IBM @ APIdays Finland
API Economy Journey Map:
Maturity Model
Alan Glickenhouse
glick@us.ibm.com
@ARGlick
API Business Strategist

2. Business Strategy
Why are you thinking of doing APIs?
What is/are the Business goal(s)?
Financial?
Partnering? Internal Mobile Development?
Market Share?
Time to Market? Competitive Pressure?
Innovation?
Other ideas?
From “Alice in Wonderland” by Lewis Carroll © 2019 IBM Corporation

3. What Does the API Economy Look Like InThe Future?
© 2019 IBM Corporation
Where Do I Stand Today?
Where Is The API Economy Going?
How Do I Move Forward (i.e. Mature)?
A good hockey player plays
where the puck is.
A great hockey player plays
where the puck is going to be.

4. Public, Open-
To-All APIs
Protected,
Open-To-
Partner APIs
Private, Internal
APIs
Frequently Asked Questions
1 2 3
Q1: Many businesses start with internal APIs, progress to using partner APIs and
eventually move to providing public APIs. Aren’t these levels of maturity?

5. Frequently Asked Questions
© 2019 IBM Corporation
Q1: Many businesses start with internal APIs, progress to using partner APIs and
eventually move to providing public APIs. Aren’t these levels of maturity?
A1: This is probably the most frequently asked question.
• Maturity is defined by the effect of the API initiative on the business and technology.
• Focuses on how things are accomplished, rather than what is accomplished.
• Repeatable methods and degree of business impact are indicators of higher maturity,
not single specific activities.
• Ad hoc delivery of a public API demonstrates less maturity than repeatable
methodologies for delivering internal or partner APIs.

6. Defining Categories (and Names) for Levels of Maturity
© 2019 IBM Corporation
Ad Hoc
Provider Driven
Consumer Driven
Business
Innovation
Driven
Market Driven
Learning Using an
Unstructured
Approach
Discovering &
Experimenting to
Gain Market
Understanding
Implementing
Targeted Market
Solutions
Expanding to Full
Digital Market
Solutions
Innovating with
Predictive
Transformation

7. Defining Criteria to Measure Maturity
© 2019 IBM Corporation
Across 2 Perspectives
TechnologyBusiness
6 Dimensions
Business
Approach
Management Architecture Infrastructure
Information &
Content
Process &
Methods
And
several
Factors
for each
dimension
Business
drivers
Perspective
Industry
integration
Monetization
Organization
Audience
Communication
Measurements
Style
Application
architecture
Configurability
Variability
Scope
Exposure
Content
management
Taxonomy
Lifecycle
API
Identification
Dependency
management
Devops
QoS
Deployment
Security
Availability
Performance
Scalability

8. Business Approach Dimension
© 2019 IBM Corporation
Dimensions
Factors Leading Question(s) Learning Using an
Unstructured
Approach
Discovering &
Experimenting to
Gain Market
Understanding
Implementing
Targeted Market
Solutions
Expanding to Full
Digital Market
Solutions
Innovating with
Predictive
Transformation
Business
Approach
Business Summary
Limited or no business
focused digital strategy
Provider centric digital
assets for tactical solution
delivery
Consumer centric
internal and external
digital assets
End consumers use
unlocked business value
through multiple
channels.
Business outcomes driven
across the ecosystem /
marketplace with composed
digital offerings
Business Driver
What is the primary driver for
your company's efforts in
moving forward with a digital
strategy? How important is
digital strategy to your overall
business efforts?
Project based
Project based requests for
enhancements
Time to Market
Pro-active focus on Time to
market as the key digital
driver
New Customers
Reach new customers,
Time to market
New Channels
Open new digital
channels
Expanding Ecosystem
Digital channel is the primary
channel
Perspective
When thinking about what
digital assets are required or
should be created, what
perspective/approach is used
to identify the necessary
assets?
Project Oriented
Ad-hoc approach to project
delivery
Existing Assets
Existing asset definitions
are exposed as the primary
mechanism used to create
digital resources
Consumer oriented
End User (consumer)
driven definition of
required digital
resources
Industry Oriented
Line of Business
definition of required
digital resources
Industry driven
Eco-system oriented
Market / eco-system multi-
industry driven
Industry integration
When partnering, what kinds
of companies do you partner
with? How do you on-board
partners? And, what kinds of
partnering relationships do
you participate in?
Manual
Traditional industry
partnerships with manual
on-boarding
Automated traditional
Automated exchange of
information with traditional
industry partners
Self-service Expanded
relationships
Partner on-boarding is
automated and achieved
via self-service.
Partnering begins
outside the traditional
industry relationships
New business models
non-traditional partners
drive new business
models, channel
enablement is
automated
Bi-directional ecosystem
Bi-directional partnering
relationships form a large
digital ecosystem as the
primary revenue stream
Monetization
Do you monetize your digital
assets? What approaches
do you use for monetization?
Indirect
Indirect or free through
existing channel partners
Direct payments
Indirect, direct (partner
pays/gets paid)
Multiple models
Multiple tiered pricing
models based on usage
Configurable
Multiple configurable
pricing algorithms
Dynamic
Dynamic pricing based on
market conditions, consumer
agreements

9. Dimension
Learning Using an
Unstructured Approach
Discovering &
Experimenting to Gain
Market Understanding
Implementing Targeted
Market Solutions
Expanding to Full Digital
Market Solutions
Innovating with Predictive
Transformation
Business
Approach
Limited or no business
focused digital strategy
Provider centric digital
assets for tactical solution
delivery
Consumer centric internal
and external digital assets
End consumers use unlocked
business value through
multiple channels
Business outcomes driven
across the ecosystem /
marketplace with composed
digital offerings
Dimension
Learning Using an
Unstructured Approach
Discovering &
Experimenting to Gain
Market Understanding
Implementing Targeted
Market Solutions
Expanding to Full Digital
Market Solutions
Innovating with Predictive
Transformation
Management
No focused management
around digital assets
IT Provider / Technology
centric management of
digital assets
Core management of digital
assets by business and IT
Business led digital core
team with focus on channels
and markets
Business led digital core
team including ecosystem
partners and standards focus
Measured across these factors for each maturity stage – Business driver, Perspective, Industry integration & Monetization
Measured across these factors for each maturity stage – Organization, Audience, Communication & Measurements
Help Clients Start Small & Grow
Published IBM API Economy Journey Map: Business Perspective

10. Dimension
Learning Using an
Unstructured Approach
Discovering &
Experimenting to Gain
Market Understanding
Implementing Targeted
Market Solutions
Expanding to Full Digital
Market Solutions
Innovating with Predictive
Transformation
Architecture
Limited / no repeatable process,
Simple APIs, Basic
transformations
APIs with assembly,
transformations and Micro
services
Programmable APIs, configurable
nodes and Services with
compensating transactions
Configurable, Context and
sentiment-aware APIs, Services
and nodes
Advanced notifications, Bi-
directional Information
integration, API Marketplace
Dimension
Learning Using an
Unstructured Approach
Discovering &
Experimenting to Gain
Market Understanding
Implementing Targeted
Market Solutions
Expanding to Full Digital
Market Solutions
Innovating with Predictive
Transformation
Information &
Content
Some / Limited API information
model definition and no or limited
dynamic content management.
Solution/Provider specific API
information models and partially
dynamic content management.
Enterprise/ wide API Information
models and consumer centric
(personalized) content
management
Standards based API information
models and user configurable
content management.
Market leading API information
models and intelligent dynamic
content management.
Measured across these factors for each maturity stage – Style, Application Architecture, Configurability & Variability
Measured across these factors for each maturity stage – Scope, Exposure, Content Management, & Taxonomy
Help Clients Start Small & Grow
Published IBM API Economy Journey Map: Technology Perspective
Dimension
Learning Using an
Unstructured Approach
Discovering &
Experimenting to Gain
Market Understanding
Implementing Targeted
Market Solutions
Expanding to Full Digital
Market Solutions
Innovating with Predictive
Transformation
Process &
Methods
Manual processes/minimal
automation for API
development
Partially automated methods
& processes
Well defined methods and
automated processes
Stable methods and Fully
automated processes
Stable configurable automated
methods & processes with
timely response to business..
Dimension
Learning Using an
Unstructured Approach
Discovering &
Experimenting to Gain
Market Understanding
Implementing Targeted
Market Solutions
Expanding to Full Digital
Market Solutions
Innovating with Predictive
Transformation
Infrastructure
Traditional Deployments ( as a
unit)
Hybrid provisioning of APIs
(Shared and Private)
Virtualized provisioning of APIs
Configurable provisioning of APIs
on an Elastic cloud
Dynamic provisioning of API with
software defined networks
Measured across these factors for each maturity stage – Lifecycle, API Identification, Dependency management, & Devops
Measured across these factors for each maturity stage – QoS, Deployment, Security, Availability, Performance & Scalability

11. Frequently Asked Questions
© 2019 IBM Corporation
Q2: Where is the IBM API Connect product in the model? What about specific technology use?
A2:
• Product functions are not represented in a stage in the model. The stages represent maturity
levels.
• Product capabilities, technology, process changes, and organization / role assignments, are
how a company transitions to higher levels of maturity.
• IBM continuously enhances our recommendations as to how to become more mature using
the latest capabilities available.

12. Frequently Asked Questions
© 2019 IBM Corporation
Q3: How do activities like Hackathons relate to the model?
A3:
• Hackathons are a great technique to use in API initiatives to transition to higher levels of
maturity.
• Bringing in external views (i.e. what the consumer wants vs. what we have) in a hackathon
approach helps increase maturity.

13. Frequently Asked Questions
© 2019 IBM Corporation
Q4: Where are most enterprises as far as maturity?
A4:
• Each factor can be judged to be at different levels for the same company. So, there is no
single overall answer for maturity of an enterprise.
• Many businesses are in the early stages across many factors but there are some enterprises
that are very far advanced as well.
• The more important questions are “where are you?”, “where would you like to be?” and
“how do you get there?”

14. 5stages of maturity with 2perspectives
Across several dimensions
 Business approach
 Management
 Architecture
 Information & content
 Process & methods
 Infrastructure
Learning Using an
Unstructured
Approach
Discovering &
Experimenting to
Gain Market
Understanding
Implementing
Targeted Market
Solutions
Expanding to Full
Digital Market
Solutions
Innovating with
Predictive
Transformation
TechnologyBusiness
And several factors for each dimension
 Business drivers, perspective, industry integration, monetization
 Organization, audience, communication, measurements
 Style, application architecture, configurability, variability
 Scope, exposure, content management, Taxonomy
 Lifecycle, API Identification, dependency management, Devops
 QoS, deployment, security, availability, performance, scalability
API Economy Journey Map
Charting the evolution of Digital Transformation
© 2018 IBM Corporation

15. developer.ibm.com/apiconnect
API developer
community site
on APIs,
API economy, API Connect
Includes
API community forum
API events
Best practices blog
Videos
© 2018 IBM Corporation

16. Additional Resources
© 2018 IBM Corporation

17. Alan’s Articles, Blogs, Papers, andVideos…
• https://developer.ibm.com/apiconnect/author/glick/
• Guide to 100 API Economy and API Management
Resources
API Economy and API Management Basics:
•. What is an API? and What is the API Economy?
• What is API Management?
• Alan Tells All About APIs (video)
• IT Uncensored – What is API Management? (video)
• What are businesses doing with APIs and why are they doing it? (video)
• API Economy Drivers
• Happy API Year! (from 2017)
• I Already Have Partners Accessing My Services. Why Should I Use APIs?
• Should Business APIs Replace EDI?
• Providing APIs or Managing APIs – There is a Big Difference
• Don’t be Afraid of Public APIs
• Does size matter? (for your business to participate in the API Economy)
• API Connect Video Series: API Economy – What’s happening and where
is this going? (Part 1) and (Part 2) (video)
•APIs and Events – Recognizing Opportunities Instead of Reacting to
Problems
•The Biggest Impediment to API Economy Growth is…?
• Is Two-Speed (Bimodal) IT a Good Thing or a Bad Thing?
Digital Business / Digital Transformation:
• Becoming a Digital Business – Is API Management Enough?
• Digital Transformation – Becoming a Digital Business
• Digital Business and APIs – Need to See the Forest and the Trees
(article)
• Digital Business Value when Combining API Management and Istio
• Digital Transformation Requires Integration Modernization
• Integration Modernization Requires Good Parenting
• Why Become a Digital Business?
• How Systemized Innovation Enables Digital Transformation (article)
• History of IT Constraints – What Might Constrain Digital
Transformation?
• Creating A Digital Ecosystem – Past, Present, and Future
• Business APIs – The Secret Sauce in Successful Digital Marketing
(article)

18. Alan’s Articles, Blogs, Papers, and
Videos…
Business and Value
• Why Your Business Needs APIs (and Why Your APIs Need IBM API Connect)
(white paper) + Blog
• Why Choose IBM API Connect?
• API Monetization – What Does It Really Mean?
• API Connect Video Series: API Monetization (video)
• API Monetization Understanding Business Model Options (white paper) + Blog
• IBM’s API Management Undisputed #1 in Market Share (new)
• Analyst Firm Lists IBM API Connect as an API Management Leader (new)
• Analysts Cite IBM as a Leader (old – 2016)
• What is the ROI for API Connect? – Forrester TEI Study Demonstrates
Economic Benefits
• Forrester TEI Study Results Show 674% ROI
• RFP Template – Assistance in Choosing an API Solution Partner
• IBM API Connect: Powering the New Channel
• Do APIs Cause Channel Issues and Loss of Direct Customer Interaction?
•State of the API Economy – January 2019
• How to Get the Business to Participate in an API Initiative
Strategy, Governance, and Best Practices
• Creating an API Economy Strategy
• Creating an API Economy Strategy – short version (video)
• Implementing Governance of an API Initiative
• Organization and Governance of API Initiatives
• What are the Recommended Roles for an API Initiative?
• What is the Recommended Organizational Structure for an API Initiative?
• Real World Experiences with API Centers of Excellence (CoE)
• API Economy Best Practices (white paper) + Blog
• API Connect Video Series: API Economy Best Practices (video)
• Identifying Good Candidates for APIs
• The 7 Biggest Mistakes Companies Make on their API Initiatives
• GDPR Considerations for Integration and the API Economy
• API Management Across Multiple Lines of Business (LoBs)
• API Versioning – Best Practices (and not so great practices)
• API Connect Video Series: API Use Cases (video)
• API Economy – 4 Business Drivers and 7 Use Case Categories – Series
Overview
• API Economy Business Drivers: #1 – Speed
• API Economy Business Drivers: #2 – Reach
• API Economy Business Drivers: #3 – Innovation
• API Economy Business Drivers: #4 – Domains
• API Economy Use Case Identification: #1 – Mobile
• API Economy Use Case Identification: #2 – Social
• API Economy Use Case Identification: #3 – Data
• API Economy Use Case Identification: #4 – Other
• API Economy Use Case Identification: #5 – Partner
• API Economy Use Case Identification: #6 – Public
• API Economy Use Case Identification: #7 – IoT
• Beating (or Catching Up with) the Competition through APIs
• The API Economy Journey Map: How Are You Doing?
• API Economy Journey Map FAQs
• Discussing Your API Initiative With the Legal Department
• Why Isn’t My API Achieving the Desired Results?

19. Alan’s Articles, Blogs, Papers, and
Videos…
Industry
• API use cases for every industry
• APIs for Aerospace and Defense Blast Off
• What’s driving APIs in Automotive?
• Identifying API Use Cases: Automotive (white paper) + Blog
• Banking on APIs
• Banking on APIs – part 1 and part 2 (podcast)
• PSD2: Banking and the API Economy (video panel discussion)
• Q&A with the Head of Technology at Open Banking Ltd.
• Identifying API Use Cases: Banking (white paper) + Blog
• Drilling into API usage in Chemical and Petroleum
• APIs for CPG – Managing Bathrooms to Supply Chains
• Learning your ABCs using APIs – APIs in Education
• No Shock the Electronics Industry is Charged Up about APIs
• Financial Services – Planning to Retire on APIs
• Identifying API Use Cases: Life Insurance / Financial (white paper) + Blog
• Government APIs – Do More with Less
• Identifying API Use Cases: Government (white paper) + Blog
• Healthcare APIs – A Cure to Accessing Healthcare Systems
• Healthcare Providers – A Prescription for APIs
• Identifying API Use Cases: Healthcare / Life Sciences (white paper) + Blog
• Healthcare and APIs (podcast)
• APIs for Insurance – Avoid the Risk of Falling Behind
• Identifying API Use Cases: P&C Insurance (white paper) + Blog
• APIs: A Prescription for Challenges in Life Sciences
• Building APIs for the Manufacturing Industry
• Media and Entertainment – Hooray for APIs!
• Unearthing API Use Cases in Metals and Mining
• Today’s Special: APIs for the Retail Industry
• Identifying API Use Cases: Retail (white paper) + Blog
• ReshAPIng Cities – Using APIs to Build Smarter Cities
• Software Industry API Use Cases – Eating Our Own Cooking
• Telecom and APIs – Now We Are Talking
• Identifying API Use Cases: Telecommunications (white paper) + Blog
• APIs are Taking Off In Travel and Transportation
• APIs for Utilities – Let’s Do Something About the Weather!
• API Industry Standards and Regulatory Requirements
Architecture, Technology, and IBM API Connect
• Introducing API Connect (video)
• APIs and SOA – Better Together (video)
• API Connect Video Series: APIs and Services What’s the difference? (video)
• Positioning APIs and Services – Let’s End the Confusion!
• How To Get To Two Speed IT
• An ESB is Not API Management
• Is a Combined ESB and API Management a Good Idea?
• IBM Brings Multiple Integrations To a Single Platform; Focuses on Optimizing
Integration for the Multi-Cloud Enterprise (interview)
• Using APIs and Microservices as a Fast, Low-Cost and Low-Risk Innovation
Engine (article)
• API Connect Video Series: IOT – Focus on Security (video)
• Internet of Things APIs – Focus on Security
• Analytics: The Icing on Top of Your API Management Cake
•Clearing Up Misconceptions About APIs and Microservices
•Which Comes First, The API or The Service?
•Do Not Be Afraid of API Initiative SUCCESS
•Integration Architecture Decisions – APIs, Services, and Microservices
•Use API-First Design to Address Multi-Cloud Architectures (article)
•How Do You Ensure API Quality?
• API Connect V2018 Whitepaper Now Available
• Ping Identity and IBM Partner to Protect Against API Cyberattacks
• IBM API Connect Wins 2019 iF Design Award