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APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

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The Platform Economy, the API Economy and what we can learn from them
Melanie Gabriel, dizmo AG

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APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

  1. 1. ___ linkedin.com/in/mgabriel3 @melanieXgabriel The Platform Economy. The API Economy. And what we can learn from them. Melanie Gabriel, Head of Marketing at dizmo.com
  2. 2. The digital economy has become intertwined with the traditional economy. MelanieGabriel|APIdaysZurich|May22,2019
  3. 3. ___ The Platform Economy.
  4. 4. The idea behind platforms in its essence has been known by generations throughout millennia. MelanieGabriel|APIdaysZurich|May22,2019
  5. 5. Platform Model Platform Producer Consumer Producer Consumer Traditional (“Pipe”) Model MelanieGabriel|APIdaysZurich|May22,2019
  6. 6. Traditional (“Pipe”) Model Platform Producer Consumer Producer Consumer Value Creation Platform Model MelanieGabriel|APIdaysZurich|May22,2019
  7. 7. Traditional (“Pipe”) Model Platform Model Platform Producer Consumer Producer Consumer Value Creation Value Consumption MelanieGabriel|APIdaysZurich|May22,2019
  8. 8. Platform Model Platform Producer Consumer Producer Consumer Value Creation Value Consumption Traditional (“Pipe”) Model MelanieGabriel|APIdaysZurich|May22,2019
  9. 9. Traditional (“Pipe”) Model Platform Model Platform CreationCreation Consum ption Consum ption Producer Consumer Producer Consumer Value Creation Value Consumption MelanieGabriel|APIdaysZurich|May22,2019
  10. 10. A user can be consumer and producer at the same time. Producer Consumer Plattform MelanieGabriel|APIdaysZurich|May22,2019
  11. 11. Successful platforms solve the chicken and egg problem. Producer Consumer MelanieGabriel|APIdaysZurich|May22,2019
  12. 12. Platforms leverage network effects. 2 Users 1 Connection 8 Users 28 Connections MelanieGabriel|APIdaysZurich|May22,2019
  13. 13. Source: Galloway, 2017 The top five companies* in the world are based on the platform business model. * based on market capitalisation MelanieGabriel|APIdaysZurich|May22,2019
  14. 14. Source: Chevallier (2019) MelanieGabriel|APIdaysZurich|May22,2019
  15. 15. The API Economy is an enabler for turning a business or organization into a platform. Kristin R. Moyer, VP at Gartner, 2016 MelanieGabriel|APIdaysZurich|May22,2019
  16. 16. ___ The API Economy.
  17. 17. API Evangelist APIOps Cycles Author of API Product Management API University API-using company Serial Entrepreneur MIT Professor & Bestselling Author Platform Revolution Globally active and successful API company API Program Lead Nordic APIs Serial EntrepreneurFounder APIdays API-using company Investor in API company MelanieGabriel|APIdaysZurich|May22,2019 * For privacy reasons the experts’ faces are not displayed, if you want to know more about the research background and results, feel free to contact me directly.
  18. 18. API Economy is pure marketing. API Economy is the principle that drives the digitalization of companies and the society. It is the new taylorism, the new organization of work in the digital space. MelanieGabriel|APIdaysZurich|May22,2019
  19. 19. Technical Business Societal Perspective Perspective Perspective MelanieGabriel|APIdaysZurich|May22,2019
  20. 20. API Economy = APIs Technical Perspective MelanieGabriel|APIdaysZurich|May22,2019
  21. 21. API Economy = positive impact of APIs on a company’s monetary and non-monetary objectives. Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  22. 22. API as a product makes APIs tangible for customers. Example: Online on-boarding process Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  23. 23. APIs offer the opportunity to market company as cutting edge and innovation-driven. Example: Jeff Bezos’ Mandate, 2002 Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  24. 24. APIs enable new business models emerge, that are solely based on APIs. Example: Twilio, Stripe Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  25. 25. The customer relationship in the API Economy shifts towards business-to- developer (B2D). Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  26. 26. API Economy = Ownership of data that is transferred back and forth by APIs and the corresponding impact on society. Societal Perspective MelanieGabriel|APIdaysZurich|May22,2019
  27. 27. ___ How do these two economies relate to each other?
  28. 28. Technical Business Societal Perspective Perspective Perspective MelanieGabriel|APIdaysZurich|May22,2019 APIs are a subset of the Platform Economy, making a platform a platform. APIs are the driving force behind Big Tech’s monopoly position and do not give individuals much choice. APIs help platforms scale fast, extract data to improve product offerings and very easily integrate partners in their ecosystem.
  29. 29. ___ What impact does the API Economy have on the competition landscape?
  30. 30. The advent of the API Economy enables more collaboration between startups and incumbents. + MelanieGabriel|APIdaysZurich|May22,2019
  31. 31. API Economy enables the concentration on core competencies. MelanieGabriel|APIdaysZurich|May22,2019
  32. 32. Competition beyond industry borders. MelanieGabriel|APIdaysZurich|May22,2019
  33. 33. ___ Take-Aways
  34. 34. APIs are what websites were for businesses in the 90s. API Management API Product Management The right balance Business Culture B2D MelanieGabriel|APIdaysZurich|May22,2019
  35. 35. API Management should be a no- brainer. API Product Management The right balance Business Culture B2D API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  36. 36. It's about finding APIs for the customer and not customers for the APIs. The right balance Business Culture B2D API Management API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  37. 37. Being successful in the API Economy means having the right balance between internal and external APIs. API Management Business Culture B2D API Product Management API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  38. 38. Success is only 20% dependent on the technology, but 80% on the business culture. The right balance B2D API Management API Product Management API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  39. 39. The race for developers is won by the company that has the best developer experience to offer. API Strategy is a Must-Have The right balance Business Culture API Product Management API Management MelanieGabriel|APIdaysZurich|May22,2019
  40. 40. Thank you! linkedin.com/in/mgabriel3 @melanieXgabriel
  41. 41. ___ Sources
  42. 42. Bibliography Gabriel, M. (2019). API Economy – Competition through Inclusion in Times of Monopolization and Centralization Tendencies in the Platform Economy. Master Thesis*. University of St. Gallen.
 
 *The master thesis was supervised by Prof. Dr. Miriam Meckel and is unpublished as of May 22, 2019. Image Sources All icons were retrieved from thenounproject.com Backendless (n.d.). API Services Engine. Retrieved on May 19, 2019 from www.backendless.com Chevallier, M. (December 12, 2018). Les Gafa sont-ils dangereux? Retrieved on May 19, 2019 from www.alternatives-economiques.fr Galloway, S. (2017). The Four: the Hidden DNA of Amazon, Apple, Facebook and Google. Random House. Guo, J. (n.d.). Tokyo fish market print. Retrieved on May 10, 2019 from www.odlco.com Hobbs, A. (2018, December 12). Complete Guide: 10 Smart Factory Trends to Watch Retrieved on May 19, 2019 from www.internetofbusiness.com Starta (n.d.). How to solve the chicken and egg problem in an online marketplace. Retrieved on May 19, 2019 from www.thestarta.com Schweihofer, S. (n.d.). Farbkleck Aquarell Türkis. Retrieved on May 19, 2019 from www.pixabay.com

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