The web is going APE-shit over API’s. And we tend to think the web is right.
We believe businesses should start thinking API-first.
Between your customer and your service, there is often a slew of silo’s. Hopefully they work together pretty well. Each of these uses one or more tools in the interaction layer. A website, email campaigns, telephone or mail... This can become confusing for the customer of your service. It can dilute your service.
This interaction layer requires development, flexibility and speed in it’s adaptation to new customer demands, and a good internal alignment of all silo’s. This requires a lot of effort.
Ideally, customers would be using your service even if the interaction layer isn’t that good.
Customers will be choosing those services that have the best interaction layer for them. But since the web is going API shit, interaction layers will be bypassed more and more, and replaced with stuuf like Amazon echo and the amazon button. Direct to API Evcen further: Google home -> forming a network.
Let others take care of the interaction layer. Quite often they are much better suited for this. , but excel at your service, and invest in becoming the preferred partner of the network. You can do this by decoupling your interaction layers and invest in a direct line with your service. In the end, it is your service that brings value to your customer.
We believe the best way to obtain this is by bootstrapping your service with an API and make it accessible to the network in that way. Others might be much better in constructing those interaction layers. They can bring
Now, if you formulate it like this towards your customers, chances are, they react like this...
No, that’s not true. It’s more like this.
Become your own API’s customer. It will provide you with something tangible and give you great insights on your service, which in turn can help you improve it.
Access to the API, it’s features and the data within the APIcan still be fully managed.
The required mind-shift is possibly the biggest challenge of them all. This needs change management. This needs transformation. I’m sure The interview sessions following this talk will elaborate on this topic.
Your brand will be disintermediated (on the level of interaction layers). We believe your best marketing are your services. The alternative is investing more and more into shouting about your relevance to the network whilst becoming less and less relevant to it. You should be marketing your service through marketing your api.
So to anyone involved in digital projects, be sure to ask yourself: Do we really need to invest into another interactionlayer, or should we focus towards setting free our service through API’s.
Thank you. Thank you and enjoy the rest of the afternoon.