Open Digital Services - Basel Salloum & Salim Hemdani


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Razorfish Group VPs Basel Salloum and Salim Hemdani deliver this presentation on Open APIs, and how they can transform your business, at the 2011 Razorfish Technology Summit.

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Open Digital Services - Basel Salloum & Salim Hemdani

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  3. 3. Open Digital ServicesSM<br />Accelerating innovation through odsSM<br />SalimHemdani and Basel Salloum<br />
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  5. 5. “Innovation distinguishes between a leader and a follower.”<br />- Steve Jobs<br />
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  8. 8. Just creating something new doesn’t always survive and thrive. Innovation needs to be continuous!<br />
  9. 9. Product / Business Cycle<br />Re-Inventing<br />Business<br />How quickly is the landscape changing?<br />GROWTH<br />Concept<br />Creation<br />Concept<br />Development<br />Market<br />Development<br />Business<br />Optimization<br />Harvesting<br />TIME<br />
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  12. 12. May 24th 2007 FacebookUnveils Platform for Developers of Social Applications<br />
  13. 13. I was tweeting on my iPhone…<br />2007<br />iPhone Launch<br />2010<br />Official Twitter App for iPhone<br />
  14. 14. In the fast changing digital world you need more than just your staff to innovate for you!<br />
  15. 15. Rob McEwen Goldcorp Challenge<br />
  16. 16. Leverage the power of community. It is the best way to sustain your competitive advantage!<br />
  17. 17. Open Digital ServicesSM (ODS)<br />
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  20. 20. Open APIs – A Snapshot There has been a drastic increase in the number of brands opening their APIs<br />Source:<br />
  21. 21. Open APIs – the Breakdown<br />Based on 3000 Open API platforms *<br />Selected top 15 categories<br />In 2006 there were 352 open APIs. In 2011 there are over 3000 open APIs… and growing<br />From 2009 to 2010 the number of Open API’s almost doubled<br />* Source:<br />
  22. 22. The Open APIs Movement<br />New businesses are being conceived out of the Open APIs movement<br />NATIVE DATA<br />OPEN API<br />INNOVATION<br />NEW BRAND<br />
  23. 23. Trends<br />Open APIs are becoming a primary platform – your website is just an extension of that<br />Traditional and large brands in certain industries such as financial services and healthcare are starting to embrace Open APIs<br />Major shift in data formats and protocols, such as SOAP vs. REST – no clear winner yet<br />
  24. 24. Ok, we’ve been hearing about Open APIs for years, but where is it all going?<br />
  25. 25. There has been a proliferation of application platforms and devices<br />
  26. 26. Data and transactions are growing and growing and growing…. The cloud is bigger than it’s ever been.<br />
  27. 27. Open APIs are connecting all the dots. <br />End result: Data and transactions are everywhere at anytime.<br />
  28. 28. Innovation through THE Community<br />Why should I open my data and systems?<br />Extend your innovation boundaries to external consumers, which will create a decentralized innovation engine<br />Innovation through internal developers<br />Developer, partner, vendor, supplier, publisher, advertiser, etc.<br />Internal developers<br />Proprietary APIs<br />Open APIs<br />Data, transactions, functionality<br />Data, transactions, functionality<br />
  29. 29. Why should I open my data and systems?<br />Introduce new sales channels and drive revenue<br />Increase brand equity and perception <br />Regain business focus on core competency<br />Revenue Model<br />Open API<br />Cost Savings<br />Brand Equity<br />Brand Goals<br />
  30. 30. Why shouldn’t you?<br /><ul><li>5 Billion API calls / day (April 2010)
  31. 31. 20 Billion API calls / month (January 2011)
  32. 32. 5 Billion API calls / day (October 2010)
  33. 33. 3 Billion API calls / day, 75% of all traffic (April 2010)
  34. 34. 8 Billion API calls / month (March 2009)
  35. 35. 3 Billion API calls / month (March 2009)
  36. 36. 8 Billion API calls / month (March 2008)</li></li></ul><li>What to Keep in Mind<br />Remember that you’re building a software platform, not a website or mobile application<br />Start small and simple – think iterative and agile<br />Leverage cloud infrastructure<br />Implement open APIs as a layer on an ESB or similar architecture – decouple from proprietary APIs<br />Not every brand is a candidate for Open APIs, although most are<br />
  37. 37. Predictions<br />For most brands, Open Digital ServicesSM platforms will become a core element of their digital strategy – a must-have offering<br />Traditional brands in certain industries such as financial services and healthcare will continue to embrace Open APIs, but at a much faster pace <br />More product and service providers will emerge as specialists in Open APIs<br />Your website will not matter as much as your APIs<br />
  38. 38. If you're still contemplating whether to build it or not, your competitors already started building it.<br />
  39. 39. Case Study<br />Best Buy<br />
  40. 40. BBYOpen<br />BBYOpen APIs…<br />Products API<br /> product information<br />Stores API<br />BBHY Store information including location<br />Commerce API<br />Enables BBY transactions via any web enabled device<br />Offers API<br />Access to BBY offers and deals<br />And More…<br />Take what we know and what we sell…<br />To customers wherever they have a technology need<br />
  41. 41. 250 Million API Calls per Month<br />
  42. 42. Interesting Key Insights<br />Best Buy Open API initiative was kicked-off by IT team, not by Marketing<br />3 years later Best Buy Open is one of the top priorities for Marketing department<br />
  43. 43. Thank You<br />SalimHemdani and Basel Salloum<br />