How to Get Your Business Selling in the API Economy


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Delivering ecommerce and content together in the form of a streamlined, easy-to-consume API is the best way to spark innovation, sell from within digital and mobile channels, and generate new streams of revenue. When ecommerce is combined with advanced API management, businesses can create a powerful, scalable back-end-as-a-service (BaaS) capable of driving websites, mobile apps, and emerging touchpoints such as wearable devices. Join us as Sachin Agarwal, VP Product Marketing at SOA Software, and Elastic Elastic Path Commerce Architect Andrew Lau reveal the most effective ways to get your business selling into the API economy, and how to maximize your investments in ecommerce, content management, and APIs.

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How to Get Your Business Selling in the API Economy

  1. 1. How to Get Your Business Selling in the API Economy Moderator: David Chiu, Commerce Strategist, Elastic Path Presenter: Andrew Lau, Commerce Architect, Elastic Path Presenter: Sachin Agarwal, VP Product Marketing, SOA Software
  2. 2. SOA Software • SOA Software is an API Management and SOA Governance leader • More than 300 customers – many Fortune 1000 • On-Premise and Cloud offerings • Gartner and Forrester leader
  3. 3. Elastic Path • Elastic Path software adds omnichannel ecommerce, subscriptions, and enhanced connectivity to digital engagement platforms • Enables companies to deliver a truly complete customer experience • Run the world’s #1 Ecommerce Blog Get Elastic • Every year, we generate billions of dollars in digital revenue for the world’s best brands
  4. 4. What is an API? Your APIYour Customers Your Application
  5. 5. The API Economy
  6. 6. Capture new Opportunities with APIs  Drive Innovation  Increase Reach  Support New Devices  Discover New Business Models  Increase Partner Network
  7. 7. Adopting an API Strategy
  8. 8. Securing your Digital Channels • Authenticate the user • Control what the App can can access • Rate Limit access • Protect from hackers • PCI compliance Au/Az/SSO Licensing Quota Management Protection
  9. 9. Security Cross-cutting Security • Aspects that cut across a given API should be offloaded to a Gateway. • Examples: Throttling, App IDs and Keys, Security certificates Roles-based Access Control • If multiple roles are intrinsic to your API, these are best modeled and handled by the API itself. • Finer-grained hypermedia resources makes offloading to an API gateway difficult
  10. 10. Authentication/Authorization/SSO Control and restrict access to your APIs Make it easy yet secure
  11. 11. Security OAuth is hard Really really hard... Test that your API works with different API Gateways. Confirmation that the API architecture correctly separates concerns: Authentication, Identity, Access Control
  12. 12. Licensing Package your APIs in different ways Restrict what the App can access
  13. 13. Quota Management/Rate Limiting Restrict the number of calls an App can make Apply controls based on context, affinity, segmentation etc.
  14. 14. Performance & Reporting API Monitoring • Aggregated metrics such as response, SLA thresholds, error/failure rates can be pushed out to an external system Reporting • Domain specific data, such as those in context of the API subject and resource, should be captured by the API
  15. 15. Protection Protect from Denial of Service and other forms of attack Scan APIs for viruses and malformed content
  16. 16. Scaling Your APIs Caching for quick access globally Paging to improve User Experience
  17. 17. Developer Community The DX Experience • The end to end experience is now key. Sign-up, access requests, interactive docs, timely support are now the expectation. DX is not just having a beautiful API design. API portals are marketing tools • The API sign-up process should be treated as a marketing activity. Track funnel, metrics, campaigns. • Build it and they will come doesn’t apply in a world where APIs are readily available
  18. 18. API Orchestration and Mediation Aggregate multiple backend services Selectively call services based on business logic≈
  19. 19. Mediation • Mediation is key to abstracting back-end changes from the client applications • Common commerce example: Abstracting the payment gateways.
  20. 20. Versioning • Hypermedia can be versionless • Clients need to follow the rules: o Enter only via the entry points o Always follow links o Ignore relationships you don’t recognize o Deprecate relationships like traditional API methods • Hypermedia doesn’t have to be versionless o Leverage the Gateway to support multiple versions
  21. 21. Transformation • Competing Media Types are healthy o Siren, HAL, Collection+JSON, Collection.Doc are just the start • Content Types are no longer as polarizing. JSON is winning, XML is still useful. What other content types we will want to utilize in the future?
  22. 22. Summary Slide Digital Commerce + Content Management + API management Call to action
  23. 23. Discussion with SOA Software & Elastic Path If you have questions please reach out to us at