Why API Management is Not Enough


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API management came about to help companies create and manage developer ecosystems by following in the footsteps of the successful API programs of Twitter and Facebook. Today with mobile apps and new web development based on an API-first strategy, APIs are no longer just a way to power a company's developer program, they're the connective tissue that powers all the interactions with customers and partners across an extended value chain.

Join Ed Anuff and Dilshad Simons to learn the profound technical and business implications of this shifted landscape and to discuss API Management, its shortcomings, recent advances, and real-world deployments.

We will discuss:
- How enterprise APIs create new channels, unlock value of data, and fuel innovation
- The benefits of structuring your development around an API-first platform strategy
- Getting a full 360-view across all your channels of interaction by tying your analytics and business intelligence directly into your API-tier

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  • Introduce yourself
  • APIs were the answer to fostering innovation around existing IT resources
    On the Internet, it was about creating more experiences touching Internet services faster than Internet companies could address themselves
    In the enterprise, SOA had been built but apps had not caught up
  • A lot of the early API companies here were Internet
    Consumer internet led but enterprise started to follow
  • This slide shows what types of APIs were strong – commerce and social were very strong
    Early APIs were all commerce, still very important
  • So we really started to see a lot of non-Internet companies added to the list
  • We start to see the same pattern
  • API design and API programs became a big deal
    Developers actually critique APIs and it became news
  • So what were we saying?
    Well, we really always focused on developers
    We were very prescriptive
  • This was Apigee API Management in 2010
    We knew there was more to it, but this is what people were looking for
  • The portal is really the public face of an API program
    It’s the front door… keys…. Documentation….
  • And measurement
    The API team started to get defined more clearly
    Most vendors stop here
    Boxing of API management
    Roles defined
    Operational model
  • mobile needed APIs for the connectivity and agility
    Lot of mobile efforts were 1st party, not 3rd party
    Digital agencies hired and fired
    New developers hired for specialized skills, not familiar with enterprise’s existing systems
    Apps first
  • so this really started to catch on around 2011
    smartphone apps had been around since 2007, 2008 but 2011 is when everyone realized they had to get on board
  • We can see the chronology
    Remember the first few years people were still overwhelmed by the novelty
    Look how the number of apps really started to build by 2010, 2011
    Enterprise followed by 2011
  • and Apigee was there
    This is what our customers wanted to hear about
    APIs and apps were being driven by the same teams and we were hearing from them about their app strategies and communicating what we were doing
  • app patterns not just API patterns
  • Enterprises started to make the news with their apps and APIs
    Walgreens is an Apigee customer
  • Even CFOs are getting in the act
  • It’s important to define “internal”…
    - means internal devs building external apps
  • An so the Apigee product
    You can see apps in the mix
  • We even added metrics
  • Lots of apps got built
    A lot of these are Apigee customers
  • apps were running on more than just smartphones
    apps were running everywhere, which brings us to…
  • Apps are everywhere
    They are not an experiment
    They are a channel
    The CDO role becomes real because of this channel
  • omni-channel doesn’t mean just retail
  • A lot of ecommerce platforms like ATG were already at end of life
    Only designed for stored fronts not mobile
    API-first solves that
  • All your customers are connected all the time
    All interactions are via APIs
  • Wearables extend that connection to you
    Smart sensors in your clothing, lots of innovation here, Nike, startups like Pebble, Apple is doing something
  • There are a huge number of applications and business are already identifying these
  • and this is part of the executive suite
    this is a role that’s entirely made possible by the digital channel and APIs
  • And that’s where we see APIs sit in the enterprise architecture
    Managing the digital channels
  • And analytics is what makes it useful to the CDO and the CIO
    Measuring the end-to-end value chain
    API management really only worried about a subset of this, which is why you need to think the apps
  • API first goes pervasive and mainstream
    People are adoption api-first to build out their channel strategies
    But business are simply the optimization of resources to channels
    And that is the essence of digital transformation
    Business puts up a website but your website becomes your business, same for apps, same for apis
    When this happens, you become a platform
    And you do business as a platform, which is multi-api ecosystems – AT&T and GM example
    And you automate your channel responses ie. adaptive computing
  • API first goes pervasive and mainstream
    People are adoption api-first to build out their channel strategies
    But business are simply the optimization of resources to channels
    And that is the essence of digital transformation
    Business puts up a website but your website becomes your business, same for apps, same for apis
    When this happens, you become a platform
    And you do business as a platform, which is multi-api ecosystems – AT&T and GM example
    And you automate your channel responses ie.e adaptive computing
  • Why API Management is Not Enough

    1. 1. API Management is not Enough
    2. 2. @edanuff Ed Anuff @apimorphosis Dilshad Simons
    3. 3. youtube.com/apigee
    4. 4. slideshare.com/apigee
    5. 5. community.apigee.com
    6. 6. Agenda • • • • CC-BY-SA Open APIs Mobile apps API first What is next
    7. 7. Open API Era • Create an ecosystem for innovation • Open APIs to developers • Build a developer community CC-BY-SA
    8. 8. 2009 CC-BY-SA
    9. 9. 2009 CC-BY-SA
    10. 10. 2009 CC-BY-SA
    11. 11. 2009
    12. 12. 2010 CC-BY-SA
    13. 13. Apigee’s Advice Engagement • Building community • Creating and distributing content • Communication with developers and partners Experience • Helping developers build faster and more easily • Tools and support • Access to information Awareness • Reaching developer audiences • Driving awareness and traffic CC-BY-SA 2010
    14. 14. Apigee API Management Developer Portal Developers API Team Gateway APIs Apps Analytics CC-BY-SA 2010
    15. 15. Developer Portal CC-BY-SA
    16. 16. API Metrics Visibility for all stakeholders App Developer Product Manager Ops How are the APIs my app uses performing? How is my API adoption? What is the response time per request? How is my app adhering to API terms of use? How can I improve my API? Do I need to allocate more resources at peak times? CC-BY-SA
    17. 17. Mobile App Era • Mobile creates new market opportunity • APIs connect app development teams to IT services • APIs shift from open-first to internal-first as applications catch up with services CC-BY-SA
    18. 18. CC-BY-SA
    19. 19. CC-BY-SA
    20. 20. CC-BY-SA
    21. 21. Use Case Design Pattern Identity Social Graph Show what’s happening Activity Stream Show what’s nearby Location as context Alert me! Push notifications Share info or state across devices Multipoint sync Access a service remotely The untrusted client CC-BY-SA
    22. 22. CC-BY-SA
    23. 23. CC-BY-SA
    24. 24. https://blog.apigee.com/detail/why_apis_anatomy_of_an_internal_api_initiative CC-BY-SA
    25. 25. Apigee Product CC-BY-SA 2012
    26. 26. CC-BY-SA
    27. 27. https://blog.apigee.com/apigee_acquires_instaops_embracing_the_apps_everywhere_world CC-BY-SA
    28. 28. Apps, apps, and more apps RedBox Financial Times Blockbuster CheezBurger Telefonica TuMe Kohl’s Kaiser SocialTagg GramCentral Nest Nike Home Depot Disney Love PowerUP Sears Samtrafiken GM OnStar Target Party LIst Panasonic Chegg Cars.com Earth Networks SpartanApp RepairCenter Walgreens HCSC Citrix GTM Staple’s Coke CVS RocketLawyer Hikebike PrintWare LYCL.Inc
    29. 29. The App Economy Tablet Mobile Device Web App Website Smart Phone DVR Partner Integration Your Company Gaming Console Innovation Internet TV Connected Car 2000 CC-BY-SA 2006 Today
    30. 30. API-first Era • Omni-channel becomes real • New role - Chief Digital Officer • APIs become the digital channel CC-BY-SA
    31. 31. CC-BY-SA
    32. 32. CC-BY-SA
    33. 33. https://blog.apigee.com/detail/in_search_of_cdos CC-BY-SA
    34. 34. The New Infrastructure Mobile ESB, SOA, App Servers, Databases Point of Sale Partner Web Apps APIs Data
    35. 35. API, App & Analytics Infrastructure API Management App Consumption • • • • API Exposure API adaptations needed for apps Enable developers for business Security for app-to-API App and behavior analytics • • • • APIs architected for abstraction Enable developers for API use Security for API-to-backend API Analytics Analytics User App Developer API API Team Backend
    36. 36. What’s Next?
    37. 37. Digital Intelligence Era • Every enterprise is a digital platform • Multi API provider ecosystems become real • Digital platforms become adaptive systems CC-BY-SA
    38. 38. From Digital Channels to Digital Intelligence Web Smart phones Tablets Wearable Electronics Enterprise Data API API Kiosks Partner Integration Connected Cars Smart Sensors Smart Appliances Gaming Consoles CC-BY-SA
    39. 39. API Management is not Enough Think beyond developer portals and access keys Think beyond apps vs web Think beyond calling APIs Think API first CC-BY-SA
    40. 40. @edanuff Ed Anuff @apimorphosis Dilshad Simons Questions?
    41. 41. Thank you!