Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

API Product Management for Product Managers

1,637 views

Published on

Treating API as products is the best chance for business success. This presentation shows the API product management methodology and the right mindset to create API products that enable organizations to join the API economy. This presentation was held at the Product Management Festival 2018, Zurich

Published in: Internet
  • Download or read that Ebooks here ... ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

API Product Management for Product Managers

  1. 1. API PRODUCT MANAGEMENT Product Strategy and Execution for the Digital Economy Andrea Zulian & Amancio Bouza Product Management Festival - Zurich, 14th November 2018
  2. 2. Andrea Zulian Senior Product Manager & Intrapreneur @Swisscom Author of API Product Management https://www.linkedin.com/in/andreazulian/ Amancio Bouza, PhD Principal Consultant & Intrapreneur @ipt Author of API Product Management https://www.linkedin.com/in/amanciobouza/
  3. 3. You Have Two Options
  4. 4. 50%of all the medium and large sized companies that are exposing APIs will establish the role of API Product Manager until 2019 (Gartner: “Create the Role of API Product Manager as Part of Treating APIs as Products", 2018)
  5. 5. THE API API = Application Programming Interface Source: http://api-as-a-product.com/articles/beginner-guide-api/
  6. 6. HOW TO USE THE API, NOT! Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  7. 7. HOW TO USE THE API, NOT! Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  8. 8. FROM INSIDE-OUT TO OUTSIDE-IN Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  9. 9. VALUE PROPOSITION CANVAS Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  10. 10. VALUE PROPOSITION INTERFACE CANVAS Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  11. 11. Ultimately, the API is about the interface to a value proposition, not to an application API Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
  12. 12. Ultimately, the API is about the interface to a value proposition, not to an application VPI Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
  13. 13. ”Treating APIs as products with an accompanying product life cycle increases the chances of digital business success” Gartner
  14. 14. Brief history of the Web API From API technology to API economy 2000 Digital companies like Salesforce, eBay, Amazon and Google make their products accessible via APIs Web API 2015 Organizations rethink Outside-in Customer-centric API as a Product API Management 2013 Early adopters use API management platforms to publish APIs API Economy 2018 API product management methodology
  15. 15. THE API ECONOMY
  16. 16. make digital society and digital business workAPIs
  17. 17. APIs open new business opportunitiesWHY APIs
  18. 18. ”Taking advantage of innovations in digital technologies to create new business models, services and experiences remains a priority for many organizations” Gartner
  19. 19. Each wave asks you to change the way you see the world, from being very internally focused to being part of a dynamic, evolving business ecosystem. 11 VALUE CHAINA focus on the Value Chain using APIs to developing and optimizing internal processes WAVES of Business Innovation Driven by APIs
  20. 20. Each wave asks you to change the way you see the world, from being very internally focused to being part of a dynamic, evolving business ecosystem. 2 1 2 PLATFORM-LED 1 VALUE CHAIN A focus on creating new API-based products and services and using platforms to deliver them A focus on the Value Chain using APIs to developing and optimizing internal processes WAVES of Business Innovation Driven by APIs
  21. 21. Each wave asks you to change the way you see the world, from being very internally focused to being part of a dynamic, evolving business ecosystem. 3 2 1 3 DISTRIBUTEDA focus on playing a part in the ecosystem, influencing it with valuable API-based/API-supported products and services 2 PLATFORM-LED 1 VALUE CHAIN A focus on creating new API-based products and services and using platforms to deliver them A focus on the Value Chain using APIs to developing and optimizing internal processes WAVES of Business Innovation Driven by APIs
  22. 22. VALUE CHAIN AND PLATFORM-LED PLAYGROUND
  23. 23. The Brand-Centric Ecosystem
  24. 24. The Brand-Centric Ecosystem
  25. 25. The Brand-Centric Ecosystem
  26. 26. The Brand-Centric Ecosystem Customer experience is directly shaped by the company’s products
  27. 27. The Brand-Centric Ecosystem Companies compete for the market share within their own Industry Delivered features and services control the customers’ experience Successful companies are the ones who transform customers in fans API Products to optimizing internal processes or enabling new services
  28. 28. DISTRIBUTED BUSINESS PLAYGROUND
  29. 29. The Customer-Centric Ecosystems
  30. 30. The Customer-Centric Ecosystems
  31. 31. The Customer-Centric Ecosystems
  32. 32. The Customer-Centric Ecosystems Companies influence the customer experience providing products and services in collaboration with other ‘influencers’
  33. 33. The Customer-Centric Ecosystems Companies compete to forge partnerships with leaders in other Industries and markets Companies play a part, influencing and not controlling customers’ UX Successful companies are the ones that are open and connected API Products are the Building Blocks of the Distributed Digital Business
  34. 34. API PRODUCTS Are products offered ‘as-a-service’
  35. 35. API PRODUCTS Are products offered ‘as-a-service’ and consumable through APIs.
  36. 36. API PRODUCTS Are products offered ‘as-a-service’ and consumable through APIs.
  37. 37. API PRODUCTS Are products offered ‘as-a-service’ and consumable through APIs. A good one is a perfect piece of the customer’s ecosystem puzzle.
  38. 38. API PRODUCTS Are products offered ‘as-a-service’ and consumable through APIs. A good one is a perfect piece of the customer’s ecosystem puzzle.
  39. 39. API PRODUCTS Are products offered ‘as-a-service’ and consumable through APIs. A good one is a perfect piece of the customer’s ecosystem puzzle.
  40. 40. API PRODUCTS Are products offered ‘as-a-service’ and consumable through APIs. A good one is a perfect piece of the customer’s ecosystem puzzle. Also, it fits perfectly on many puzzles.
  41. 41. GREAT API PRODUCTS API Products that strongly influence the customers’ ecosystems in the connected world. Are adopted by a network of partners who are leaders in their Industries and Markets.
  42. 42. Every Industry will be facing a disruption! No matter how well established are your companies and their market share. DIGITAL ECONOMY
  43. 43. Offer Cloud Communications PaaS offered via APIs (programmable telco services) Market Worldwide, b2b. 40K+ customers and strategic partners Industry Communications Concept Starting from Amazon’s API first culture, Twilio disrupted telco B2B connectivity market Case Study: Twilio Twilio disrupted the telco industry with a 100% APIs-based offer
  44. 44. Case Study: Twilio Twilio disrupted the telco industry with a 100% APIs-based offer Offer Cloud Communications PaaS offered via APIs (programmable telco services) Market Worldwide, b2b. 40K+ customers and strategic partners Industry Communications Concept Starting from Amazon’s API first culture, Twilio disrupted telcos B2B connectivity market
  45. 45. Case Study: Swisscom Smart Catalogs With Smart Catalogs, Swisscom improves the offer for its Enterprise customers Offer MVP launched on Q1 2018. Inventory, Orders, and Reporting capabilities via APIs Market Switzerland, b2b. 150+ (global) Enterprise customers and dozens of strategic partners (fleet management and technology) Industry Telecommunications Concept Line of adjacent API Products having the scope to support existing Swisscom Core products on the digital economy challenges
  46. 46. NATEL®go is the Swisscom last generation of mobile connectivity products for Enterprise customers. Smart Catalogs for NATEL®go is the API Product offered to customers and partners launched as MVP in Q1 2019. The target potential revenue of the API product is estimated in about $24 Mil./Year. Customers with direct contract 700 Target Customers Number of Enterprise customers identified as the target segment of Smart Catalogs 150+ Managed Customers at Q3 2019 Number of Smart Catalogs for NATEL go managed Enterprise customers after 8 months from launch 1,000,000 Target Subscriptions Number of overall Enterprise mobile subscriptions managed by Swisscom 300.000 Managed Subscriptions Number of subscriptions managed through Smart Catalogs for NATEL go after 8 months from launch CASE STUDY: SMART CATALOGS for NATEL®go 97.3% Customers managed through Partners 2.7% b2b b2b2b
  47. 47. Design Concepts Interactively streamline robust core competenc and next-generation architectures Design Concepts Interactively streamline robust core competenc and next-generation architectures Design Concepts Interactively streamline robust core competenc and next-generation architectures Design Concepts Interactively streamline robust core competenc and next-generation architectures Case Study: Sonos With Smart Catalogs, Swisscom offers Inventory, Orders, and Reporting capabilities to its Enterprise customers
  48. 48. Case Study: Smart “ready to” Smart “ready to”. Digital services make life easier in the city Offer Digital services to make the life of Smart owners easier in the city Market Worldwide, b2b2c. customers and strategic partners in other industries Industry Automotive Concept You are not merely buying a city-car, but a plethora of services that fits perfectly on your ecosystem
  49. 49. Case Study: Smart “ready to drop” Turn your boot into your personal DHL Parcel Box Offer Digital services to make the life of Smart owners easier in the city Market Worldwide, b2b2c. customers and strategic partners in other industries Industry Automotive Concept You are not merely buying a city-car, but also a flexible parcels delivery box
  50. 50. API PRODUCT MANAGEMENT Do the right thing right!
  51. 51. THE API PRODUCT MANAGEMENT BOOK The key topics covered by the methodology, from conception to launch. 02 CONCEPTION How to use Usability Studies results and data analytics to defining the next killer features DRIVEN BY DATA AND ANALYTICS 01 Understand the API Economy and create API Products that fit with your company’s business INSPIRED BY A CONNECTED WORLD
  52. 52. The one-pager API Product strategy canvas is an efficient communication tool towards delivery teams and stakeholders API PRODUCT CANVAS Customer-centered design tools and methodologies for API Product design FOCUSED ON CUSTOMER’S PROBLEMS Partnerships-based competitive analysis and effective API Products monetization strategies COMPETITIVE ANALYSIS & MONETIZATION 03 04 05 STRATEGY CONCEPTION
  53. 53. Clear roadmaps with features’ measurable goals for generating trust and involving teams GOAL-ORIENTED ROADMAPS Intuitive User Interfaces are crucial for faster and broader API Product adoption SIMPLICITY IS THE ULTIMATE SOPHISTICATION Problem-solution fit and product-market fit validations through Usability Studies conducted with prototypes PROTOTYPE FIRST! 06 08 07 EXECUTION STRATEGY
  54. 54. Tools and channels for efficient API Products delivery, distribution, and monitoring TOOLS & CHANNELS09 LAUNCH EXECUTION APIPRODUCTMANAGEMENT.COM
  55. 55. DIGITAL JOURNEY Can we relax and enjoy it?
  56. 56. YOUR DIGITAL JOURNEY ACTUALLY, IT’S A DIGITAL RACE !
  57. 57. WE NEED YOUR HELP Contribute to the book getting free access to its MVP (in-progress versions) and provide your feedback. Your name will be included in the list of contributors. Please join the API Product Managers group we created for #PMF18 on Linkedin to be waitlisted.
  58. 58. Join the group here:
  59. 59. backup slides
  60. 60. DIGITAL TRANSFORMATION Source: https://medium.com/api-product-management/what-is-digital-transformation-digitalization-and-digitization-c76277ffbdd6
  61. 61. THE COMPLEXITY OF API STAKEHOLDERS
  62. 62. LEAN API DEVELOPMENT
  63. 63. Two Breeds of API
  64. 64. API VALUATION MATRIX
  65. 65. API SERVICE BLUEPRINT
  66. 66. API SERVICE BLUEPRINT EXAMPLE
  67. 67. API PRODUCT MAP
  68. 68. HOW TO BUILD AN MVP

×