Enabling Business Success Using APIs


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Over the last six years, many organizations have gone through a transformation – completely changing the way they do business and/or interact with their customers. The rise of cloud computing and the ubiquity of mobile apps have created what has been referred to as “the new open enterprise”.

This webinar will look at drivers behind the open enterprise, challenges created by this new way of doing business and how APIs can empower you to meet these challenges in order to transform your organization. Ross Garrett, Director of Product Management at Layer 7 will explain how APIs make it possible to:
• Expand customer reach and maximize customer retention
• Integrate cloud and mobile technologies with legacy systems
• Unlock the value of enterprise technology investments and data
• Deliver products, services and solutions in innovative new ways

You will learn
• What key qualities define the new open enterprise
• How a major airline used APIs to deliver innovative new customer services
• How Layer 7 can help your organization execute an effective API business strategy

Published in: Technology, Business

Enabling Business Success Using APIs

  1. 1. Enabling Business  Success with APIs Ross Garrett, Director Product Marketing Ross.Garrett@ca.com | @gssor CA Layer 7
  2. 2. Housekeeping Ross Garrett Chat questions into the  sidebar or use hashtag:  CA Technologies Ross.garrett@ca.com #L7webinar layer7.com layer7.com/blogs @layer7 | @gssor Layer 7 2 Copyright © 2013 CA. All rights reserved.
  3. 3. Agenda  APIs : What are they? Why are they important?  What is driving API growth?  What are the Business Objectives for your API?  How to deliver on these Business Goals  Introduction to the Layer 7 API Management Platform  Q&A 3 Copyright © 2013 CA. All rights reserved.
  4. 4. APIs What are they? Copyright © 2013 CA. All rights reserved.
  5. 5. API = Application Programming Interface My API Your Code My Code APIs are for connecting computer software machines  Modules within a program  Programs on a server  Programs over local networks 5 Copyright © 2013 CA. All rights reserved.
  6. 6. Our businesses are running on software & machines  Enterprise Resource Planning  Customer Relationship Mgt  Supply Chain Mgt  Logistics  Ordering  Billing  etc. 6 Copyright © 2013 CA. All rights reserved.
  7. 7. Web APIs are for connecting web machines  Over the World Wide Web  Exploiting ubiquitous networks; public and private My API 7 Copyright © 2013 CA. All rights reserved.
  8. 8. We are surrounded by Web APIs 8 Copyright © 2013 CA. All rights reserved.
  9. 9. Did you check the weather today? 9 Copyright © 2013 CA. All rights reserved.
  10. 10. 10 Copyright © 2013 CA. All rights reserved.
  11. 11. 11 Copyright © 2013 CA. All rights reserved.
  12. 12. Why are APIs Important? 12 Copyright © 2013 CA. All rights reserved.
  13. 13. APIs are the Fabric of Our World 13 Copyright © 2013 CA. All rights reserved.
  14. 14. For many startups and disrupters, APIs are the  very core of their product 14 Copyright © 2013 CA. All rights reserved.
  15. 15. For most other organizations, APIs are the  leading edge of innovation 15 Copyright © 2013 CA. All rights reserved.
  16. 16. Even our things are controlled by APIs these  days 16 Copyright © 2013 CA. All rights reserved.
  17. 17. The API Market is Expanding Rapidly 17 Copyright © 2013 CA. All rights reserved.
  18. 18. Enabling Business Success with APIs Copyright © 2013 CA. All rights reserved.
  19. 19. Deploying an API is  easy  deploying an  effective API is  difficult 19 Copyright © 2013 CA. All rights reserved.
  20. 20. Effective == meeting business goals $ 20 Copyright © 2013 CA. All rights reserved.
  21. 21. The Basics… PRIVATE Used internally to  integrate backend  systems, and enable  cloud/mobile access PARTNER Used to provide access  to data with a trusted  business partner. PUBLIC Enable open access to 3rd parties, where no pre‐ existing business  relationship exists  Strategic Value: Strategic Value: Strategic Value: Innovation Collaboration Reach new customers Agility/flexibility Value add Drive brand awareness Efficiencies New revenue Unlock value of data 21 Copyright © 2013 CA. All rights reserved.
  22. 22. Enabling Business Success with APIs 1 2 Integration 3 Connected Devices 4 Revenue 5 22 Reach & Retention Innovation $ Copyright © 2013 CA. All rights reserved.
  23. 23. Reach & Retention 23 Copyright © 2013 CA. All rights reserved.
  24. 24. Reach & Retention  Exploit new channels to customers  and partners  Mobile  Social Media 24 Copyright © 2013 CA. All rights reserved.
  25. 25. Traditional Web Apps  25 No programmatic access from the Public Internet Copyright © 2013 CA. All rights reserved.
  26. 26. Apps Now Span Multiple Platforms  Mobile and social media apps require programmatic access  The days of hiding critical business services behind firewalls are over My Business 26 Copyright © 2013 CA. All rights reserved.
  27. 27. Apps Now Span Multiple Platforms  Mobile and social media apps require programmatic access  The days of hiding critical business services behind firewalls are over My Business You will need a Web API to  reach customers on mobile  and social media 27 Copyright © 2013 CA. All rights reserved.
  28. 28. Who’s Doing It? 28 Copyright © 2013 CA. All rights reserved.
  29. 29. Integration 29 Copyright © 2013 CA. All rights reserved.
  30. 30. Integration  Integrating IT & Business Applications  we are moving to the Cloud  Integrating with partners and corporate  customers  30 Copyright © 2013 CA. All rights reserved.
  31. 31. APIs support ongoing initiatives to re‐configure the enterprise 31 Copyright © 2013 CA. All rights reserved.
  32. 32. APIs support ongoing initiatives to re‐configure the enterprise  Reduce costs  Streamline operations 32 Copyright © 2013 CA. All rights reserved.
  33. 33. Who’s Doing It? 33 Copyright © 2013 CA. All rights reserved.
  34. 34. Connected Devices 34 Copyright © 2013 CA. All rights reserved.
  35. 35. Connected Devices  Providing connectivity to consumer  electronics that push data to the cloud  Connecting remote sensors on utility  networks  Providing integration between  infrastructure services in a Smart City 35 Copyright © 2013 CA. All rights reserved.
  36. 36. Using a Rail Industry Example Speed Gates Wayside Inspection Systems Wheel Impact Load Detectors Positive Train Control Systems Mobile solutions for Field Personnel / Inspectors * http://www.nae.edu/Publications/Bridge/TransportationInfrastructure/TheFreightRailroadRenaissance.a Copyright © 2013 CA. All rights reserved. spx 36
  37. 37. Smart field technology must integrate with core systems …and feed back information to new mobile apps in the hands of field personnel. * http://www.nae.edu/Publications/Bridge/TransportationInfrastructure/TheFreightRailroadRenaissance.a spx 37 Copyright © 2013 CA. All rights reserved.
  38. 38. Who’s Doing It? 38 Copyright © 2013 CA. All rights reserved.
  39. 39. Revenue 39 Copyright © 2013 CA. All rights reserved.
  40. 40. $ Revenue  Content Distribution  API Usage Charging  Affiliate Marketing 40 Copyright © 2013 CA. All rights reserved.
  41. 41. $ Tiered API Usage 5000 calls/month 1000 calls/month 500 calls/month 41 Copyright © 2013 CA. All rights reserved.
  42. 42. Sometimes you Pay the Partner Affiliate Program Recurring  Fees 42 Revenue  Share Cost Per  Action Copyright © 2013 CA. All rights reserved. $
  43. 43. $ Who’s Doing It? 43 Copyright © 2013 CA. All rights reserved.
  44. 44. Innovation 44 Copyright © 2013 CA. All rights reserved.
  45. 45. Innovation  Provide a platform for building  products  Extend the usable life of legacy  applications  Empower internal & external  innovation 45 Copyright © 2013 CA. All rights reserved.
  46. 46. Who’s Doing It? 46 Copyright © 2013 CA. All rights reserved.
  47. 47. Who’s Doing It? 47 Copyright © 2013 CA. All rights reserved. Source : http://thevaluesquad.com
  48. 48. Who’s Going to do It? http://www.layer7tech.com/infographic/ 48 Copyright © 2013 CA. All rights reserved.
  49. 49. Delivering on these Business Goals Copyright © 2013 CA. All rights reserved.
  50. 50. We’ve Shown that Business Goals are Varied 50 Copyright © 2013 CA. All rights reserved.
  51. 51. Naturally leading to Buyer Segmentation… 51 Copyright © 2013 CA. All rights reserved.
  52. 52. Affinity Segmentation… 52 Copyright © 2013 CA. All rights reserved.
  53. 53. Delivery Segmentation… 53 Copyright © 2013 CA. All rights reserved.
  54. 54. Yet, we can realize these  diverse requirements via a  single product  54 Copyright © 2013 CA. All rights reserved.
  55. 55. API Management Platforms Forrester Wave: API Management Platforms, Q1 2013 Forrester Research Inc., “Forrester Wave: API Management Platforms, Q1 2013”, February 5, 2013 The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change 55 Copyright © 2013 CA. All rights reserved.
  56. 56. API Delivery and Management The API Gateway  Manage access to data and APIs  Extending the life of legacy applications  Bridging traditional IT with cloud/mobile  services The API Portal  Developer management  Full reporting and analytics  Centralized API management  56 Copyright © 2013 CA. All rights reserved.
  57. 57. APIs are Central to the Modern Enterprise 57 Copyright © 2013 CA. All rights reserved.
  58. 58. Layer 7 delivers APIs Quickly and Securely 58 Copyright © 2013 CA. All rights reserved.
  59. 59. Q & A 59 Copyright © 2013 CA. All rights reserved.
  60. 60. Thank‐you! Ross Garrett Ross.Garrett@ca.com | @gssor 60 Copyright © 2013 CA. All rights reserved.
  61. 61. FOR INFORMATION PURPOSES ONLY  Terms of this presentation This presentation was based on current information and resource allocations as of April 2013 and is subject to change or  withdrawal by CA at any time without notice. Notwithstanding anything in this presentation to the contrary, this presentation shall not serve to (i) affect the rights and/or obligations of CA or its licensees under any existing or future written license  agreement or services agreement relating to any CA software product; or (ii) amend any product documentation or  specifications for any CA software product. The development, release and timing of any features or functionality described  in this presentation remain at CA’s sole discretion. Notwithstanding anything in this presentation to the contrary, upon the  general availability of any future CA product release referenced in this presentation, CA will make such release available (i)  for sale to new licensees of such product; and (ii) to existing licensees of such product on a when and if‐available basis as part of  CA maintenance and support, and in the form of a regularly scheduled major product release. Such releases may be made  available to current licensees of such product who are current subscribers to CA maintenance and support on a when and  if‐available basis. In the event of a conflict between the terms of this paragraph and any other information contained in this  presentation, the terms of this paragraph shall govern. Certain information in this presentation may outline CA’s general product direction.  All information in this presentation is for  your informational purposes only and may not be incorporated into any contract. CA assumes no responsibility for the accuracy or completeness of the information. To the extent permitted by applicable law, CA provides this presentation “as is” without  warranty of any kind, including without limitation, any implied warranties or merchantability, fitness for a particular purpose, or  non‐infringement. In no event will CA be liable for any loss or damage, direct or indirect, from the use of this document,  including, without limitation, lost profits, lost investment, business interruption, goodwill, or lost data, even if CA is expressly  advised in advance of the possibility of such damages. CA confidential and proprietary. No unauthorized copying or distribution  permitted. 61 Copyright © 2013 CA. All rights reserved.