APIs and Value Networks (3scale at APIdays Mediterranea)
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The document discusses the evolution from value chains to value networks due to digitization. Value networks involve multiple stakeholders co-creating value through platforms, which are centered around APIs. For platforms and APIs to be successful, they must meet two key challenges: be attractive by having valuable, simple APIs that leverage open standards; and be findable by facilitating connections and exchange between producers and consumers through matchmaker tools and discovery platforms. API management platforms help developers and providers govern APIs and educate the market to support this evolution.
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APIs and Value Networks (3scale at APIdays Mediterranea)
- 1. @ManfredBo APIs From Value Chains to Value Networks Manfred Bortenschlager I work at 3scale.net Out-of-the-box API Management @3scale APIDays Mediterranea May 30, 2014
- 2. @ManfredBo2 What do I want to achieve? Describe a current evolution Highlight challenges Suggest solutions
- 3. @ManfredBo3 Context Technology of APIs Business of APIs Politics of APIs Source: Kin Lane http://apievangelist.com/2014/05/06/remembering-why-this-whole-api-thing-is-working--apidays-berlin/
- 5. 1985
- 6. @ManfredBo6 Source: Michael T. Porter (1985) Competitive Advantage: Creating and Sustaining Superior Performance
- 8. @ManfredBo8 The establishment of value networks.
- 9. @ManfredBo9 A value network… …is defined as a value creating system in which all involved stakeholders co-produce value. Source: Normann and Ramirez (1993)
- 10. @ManfredBo10
- 11. @ManfredBo11 At the center of a value network is a platform.
- 12. Platform Business Model Image Source: http://www.healthandcare.co.uk/
- 15. @ManfredBo15 The Platform Benefit few vs. a lot
- 16. @ManfredBo16 Benefits of Platforms Acceleration via network effects Increased rate of innovation Contribution of complementary elements Increased number of channels Evolution and stabilizing Increased visibility Reduction of cost and risk Source: Gawer & Cusumano (2002): Platform Leadership
- 17. @ManfredBo17 APIs enable the Platform Business Model.
- 19. @ManfredBo19 Challenge 1: Be Attractive Valuable Simple
- 20. @ManfredBo20 Open standards contribute to attractiveness.
- 22. @ManfredBo22
- 23. @ManfredBo23 Challenge 2: Be Findable Connection + Gravity + Flow Flow how well the platform fosters exchange and co-creation of value. Matchmaker Tools facilitates connections between producers and consumers. Source: Sangeet Paul Choudary (2013) Platform Thinking
- 25. @ManfredBo25
- 26. @ManfredBo26
- 28. @ManfredBo28 API Management For Developers www.apitools.com Out-of-the-box API Management For API Providers 3scale.net apistrategyconference.com apicodex.3scale.net Market Education & Evolution APIcommons.org APIs.io
- 29. @ManfredBo29 Wrap-up & Take-away Emergence of value networks due to digitization Platforms are at the heart of value networks and allow more efficient value co-creation. Challenge 1: be attractive leverage open standards / APIcommons Challenge 2: be findable discoverability / APIs.io
- 30. @ManfredBo Q&A Manfred Bortenschlager I work at 3scale.net Out-of-the-box API Management @3scale APIs From Value Chains to Value Networks
Editor's Notes
- Challenges mainly related to API providers but that also affects consumers/developers
- Business: strategy & promotion Politics: legacy, partner ecosystem, perceptions
- Diagram not important. Linear process between discreet/closed units – within an organization or between organisations. No feedback loop.
- Businesses more and more digitized Emergence of more and more digital services and products.
- Many stakeholders in twitter network that co-create value A great portion of the twitter traffic is actually not produced by twitter products but comes out of twitter’s value network. If you use twitter APIs – you are a stakeholder too and co-create value too.
- Vendor decides to create a Virtual or physical platforms which enable 3rd parties to leverage the assets provided by a platform Facilitates integration and collaboration Enable and foster co-creating of value
- Railway in USA Decide on shape, form, width of rails itself -> standard -> platform Development of rail network spanning the USA -> platform for distribution of goods, post, people consequential economic benefit
- Spotify / Airbnb / evernote
- Scalability and speed – vgl. Jordi from Redbooth (API-first business development)
- Many. Intuitively clear. Backed up by research. Highlight one: innovation Example given by Fabernovel: Fitbit: externalised R&D via apis. 20 apps -> 1m usd. No cost for them exept api program (Metcalfe’s law)
- Code reusabilitys Don’t re-invent the wheel Speed Client and server code are based on same standard Shared tooling
- This role combines parts of many conventional roles.