Uploaded byMatt Bishop
API seeks LTRs
The document outlines Elastic Path Software's API strategy in 2013 and emphasizes the company's focus on digital commerce with a customer-centric approach. It distinguishes between self-directed and relational commerce contexts, highlighting the importance of utilizing APIs to extend offerings into multiple touchpoints and enhance customer engagement. The content stresses the need for robust APIs as they serve as a new user interface and facilitate the integration of offerings into various digital environments.
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API seeks LTRs
- 1. API Strategy 2013 APIseeks LTRs Matt Bishop Senior Product Architect Elastic Path Software @MattBishopL3
- 2. Elastic Path isa proven leader in digital commerce • 160 global employees with over 200 customers in 13 countries • Publisher of GetElastic, the world’s #1 ecommerce blog • Relentless focus on customer success – zero failed projects since founding SOFTWARE & GAMING MEDIA & PUBLISHING TELECOM & CSP DIRECT TO CONSUMER Leading enterprises run their online businesses with Elastic Path Commerce Everywhere © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 3. Everyone Has AVirtual Reality • Everyone has multiple touchpoints • Phones, tablets, laptops, PCs, TVs • All are just windows into their online existence • Everyone has a Social Identity • Facebook news feeds replace phone calls • Everybody trusts the Internet • Nobody uses Eudora any more • Nobody reads the EULA © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 4. Two kinds ofCommerce Contexts • Self-Directed • Groceries, clothes, cars, TV sets, games • Relational • Subscriptions, finance, renovations • Lucrative, but rare • People only buy in the right context • The Offer only succeeds if the context is right • Do you buy on a whim, on the internet? © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 5. Web Storefront isa Self-Directed Context Goals: • Top-of-fold SEO • Upsells, sidegrades, addons • Jack up the AOV Assumptions: • They found you on Bing • They’re never coming back © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 6. Web Storefront: Over-optimizedExperience Big Company web store • Hero Banners • Partner Offers • Featured Items • Lots of Whatever © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 7. API Ecommerce EnablesRelational Contexts Goals: • Intellectual Offering • Trust-based LTR Assumptions: • Delighted customers come back • They tell their friends © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 8. But How? 1. Identifyyour intellectual offering • Benjamin Moore sells color, happens to come in cans • Best Buy sells proximity and security • Disney sells happy children 2. Determine possible contexts • Can your offering be relationalized? • Can it be surfaced on mobile touchpoints? • Can it be injected into partner contexts? © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 9. Open API: extendofferings into partner’s contexts © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 10. An API isthe key • APIs move your offerings into the new contexts • Much harder to build new UI storefronts • Cannot keep up with all the touchpoints • APIs are the only extender that works • The only mechanism to present the unified virtual reality people expect © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 11. Good APIs areHard (but they don’t have to be) • Make the API Easy • The API is the new UI • Needs to be rock-solid over time • JSON, Hypermedia Controls, Level 3 REST • Treat the API consumer as your business partner • You succeed if they succeed © Copyright 2012, Elastic Path Software Inc. All rights reserved.
- 12. Thank you! Matt Bishop @MattBishopL3 matthew.bishop@elasticpath.com http://www.elasticpath.com http://www.getelastic.com © Copyright 2012, Elastic Path Software Inc. All rights reserved.