This document discusses API management solutions from NCS, part of the SingTel Group Enterprise. It outlines best practices for API management including consumption-focused design, using REST and JSON for quick development, and defining marketing strategies. Potential use cases for eCommerce companies are provided, like location-based services and personalized offers. Customer examples that use APIs are mentioned, such as Walgreens' prescription API and Woolworths' catalog API. The document promotes NCS' API management capabilities.

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Copyright© by NCS Pte Ltd. All rights reserved.
Alan Ting
Business & Innovation
(FUSION)
18th June 2015
API Management Solution

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We are part of the SingTel Group Enterprise, committed to deliver
intelligent ICT solutions on-demand and on-the-move.
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Business Applications
Services
Cloud & Managed Services
Communication Engineering
Next Generation Fixed and
Mobile Infrastructure
SingTel
Group Enterprise
Who is NCS?

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BaaS – Time to market for Apps & building engaging
experiences Get your developers creating right away!
Datastore
Location
queries
Push
Notifications
Connections/Soc
ial
User Data
Existing
backend
Partner
Services
Pre-built
APIServices

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Best Practice – Technical Side
• Consumption focused (aka Outside-in)
• REST & JSON for shorter time to market/value
• API as Products
• Flexible bundles to solve different specific use
case without changing backend APIs
• Good way to control access to resources
• Each API product can have different properties
• Agile development methodology

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Best Practice – Business Side
• define marketing and product strategies
to drive usage, revenue, customer,
developer, and partner acquisition and
retention
• define strategies to reduce cost of
developer and partner acquisition and
onboarding
• remove bottlenecks and provide a better developer
experience to strengthen adoption
• track and understand trends and changes in KPIs, including
unique users, usage, and app ratings to implement product
strategies to build better products

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Developer management
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automatic or manual
registration
self service
app key requests
self
documenting
How is API adoption?
How can we improve?
What is the business impact?
How are the APIs my app
uses performing?
How is my app adhering to
API terms of use?

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Differentiator #2 – Enabling Modern Apps
Experience
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Start
Finish
Shopper gets
online store ad in
email
Browses at shoe
rack on the
website
Adds it to his wish
list on the website
Later he’s close to
one of their stores
Gets a push
notification that
the shoe rack is in
stock
And if he places
his order now, he
gets a discount
He places the
order. Chooses in
store pickup.
Picks up the item
in store bypassing
checkout.
He receives a
survey about the
item.
He fills out the
survey. His
feedback is
posted.
Differentiator #3 - Code & Configuration
Differentiator #1 - End-to-end Analytics

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Potential eCommerce digital use cases
Digital Business must increase profits by expanding use of digital assets
Specifically,
• use new touch points to reach more customers
• personalize customer journey
• create new partnerships
Use Cases
• Mobile commerce, smart watch (Walgreens, Woolworths)
• Location based service (Pitney Bowes)
• Personalized offers and clientele (Walgreens, Burberry)
• Friction-less self-service way of growing partnerships (First Data)
• Social sales on Facebook (Magazineluiza)

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Personalized Mobile Offers
User receives email offer on
new shoes
Browses shoes on website
and adds to wishlist
Later, she happens to be near
one of their stores
Gets push notification with
promotion: 15% offer, today only
Orders on mobile, selects in-store
pickup
Uses store’s location-based
services to walk to nearest
store
Picks up item in store and
confirms by scanning mobile
device
Store meets monthly sales
target, learns about customer

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Ebay
Enterpris
e
Leading provider of B2B commerce
technologies, omni-channel operations,
and marketing solutions
Use Cases
• Instant visibility through order management API
• Flexible integration with various payment
services
• Customer service (online & in-store)
; 3

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QuickPrints api
prescription api
balance reward api
More than one refill per
second via mobile devices
Over 75 partner apps
using QuickPrint APIs
6x sales increase
vs. store only
Walgreens
; 3

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Woolw
orthsLargest retailer in Australia and
New Zealand
Multichannel consumer driven
digital commerce transformation
driving change and greater
innovation
Managed PCI cloud
deployment with internal APIs
Greater cross silo flexibility and
reduction in time to market
;

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Magazine
Luiza9th largest retailer in Brazil with 750 outlets and
over 100,000 personal "stores" on Facebook
Use Case
• Makes catalog and payment processing
available to Facebook users who create
personalized stores for their social
network
• Pay commission on sales through
Facebook stores
; 3

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Burb
erryMarkets luxury apparel and accessories
for women, men, and children
Fashion moves fast and they needed
to use technology to lead the social
conversation
Use Case
• Clienteling app for sales associates helps personalize
customer service with customer preference and
previous sales information
; 3

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Customer References
• Fujitsu
• Big corporation (160K employees) with complex IT systems (640)
• Multiphases digital transformation
• B2E first and then B2B
• Woolsworth
• >300 locations, 14 brands
• Serving dynamic pricing info through real time API
• Catalog built out of BaaS with search capability

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LTA Hackathon

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GROUP
ICT