App developers today face challenges that they rarely had to confront until not too long ago. Gone are the days where simply having a website was enough – consumers now expect to be able to access content and services from anywhere, using their mobiles and tablets in addition to their PC, and they expect their optimal experience in each device. API-oriented principles combined with mobile web platform come to the rescue, enabling efficient and quick creation of flexible and easy to maintain cross-platform products. This session will highlight the benefits of API-oriented mindset, explain why it’s worth investing in web mobile apps, and give a brief overview of new tools and initiatives supporting best practices.