View all the presentations from the business sessions at I Love APIs Europe 2015.

1. Making sense of the new market context
Martha Bennett, Forrester!
Bryan Kirschner, Apigee!
!

2. 2
200
> $500M

3. “Mastering a fast feedback loop
will be a key differentiator.
Companies that quickly deliver
digitally instrumented products or
services, harvest data from
market interactions, and use
insights to rapidly iterate and
optimize their value chain will gain
competitive advantage that
continuously builds on itself.”
3

4. “Mastering a fast feedback loop
will be a key differentiator.
Companies that quickly deliver
digitally instrumented products or
services, harvest data from
market interactions, and use
insights to rapidly iterate and
optimize their value chain will gain
competitive advantage that
continuously builds on itself.”
4
How relevant is this to your
company’s competitive position
over then next five years?
5 extremely
…
1 not at all

5. “Mastering a fast feedback loop
will be a key differentiator.
Companies that quickly deliver
digitally instrumented products or
services, harvest data from
market interactions, and use
insights to rapidly iterate and
optimize their value chain will gain
competitive advantage that
continuously builds on itself.”
5
50
40
0 25 50
1 (not at all)
2
3
4
5 (extremely)

7. How to Succeed in the New Market
Context
Martha Bennett, Principal Analyst
London
March 24th, 2015

8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8
Agenda
› Setting the scene: key trends no
business can ignore
› The importance of right data, right
place, right time
› Key success factors for thriving in the
digital economy

9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9

10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10
Guess which car service continues to be
widely used?
› Cheaper
› More convenient
› Better service
“Uber-isation of all industries…”

11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11
Key business trend: selling an outcome
Used to sell:
› Aero engines
› Air conditioning units
› Lifts/Elevators
› Cars
› Agricultural machinery
› Medical testing devices
› Health insurance
› Toothbrush
Now sell, or may in future:
› Units of propulsion
› The right temperature
› Moving people/goods up/down
› Ability to get from A to B
› Optimum yields
› Number of tests
› Wellness program
› Healthy mouth and teeth

12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12
Digital dysfunction at executive level
Source: Forrester/Russell Reynolds 2014 Digital Business Survey
93%
• Believe that digital technologies will disrupt their business over the next 12
months
74%
• Claim the company has a “digital” strategy
33%
• Think it’s the right “digital” strategy
15%
• Believe they have the right people and skills to execute the strategy

13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13
Data matters more than ever. Getting it
right …
Massive Win!

14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14
… can be a challenge. Even for the best.
Epic Fail!

15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15
Liberating key insights from the desktop
Mobile BI adopters either:
• Really ‘get’ the
transformational potential
of mobile BI, or
• Think they should make
it available because it’s
the right thing to do, or
• Are counting the cost of
a failed implementation

16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16
Transformation can happen at all levels
Source: October 2013 “Market Overview: Mobile
Business Intelligence”
If you’re not intending to
implement any form of
mobile BI or analytics, make
sure you’ve considered
carefully why not

17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17
Measuring mobile apps: many dimensions
The same framework can
be applied to any other
app analytics, whether
B2C, B2B or B2E

18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18
Leaders strive to excel in all of these
Age of the
customer
Turn big data
into business
insights
Embrace
the mobile
mind shift
Transform
the customer
experience
Accelerate
your digital
business

19. forrester.com
Thank you
Martha Bennett
+44 7768 896 540
mbennett@forrester.com
@martha_bennett
Blog:
http://blogs.forrester.com/martha_bennett

20. Prediction & the “next best action”
20

21. Prediction & the “next best action”
Opportunities & risks
21

22. Prediction & the “next best action”
Opportunities & risks
“To Dos”
22

23. Q&A

24. Thank you
Become a digital insider: “invite” to institute@apigee.com

25. Better Together:
Great experiences that combine digital and physical
Craig Smith - REPL Group!
Ben Salama - Accenture!
Mark Rattley - SAP !
Nick Katsivelos - Apigee!

26. Pervasive
Connected
Ubiquitous

27. Ben Salama
Accenture

28. Craig Smith
REPL Group

29. RETAIL INNOVATION AT MARKS
& SPENCER
With & Without APIs

30. ABOUT ME

31. About Me
• I’m REPL’s Digital Director. I joined in October.
• Famous for putting digital in store at M&S.
• Programme Manager on £180m M&S.com multichannel re-platform.
• I run retail-innovation.com. 450 visits per day.
• Regular speaker.

32. About me
Retail is in my blood..

33. About me
But I was the geek in the family..

34. REWIND TO 2010
Innovating without APIs

35. The digital landscape at M&S at the start of 2010
• We had one digital channel – the
desktop site
• Amazon were running M&S.com.
• We were seeing unprecedented
growth in mobile and we wanted to
start investing in showcasing the
best of M&S in store.
• It was hard to build differentiated
experiences for our customers.

36. We had to transcode

37. Mobile

38. In Store Kiosk

39. In Store Assisted Selling Tablet

40. We needed more flexibility
Agile web services were born…

43. THE NEW ERA
Innovating with APIs

44. 2013 – The New International Platform

45. Native APIs at last

47. Virtual Rail

48. 2014 – The New UK Platform

49. Native APIs at last

50. M&S UK Kiosk

51. END

52. Mark Rattley
SAP

53. Bringing strategy and technology,
bits and atoms, together creating
experiences with business impact.
53

54. Thank you

55. LUNCH
General Hall / Main Concourse
(Sessions resume at 14:00)

56. We're all software companies now:
Make digital part of your organization's DNA
Paul Clark - ITV !
Alberto Prado - Philips !
Nick Katsivelos - Apigee!

57. Digital Organization DNA
• Out of your comfort zone
Transformation is strange
• Platforms are not Projects
It is more than mindset
• People are Fundamental
Finding the T-Shaped, Unicorn LAWYERS
• Money Matters
To run like a startup, you need to get funded like a startup
• Appropriate Measurements
The traditional metrics don’t apply
57

58. Thank you

59. We’re all CDOs now: Becoming the digital
leaders every organization needs
Sienne Veit, John Lewis!
Tom Pikethly, John Lewis!
Bryan Kirschner, Apigee!
!

60. 60
1,321
> $500M

61. 61
Measures of business performance
1 Bringing new products & services to market
2 Customer or partner satisfaction
3 Market share
4 Revenue
5 Margin
Digital capabilities
1
Operating APIs to make systems and data available
for self-service access or mash-ups
2
Deploying apps such as mobile or tablet applications
to employees, customers, or partners
3
Using ‘big data’ and analytics to enhance internal
processes, existing products/services, or new offers

62. 62
Bringing New Products
& Services to Market
Market Share
Gross Revenue
Customer or partner
satisfaction
Margin
Leaders
Top 50% using
Apps, APIs, data
analytics
Laggards
Bottom 50% using
Apps, APIs, data
analytics
0 25 50 75 100
Leaders 1.5X more likely to report outperforming others in their sector

63. 63
Bringing New Products
& Services to Market
Market Share
Gross Revenue
Customer or partner
satisfaction
Margin
Leaders
Top 50% using
Apps, APIs, data
analytics
Laggards
Bottom 50% using
Apps, APIs, data
analytics
Leaders almost 2.5X more likely to report strongly outperforming others in their sector
0 25 50

64. How?
64

65. How?
The secret isn’t a CDO
65

66. 66
Leaders
Top 50% using
Apps, APIs, data
analytics
Laggards
Bottom 50% using
Apps, APIs, data
analytics
Companies with
strong Marketing & IT
alignment are 7.5X
more likely to be Digital
Leaders
Companies behind
their competitors on
digital are twice as
likely to say “the way
Marketing & IT typically
work together” is
a liability

67. Case Study: Marketing & IT alignment

68. Thank you
Become a digital insider: “invite” to institute@apigee.com

69. Afternoon Break
General Hall / Main Concourse
(Sessions resume at 16:00)

70. Mastering Bits, Platforms & Ecosystems
Dr. Annabelle Gawer, Imperial College London!
Daniel Staub, Swisscom!
Chris Laws, Dun & Bradstreet!
Bryan Kirschner, Apigee!
!

71. 71
200
> $500M

72. “The dynamics that drive winner
take-all results in the technology
sector will come into play in many
industries. Turning products into
platforms that sustain an
ecosystem of developers or
partners will become a way to
seize a dominant market position
and a disproportionate share of a
sector's profit.”
72

73. “The dynamics that drive winner
take-all results in the technology
sector will come into play in many
industries. Turning products into
platforms that sustain an
ecosystem of developers or
partners will become a way to
seize a dominant market position
and a disproportionate share of a
sector's profit.”
73
How relevant is this to your
company’s competitive position
over then next five years?
5 extremely
…
1 not at all

74. “The dynamics that drive winner
take-all results in the technology
sector will come into play in many
industries. Turning products into
platforms that sustain an
ecosystem of developers or
partners will become a way to
seize a dominant market position
and a disproportionate share of a
sector's profit.”
74
44
31
0 25 50
1 (not at all)
2
3
4
5 (extremely)

75. Annabelle Gawer

76. Daniel Staub

77. I love APIs Europe
Daniel Staub - MD Swisscom Wholesale
25th March, 2015

78. Swisscom is the market leader in Switzerland
Everything
always on
Internet-
based
Global
competition
Building the best infrastructure
Fast, secure network access,
available everywhere at all times
Offering the best experiences
Innovative, inspiring services
with professional support for
our customers
Realising the best growth opportunities
Innovation and sustainable
growth in the core business
and associated fields
trusted,
simple,
inspiring
> Integrated operator
> Revenue – USD12 B
> EBITDA – USD 4 B
> Market Share – 65%
> 6.5 million mobile
customers
> 1 million 4G customers
> 2 million broadband customers
> 1.3 million TV customers
3/25/2015DanielStaub-MDSwisscomWholesale
78
Strategy

79. Swisscom Wholesale 2.0Swisscom Wholesale 1.0
– Traditional Wholesale – Focus on lean operations to
optimize CM
New revenue streams creating value for SC:
– API based enablement business – External exposure
of SC assets for wholesale (incl. OTT) customers
Challenges
> -90% Voice Interconnection
> -55% Inbound Roaming
> -40% Access
79
Swisscom’s transformation story
Traditional Wholesale business has been declining over 10% YoY
API based services drive transformation providing new revenue streams with exponential growth
potential
-5%
-9%
393
566
886 Roaming
Access
MVNO
Infrastructure
Voice Interconnection
Data
OTT
Wholesale revenues, MCHF Wholesale, MCHF
2
1
570
-9%
0%
566
886
Add. Potential - Upper
Add. Potential - Lower
800
…
'09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 '20 '21 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 '20 '21 ‘30
3/25/2015DanielStaub-MDSwisscomWholesale
Old revenue streams are disappearing at a staggering pace

80. DanielStaub-MDSwisscomWholesale
80
3/25/2015
APIs give us the flexibility to implement Internet business models
on Telco assets
Scalable
Open
Agile
Profitable
Impact of API Effect
• Easily adapt to market trends
• Launch new releases quickly
• Self service set-up and usage
• Adherence to global best practices
• Platform usable for partners of all sizes
• Set up and use / no integration project
• Minimal entry barriers (cost, skills)
• High exit barriers
In sync with market
trends
“Easy to do business
with”
Drive
innovation
Low entry risk
Goals
Our Vision: Become a platform beyond access
Position Swisscom within the growing ecosystem of digital business

81. DanielStaub-MDSwisscomWholesale
81
3/25/2015
API Portfolio
Carrier Billing & Identity are the leading use cases; Meaningful engagement with big internet partners
has already been established on both topics
• Carrier billing for frictionless
payments
Payment TargetingIdentity
• Telco identity for account
creation and fraud prevention
• Telco «big data» for targeted
advertising
Service
Description
Customers*
Opportunity
Timelines
• C10m USD
• 100% growth y/y
• C5m USD
• 200% growth y/y
• C15m USD
• 70% growth y/y
• Live since 2012 • Launch in 6 months • Potential launch in 2016
*examples
• Content platforms like
Google, apple
• Online merchants like
Amazon, Zalando, …
• Advertisers like Goldbach,
Appnexus

82. Lessons learnt from API transformation
Be disruptive, take calculated risks and reap tremendous rewards!
• Grow a user base
• Execute fast
• Decouple legacy from future
• Fail cheap and early
• Combine right skill sets
3/25/2015DanielStaub-MDSwisscomWholesale
82

83. 83I love new business models enabled by APIs
3/25/2015DanielStaub-MDSwisscomWholesale

84. Chris Laws

85. Discussion

86. Thank you
Become a digital insider: “invite” to institute@apigee.com

87. If IT is from Mars and Marketers are from Venus, are
Developers from Alpha Centauri?
Stuart Hughes - Laterooms!
Jon Billings - BBC!
Sienne Veit - John Lewis!
Nick Katsivelos - Apigee!

88. Beyond Alignment to Unification
• People
• Place
• Purpose
• Process
88

89. Thank you

90. Closing Keynote
Great Hall