This is the presentation from my keynote session at the 2020 API Days Interface conference.

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Matt McLarty, Global Leader of API Strategy
@mattmclartybc
Mapping API
business models
Through value exchange

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2020 Connectivity benchmark report
https://www.mulesoft.com/lp/reports/connectivity-benchmark

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API business benefits

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API business models
4
From API Business Models: 20 models in 20 minutes by John Musser (https://www.infoq.com/presentations/API-Business-Models/)

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Business model
5
“A business model is how an
organization creates, delivers,
and captures value.”
Alex Osterwalder, creator of the
Business Model Canvas

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Value network
6
“The collection of upstream
suppliers, downstream channels to
market, and ancillary providers
that support a common business
model within an industry.”
Clayton Christensen, The Innovator’s Dilemma

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From Escaping the Build Trap by Melissa Perri (https://www.oreilly.com/library/view/escaping-the-build/9781491973783/)
Value exchange

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Value exchanges in business models
8
Retailer Wholesaler
Shoppers MoneyMoney
Targeted
products Products
Newspaper
(media)
Product
company
Readers ExposureMoney
Content
Advertising
money
Freelance
journalists
Content Money/exposure

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Value exchanges in business models
9
Retailer Wholesaler
Shoppers MoneyMoney
Targeted
products Products
Facebook
Product
company
Users Targeted
exposure
Data, content,
relationships,
money
Content
Advertising
money
App
developers
Content,
games Money

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Value exchanges in business models
10
https://www.thevalueengineers.nl/download/a-business-model-of-the-facebook-ecosystem/
Dr. Jaap Gordijn
Dr. Roel Wieringa

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API value exchange
11
End users
API
consumers
API
provider
Products
&
Services
Data Exposure Time

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“API supplier” business model
12
End users
Mobile &
web apps
Google
Maps API
Unique data,
best-of-breed
functions
Money, data
Location-enabled
services

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“API retailer” business model
13
End users
Mobile &
web apps
Twilio API
Global telco
services,
time-to-market
Money
Money
Telco
Carrier
APIs
Money
Regional telco
services

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Content
(rental listings)
“Aggregator” business model
14
Renters/
vacationers
Airbnb
mobile &
web app
Airbnb API
Aggregated
property listings
Money,
attention
Multiple
listing
service Exposure,
moneyProperty
owners

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API ecosystems: the value network for APIs
15
API
Partners
3rd Party APIs
Support &
Platform Teams
Underlying
Assets
Application
Developers
Customers
/End Users
Tools
Applications

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More info on value exchange business models...
Blog:
https://blogs.mulesoft.com/biz/management/api-business-modeling-through-value-exchange/
Podcast:
https://soundcloud.com/mulesoft/apis-unplugged-episode-6-api-business-models-value-exchange
The Value Engineers:
https://www.thevalueengineers.nl/

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API Program Workshops
API-Enabled Digital
Strategy Workshop
“Way of the API”
Workshop
API Technology
Foundation Workshop
API-as-a-Product
Workshop
For more info, visit the MuleSoft API strategy hub and
visit the MuleSoft booth during the break!

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Thank you