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WELCOME TO THE
API Economy
Presented by
Ross Mason
Founder, MuleSoft
#MuleSoftWebinar
2
Background Driving Forces Todays
Concerns
Planning for
the Future
1 2 3 4
Today's Agenda
2
Background Driving Forces Todays
Concerns
Planning for
the Future
1 2 3 4
Setting the Stage
!
To understand how APIs have transferred
our economy today, let's look at another
influential economic age: The Industrial
Revolution
"The Industrial
Revolution
marks a major
turning point in
history. Almost
every aspect of
daily life was
influenced in
some way."
How Does a Revolution Start
?
The right mix of
!
Demand
Resources
Innovation
Adaptation
8
DEMAND
greater population and free trade
All contents Copyright © 2013, MuleSoft Inc.
9
RESOURCES: COAL
Innovation &
Invention
11
ADAPTATION: STEAM POWER
Then
!
Industrial Revolution
Started the Industrial Age
!
Second Industrial Revolution
Brought even bigger
advancements
!
First Digital Revolution
World Wide Web
!
!
Now
!
Do we have the right ingredients for the
!
!
!
Second Digital Revolution
?!
Demand
Resources
Innovation
Adaptation
2
Background Driving Forces Todays
Concerns
Planning for
the Future
1 2 3 4
DEMAND
2.8
5
!
billion people connected to the Internet
!
billion people connected to the Web
Now
!
!
!
!
Near Future
!
!
DEMAND
Changing Consumer Expectations
17
57396030495950201450694034177188940214969502014506902149034177188940149038374561020
93847562889302745991853953294951835309557396030495950201082616405057373859929202939
20024848848151515154849595029402149695020145599185395329737385992920293920024801450
63837456102037361664786693011209393848576355556166174939372746456038388500929501028
74757839201002984857324783109432198478571359132690138461283456317539841309657469854
87930593845826374523547617409359234578346574678345734865870670893865784671799450458
74390615237389405984573625166174939372746324783109432838388500929501028747578392010
02984869854879305938458263745233846128345631717493937274632478310943248495950294021
49695020145739603049595020187475783920100298485732478251661749393748313471941484825
90938752815246378953064787958463625379434287613096574698548793018943256374805864382
71671824382593064759382780490234872437423672431025879537484950465359248764857349640
39078546523738940598457362516614825909387528152446717994504587437324782516617493937
01894325634138471109448847326723782950894872347863205804370975896275428937409258962
75428937409233859826394678234516772537647235472345237493576784375301002984869854879
30593845858962754289374092339372746456038388500929501028747002984857324782516617493
93748313446717994504587444671799450458743732478251664782516617493937018943250939384
85763555561661749393727464174939370189839201002984857324781874647586907038646539045
RESOURCE OF SECOND DIGITAL REVOLUTION
DATA
All contents Copyright © 2013, MuleSoft Inc.
18
How much data is created every
minute
SOURCE: DOMO
Source: IDC, The Digital Universe in 2020, December 2012
Data volume
will grow 50
fold over 15
years
Actionable on the same trajectory
THE INNOVATION ENABLING THE DIGITAL
REVOLUTION IS THE WEB AS A PLATFORM
A place that
people interact
with through
information
THE SHIFT
A platform to
engage business
directly and
indirectly
23
Innovation: the Web is a platform
Innovation
Publish a website and reach a
subset of users on the Web.
Goal is to capture.001% of the
audience to your website
THINK ABOUT IT.
!
!
!
This is not an efficient model when
there is a market of 2.8 BILLION people
THIS IS WHERE APIs FIT IN
Innovation & Adaption
27
1. Give the same functionality to third
parties.
2. Means that third parties can build
apps around data you provide
3. Mobile applications can use your
API to create a better user
experience
THE ADAPTATIONS ARE CREATED BY
COMPANIES…AND EVERYONE ELSE
Source: Fast Company, The Most Innovative Companies of 2013
Examples of Good Adaptations on the Web
NIKE FuleBand
AMAZON Web Services
SQUARE
More Examples
Source: Fast Company, The Most Innovative Companies of 2013
WHY DO BIG BRANDS INVEST IN INNOVATION?
1
2
3
Their old business models are eroding
Their customer demands are changing
They are under pressure to move quickly
APIs Enable New Innovations To Meet Demand
NIKE uses device technology and the cloud to
innovations such as FuelBand
SQUARE adapts traditional payments into the
mobile world
FORD creates new consumer experiences by
connecting the cars to services in the cloud
NBA created digital products
offering mobile and web content
delivery and data services
CUSTOMERS ARE RESPONDING
Of mobile users have used
mobile banking in the past 12
months
x2
25%
>$8 billion
21%
Mobile purchases in 2012
consumers engage in online
shopping only via mobile
Mobile travel booking revenue
in the US in 2013
Source: DC Financial
Insights, 2012
Source: PhoCusWright
January 2012
Source: Prosper Mobile
Insights, 2012
Source: Federal reserve
study 2012
Consumer Response
WELCOME TO THE
API ECONOMY
APIs are new business channels to engage
with partners and customers
The API Economy is the
global sum of digital
transactions between
multiple parties
=
2
Background Driving Forces Todays
Concerns
Planning for
the Future
1 2 3 4
All contents Copyright © 2013, MuleSoft Inc. Twitter: @mulesoft @rossmason
38
What turns a sleepy rural town into this?
Demand + Resources + Innovation +
Adaptation + Study Tours
Sparking a Revolution Then
Demand + Resources + Innovation +
Adaptation + Entrepreneurs
Sparking a Revolution Now
To be part of the API economy, you also have to publish an API
13,000
Open APIs are the tip of the iceberg
All contents Copyright © 2013, MuleSoft Inc. Twitter: @mulesoft @rossmason
13,000
1,000,000s
of APIs and services
in the
enterprise
43
Source: Forrester, Establish your API design, June 2013
What Kinds of APIs are in the New
Enterprise
The New Enterprise
The New Enterprise

highly fragmented - APIs help connect it
API models in the New Enterprise
46
Internal APIs
B2B APIs
Open web APIs
Product APIs
API models in the Enterprise
47
Internal APIs
B2B APIs
Open web APIs
Product APIs
New Business &
Innovation Channels
WHERE YOU
COME IN!
MuleSoft helps power the API Economy
48
Anypoint Integration Platform
Mule Studio
Insight
MuleESB
CloudHub
Anypoint API Manager
Anypoint Service Registry
Enterprise
Manager
APIkit APIhub
2
Background Driving Forces Todays
Concerns
Planning for
the Future
1 2 3 4
50
API Strategy Starting Point
Strengths Weaknesses
Opportunities Threats
• Do you have unique data or can
you glean useful insights or
trends from the data specific to
you?
!
• Do you functionality that you
have invested significant IP that
is hard to copy?
• Have you already invested in
building APIs? Do you have the
right culture and skills?
!
• Do you have a captive audience
or will you need to build from
scratch?
• Can you identify new markets for
your data or functionality?
• Can you team up with other
suppliers for more value or reach
a new audience?
• How much of your existing skills
can you leverage to gain
advantage?
• How easy it to mimic your API?
• How well do you understand
your audience and the business
models they will bear?
• Are you building your API as a
product?
BY 2016 THE US GOVERNMENT WILL MAKE
ALL PUBLIC DATA MACHINE READABLE
Source: White House Open Data Initiative, January 2013
BY 2015 THE UK GOVERNMENT WILL MAKE
THEIR TOP 25 SERVICES AVAILABLE
THROUGH APIS
Source: Government Digital Services, 2011
Parting Thoughts
DEMAND The Second Digital Revolution is happening.
Don't sit on the fence
RESOURCES
INNOVATION
ADAPTION
Your data and services, but your current
business models may not be viable in 3 years
Your API strategy will open up new opportunities
to trade with customers and partners
This is enterprise Darwinism - The New
Enterprise creates differentiated services to
compete in the API Economy
Thanks for
your attention!
#MuleSoftWebinar
@rossmason
@MuleSoft
Watch the Full Webinar!
http://www.mulesoft.com/webinars/api/welcome-api-economy
!
Learn How to Manage Your APIs
https://www.mulesoft.com/platform/api
https://www.linkedin.com/in/rossjmason

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