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Marketing in an API Environment
Application Programming Interface Economy
What Is API-
API- Stands for Application Programming Interface
An API is a customer interface for technology products that allows software
components to communicate
Application program interface (API) is a set of routines, protocols, and tools for building
software applications
It provides developers with standard commands for performing common
operations so they do not have to write the code from scratch
Compiled by author from source: techterms.com Image Source: Google Images
What Do APIs Do-
APIs are available for both desktop and mobile operating systems
Provides commands for accessing and performing operations, uses commands to send and receive data over a network or the
internet
i.e. the Windows API provides developers with
user interface controls and elements, such as
windows, scroll bars and dialog boxes
Compiled by author from source: techterms.com Image Source: Google Images
Mobile APIs-
Mobile APIs such as iOS
Mobile APIs, i.e. iOS, provide commands for detecting touchscreen input such as tapping, swiping, and includes common
user interface elements like pop-up keyboard, search bar and tab bar
Compiled by author from source: techterms.com Image Source: Google Images
Operating System APIs-
Integrated into the software kit of the corresponding
program
Apple’s Xcode IDE allows developers to drag and drop elements into an applications interface
Provides a list of functions, including syntax highlighting for known elements and commands
Some are very basic and allow developers to
access specific information from the site
Compiled by author from source: techterms.com Image Source: Google Images
Internal Vs External API-
External:
External APIs allow secure connection and content sharing outside an enterprise, creating engaging customer experiences
Internal:
Internal APIs create a secure platform for sharing data between teams and breaking down traditional data silos
How Does An API Work-
Compiled by author from source: maxcode.net Image Source: maxcode.net
APIs Growth Categories-
118
89
50
79
60
39
57
63
518
508
474
369
348
338
315
298
SOCIAL
FINANCIAL
ENTERPRIZE
MAPPING
ECOMMERCE
GOVERNMENT
MESSAGING
TELEPHONY
Growth of Top Web API Categories Since 2009
2009
2013
Compiled by author from source: programmableweb.com Image Source: programmableweb.com
Moving Into An API Economy-
What used to be slow, takes place in real time
Interruption By Software
API Economy-
API economy is a general term that describes the way APIs can positively affect an organization's
profitability
The API economy enables a business or organization to become a platform
We live in an API economy, a set of business models and channels based on secure
access of functionality and exchange of data
Compiled by author from source: gartner.com Image Source: Google Images
A Cultural Shift-
The merging of digital forces is creating a massive
disruption in the market and altering customer’s
expectations
Mobile
SaaS
Cloud
Big data
Internet of Things (IoT)
Social
Compiled by author from source: cio.com Image Source: Google Images
API Financial Impact-
There was a time when only software professionals knew
about APIs Today, business leaders are aware of the financial impact APIs can have and
companies are generating revenue by exposing APIs as business building blocks for third party applications
Compiled by author from source: serchmicroservices.techtarget.com Image Source: Google Images
Winning In The Digital Era-
To win in the digital era, companies need to play a larger role in the API economy
Today, it’s difficult to imagine standing in a bank line to cash a check, or waiting over 10
minutes for a taxi to arrive
Though five years ago that would have been a normal part of our daily lives
We are used to the instant connectivity that puts the world at our fingertips
Compiled by author from source: cio.com Image Source: Google Images
3 Main Building Blocks-
1. Enable ecosystems of people, businesses and things to create value from the outside
in
2. Enable digital business by exposing existing assets like algorithms, information,
resources and analytics
3. leverage the business model platform to create new solutions
2. Business Model
Platforms
Using APIs to turn a business into a
platform involves three main building blocks:
Compiled by author from source: gartner.com
Integrate & Connect-
APIs Make it Easier to Integrate
and Connect:
Data
Places
Systems
Algorithms
New user experiences
Share data and information
Enable transactions
Create products and services
Compiled by author from source: gartner.com
CONTACT US FOR THE FULL PRESENTATION:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
www.mediacontactusa.com
Sources Cited:
• Christensson, Per. "API Definition." TechTerms. Sharpened Productions, 20 June 2016. Web. 30 January 2017. <https://techterms.com/definition/api>.
• "External Vs. Internal APIs." Apigee. N.p., 2016. Web. 8 Feb. 2017. <https://apigee.com/about/cp/external-vs-internal-apis>.
• How Financial Software Companies are Monetizing APIs - Maxcode. (2015, January 25). Retrieved from https://www.maxcode.net/software-development/financial-software-monetizing-apis/
• Mason, Ross. "How the API Economy is Igniting a Cultural Shift in Businesses." CIO. N.p., 15 Nov. 2016. Web. 7 Feb. 2017. <http://www.cio.com/article/3140646/apis/how-the-api-economy-is-igniting-a-cultural-shift-in-businesses.html>.
Sources Cited:
• Pettey, Christy. "Welcome to the API Economy." Smarter With Gartner. N.p., 9 June 2016. Web. 31 Jan. 2017. <http://www.gartner.com/smarterwithgartner/welcome-to-the-api-economy/>.
• "Research Center." ProgrammableWeb. N.p., n.d. Web. 30 Jan. 2017. <https://www.programmableweb.com/api-research>.
• "What is API Economy (application Programming Interface Economy)? - Definition from WhatIs.com." SearchMicroservices. N.p., n.d. Web. 30 Jan. 2017. <http://searchmicroservices.techtarget.com/definition/API-economy-application-programming-interface-economy>.
