© 2014 IBM Corporation

API ManagementImpact Comes to BostonSeptember 25, 2014

youtube.com/ibmapimanagement @ibmapimgt

Thomas InfantinoDirector, Worldwide SalesWW Integration and Smarter Processinfantin@us.ibm.com @tom_infantino

Vic GermaniClient Technical SpecialistWebSphere Connectivity vicgermani@us.ibm.com

Why APIs? Why do they matter?

and growth is accelerating dramatically

By End of 2014, 75% of the Fortune 1000 will offer public Web APIs

By 2016, 50% of B2B collaboration will take place through Web APIs

Sources: Gartner, Predicts 2012: Application Development, 4Q, 2011; Gartner, Govern Your Services and Manage Your APIs with Application Services Governance, 4Q 2012; Gartner, Open for Business: Learn to Profit by Open Data, 1Q 2012

APIs represent a new, fast-growing channel opportunity

Business models are evolving

APIs are a path to new business opportunities

Branch Toll-free Website Web APIs

Examples across Industries• Quote interest rate and Loan application• Checking room availability and reservation• Looking up an item at a store location and purchase

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@2014 IBM Corporation |3

Public versus Partner versus Internal

Public, Open-To-All

APIs

Protected, Open-To-Partner

APIs

Private, Internal

APIs

• APIs are open to any developer who wants to sign up

• Apps are more targeted towards end consumers

• The business driver is fostering external innovation, and quickly enter new customer facing ecosystems (Gaming, connected cars, Google glasses,…) or tools (IFTTT, wordpress,…)

• APIs are open to select business partners

• Apps could be targeted at end consumers or business users

• The business driver is often linked to the ability to automate processes, exchange data, and accelerate partner on-boarding

• APIs are exposed only to existing developers within the enterprise

• Apps are usually targeted at employees of the enterprise

• The business driver can be channel consistency, productivity through re-use, and internal innovation

Drives Adoptions of APIsTypically low valued assetsDrive brand loyaltyEnter new channels

For Free

Facebook Login API provides free authentication for any Web / mobile app

Example:

Developer Pays

Business Asset must be of high value to the Developer

For example, marketing analytics, news,

Capabilities such as credit checks

Amazon EC2 Web Services – APIs charge per usage to launch and manage virtual servers.

Example:

Developer Gets Paid

Provides incentive for developer to leverage web API

Ad placements

Percentage of revenue sold product or services

Google AdSense APIs pay developers who include advertising content into apps

Example:

Indirect

Use of API achieves same goal that drives business model.

Increase awareness of specific content, or offerings

eBay Trading APIs offer developers access to trading services extending the reach of listings and transactions

Example:

The Business of APIs – Who pays?

IBM Customer Examples

Business ChallengeBusiness Challenge External business partners retrieve flight information by scraping the

company’s website Unauthorized access to full flight information , with no usage analytics Delays in updating website – difficult for authorized partner to test changes REST-based API had just been built but security was not in place

Solution IBM API Management & DataPower

Business Value Easily and securely connect company Website to new APIs, saving cost of

building OAuth based secure access Enable secure exposure of APIs to External Business Partners, saving the

implementation cost of building a developer support infrastructure with access management

Ability to leverage existing investment in IBM DataPower gateway and internal team skillset

Enable secure Mobile app integration with Enterprise APIs

Large Airline in North America provides authorized access to flight services

Leading European Auto Manufacturer provides innovative vehicle connectivity with IBM API Management

Business Challenge Offer innovative connectivity services to customers, improve the

driver experience, improve safety, and create new revenue sources

Improve driving conditions with driver profiling, eco-driving, fleet management, reduce accident risk

Collect data to monetize them for partners

Solution IBM API Management, DataPower, MessageSight, Decision Mgmt

Business Value “Always connected” low-latency reliable communications with

the car systems/apps and customer mobile apps Vehicle data APIs published on secure developer portal Internal & external developers use vehicle data to develop

mobile applications Drives innovation for Mobile application development

Business ChallengeBusiness Challenge Difficult for internal partners and developers to discover

& access key retail services Leverage mobility as a revenue stream and manage

internal and external business partners No visibility on Service consumption or ability to

chargeback for LoB use of Services

Solution IBM API Management & DataPower

Business Value Offers 3rd party merchants secure standards-based access

to key business services as APIs, with a self-service experience

Provides an internal ecosystem for partners and a central repository with usage analytics

Drives innovation for Mobile application development

Leading Retailer in North America provides easy & secure access to retail services

IBM API Management

API Developer • How do I assemble APIs?• How do I manage security?• Will the infrastructure scale?• How do I measure performance?

App Developer

• Where do I access APIs?

• How do I understand the APIs?

• How do I measure success?

API Product Manager• How can I rapidly release & update my APIs?

• How do I publicize my API?• How do I measure success?

Operations Lead

• How do I manage all the API Environments that are being requested?

• How can I scale each environment?

• How can I easily find and fix issues?

API Success Requires Addressing Needs of Multiple Stakeholders

© 2014 IBM Corporation

Easily manage your APIsdesign, secure, control, publish, monitor & manage

Explore API documentation

Provision application keys

Self-service experience

Developer Portal API Manager Management Console

Define and manage APIs

Explore API usage with analytics

Manage API user communities

Provision system resources

Monitor runtime health

Scale the environment

API Gateway (IBM DataPower)

Enforce runtime policies to control API traffic

Join the API EconomyIBM API Management, for on-premise

Assemble business APIs easily Provide Secure or Open APIs Control APIs at a fine-grained level Analyze API usage Manage private, partner, public app developers Provide self-service app developer onboarding

What’s new in IBM API Management , for on-premise Single console to manage REST & SOAP services and publish to various app

developer communities Role-based access control and simple deployment architecture OAuth 2.0 support for secure APIs and web service discovery from WSRR Policy-driven API control & visibility across various environments Out of the box Developer Portal customization & Multiple Gateway Clusters

What’s new in IBM API Management , for on-premise Single console to manage REST & SOAP services and publish to various app

developer communities Role-based access control and simple deployment architecture OAuth 2.0 support for secure APIs and web service discovery from WSRR Policy-driven API control & visibility across various environments Out of the box Developer Portal customization & Multiple Gateway Clusters

Manage your APIs in the CloudIBM API Management Service (SaaS)

Available September 26 !!!! 30 Day Free Trial https://apps.admin.ibmcloud.com/manage/trial/apim.html

Available September 26 !!!! 30 Day Free Trial https://apps.admin.ibmcloud.com/manage/trial/apim.html

Similar capabilities of on-prem offered as SaaS Self-service, Try & Buy, credit card payment Monthly billing, Monthly/annual subscription Pricing based on number of API calls &

developer accounts, and optional logging of API payload

Assisted selling for large customers & volume buyers

Hosted on IBM SoftLayer Cloud

Demo

Takeaways

APIs are not new, how we use them is!

API usage is growing exponentially - the way business will be transacted going forward

APIs enable mobile, cloud, big data and social networks

IBM API Management is the right solution• Leverage a robust API Gateway to launch your API platform• Flexible deployment options – On-premise & SaaS• Thought Leadership & Active Developer community

– Free access to experts to help with API strategy – Experience API Team– Discussion forums, blog posts, events at developer.ibm.com/api– 1M+ participants on IBM developerWorks

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API Management Resources

Product Page• ibm.com/apimanagement

API developer community• developer.ibm.com/api

Twitter• @ibmapimgt

YouTube Channel• youtube.com/ibmapimanagement

Slideshare• slideshare.net/ibmapimgmt

Speaker Deck• speakerdeck.com/ibmapimgmt

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