Building a Products Portfolio for Real Business Results
Digital Strategy Webcast
Dan Tortorici @dantortorici
Jeremy Anticouni @JeremyAnticouni
© 2013 Apigee Corp. All Rights Reserved
YouTube Slideshare
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I Love APIs Conference 2013
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Building a Digital Product Portfolio Introduction
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Powered by Apigee
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• Digital products • Business models and monetization • Digital product design and development • Final thoughts
Agenda
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IT Architecture
IT Resources Operations Model Operational
Analytics Security & Privacy
Digital Platform
Blueprint Transformations Platform Analytics
Service Level Management
Digital Ecosystem
Recruitment Support Ecosystem Analytics Community
Digital Strategy
Initiative Insights Metrics
Digital Products
Apps Customer Analytics
Business Channel
Digital Success Model
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• Media • Mobile Apps • Tablet Apps • Next generation devices • Any device specific to your business
– Auto dash and telematics
• Devices and the IOT
Digital products, what are they?
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• Ability to repurpose and combine existing assets in a new and compelling way – Extending service
– Increasing customer interaction
• Increased synergy with partners to provide products and value beyond enterprise walls
• Crowd sourced innovation that can deliver products that were previously unimaginable
A new opportunity
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• For the App user – Easy to use as dictated by device form factor
– Provide fast access to useful information and services
– Provide value relevant to target device
– Consumer expectations raise the bar
• For the business – Extend backoffice, frontoffice, transactional systems in new ways not
previously possible
– Employ a business model aligned with business goals
– Achieve ‘impulse interaction’ with customer for greater mindshare
Characteristics of digital products
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The API: Key to unlocking digital business
Seeks the help of a concierge that simplifies access to services
A hotel guest needs access to desired services
Which are available from Service Providers
Dining
Events
Golf An App needs access to
desired services
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Which are available from all kinds of Service Providers
Seeks the help of an API to simplify access to services,
managed by an API Platform
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• API product – Treat the same as you would any other software product
– Design API products for the developers you need to target
– Design for an ‘Open API’ even though initial use may be internal
• API team – Cross functional team that covers all aspects of product lifecycle
– Business, product management, marketing, IT operations, engineering etc.
The API product and team
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• Digital products • Business models and monetization • Digital product design and development • Final thoughts
Agenda
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• Business and IT need to be in alignment with both business and technical visions
• Business objectives are powerful driver to business model • Increasing revenue
– Through imagining existing product in digital world (locators, upsell, cross-sell, distribution partners)
– New products that leverage existing ones and combine with compelling digital added value (partner synergy, social community)
– Extending reach to connect with new sources of prospects
Aligning business model with goals
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• Customer investment – Increasing customer interaction with additional points of contact
– Increasing services available to the customer
– Loyalty programs that leverage social and mobile
• Internal efficiency and productivity – Eliminating partner integrations
– Increasing enterprise agility and flexibility
– Enabling greater value of company information
Business goals driving digital business
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World Bank: Extending reach
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• Extending reach and impact through mobile
• Enabling external innovation with Open API and contests
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OnStar: Increase services available to the customer
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Needed to expand use of OnStar network for greater value beyond existing services offered
• Partner API enabled RelayRides to offer unique car rental service
• Partner API also used with B2B Smart Grid electric companies for efficient Chevy Volt charging scheduling
“We feel that opening up our proprietary API to developers will ensure that OnStar continues to keep customers connected in ways they never thought possible..”
- Eric Litt, CIO
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Business models for API monetization
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Free
Revenue Sharing Charging
Fees
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Business models for API monetization
Free
Duration
Quantity
Combination
Fees
One off
Recurring
Revenue Sharing
Fixed Revenue
Share bands
Product specific
Tax model
Group /company
Product specific
Charging
Transaction volume
Custom attribute
Flat rate
Flexible banded
Virtual currency
Group /company
Bundled
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• Model and monetization are specific to each API product • Business model
– Align with business goals which will determine developer community – If external developers are involved, keep a free API for fast learning – Business models evolve: Netflix changed to a partner model which
drove client availability • Monetization
– Needs to be a win-win for you and your developers – Often the best strategy is an extension of your current revenue strategy – Monetizing the API itself not recommended, too much differentiation and
value required
Best practices
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• Digital products • Business models and monetization • Digital product design and development • Final thoughts
Agenda
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Who are the developers?
App Types Examples
Developers Anywhere (Open API)
Partner Developers (Partner API)
Internal Developers (Internal API)
B2E, S2S B2B, B2C,
B2C
B2C
Who uses the API?
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• Data is the link across all your touchpoints and should enable consistent service and reflect customer relationship
• Transactions may be within the App for greater impulse purchases or the App may be used to driver greater sales through normal channels
• Easy access to service of value is an important hurdle to overcome to keep customers engaged
Design: Data, transaction, access
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• Apps provide another channel to reinforce brand • Can help demonstrate the uniqueness of your brand as well • The digital economy provides many data points to measure:
– Awareness: Page views and general API traffic – Registrations: Converting awareness to interest – Downloads: Product trials and evaluations – App purchases: Revenue associated with the digital channel
• API programs and Apps need marketing like any other product
Design: Brand, metrics, marketing
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• Wireframing & Prototyping – UX design and validation are critical to the success of an app.
– Cutting corners here often leads to significantly longer development.
• Limited Real Estate – Mobile devices have limited real estate.
– Ensure that your UI elements are properly sized and have a need to exist.
• Less Is More – Complicated interfaces are easy.
– Crafting a beautiful UI that is intuitive and simple: far more challenging.
Best practices for mobile app design
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• External Developers • Streamline the process, if they can’t self-service register they will go
elsewhere • The ‘Time to First Response’ is critical! • ‘Learn by trying’ environment simplifies learning • ‘Free’ access encourages taking the next step
• Sample code makes it easy to experience success • Example Apps show functionality in context • Available docs answer any corner cases • Access to support eliminates obstacles
Best practices for developers
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• Digital products • Business models and monetization • Digital product design and development • Final thoughts
Agenda
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• Digital products enable business solutions for all the classic business challenges
Final thoughts
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• Digital products enable business opportunity for all the classic business challenges
• Well designed products enable opportunities unique to the digital economy
Final thoughts
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• Digital products enable business opportunity for all the classic business challenges
• Well designed products enable opportunities unique to the digital economy
• Business models need to fit the characteristics and business goals of the API
Final thoughts
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• Digital products enable business opportunity for all the classic business challenges
• Well designed products enable opportunities unique to the digital economy
• Business models need to fit the characteristics and business goals of the API
• Design and development best practices provide the foundation for ease of use and customer satisfaction
Final thoughts
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I Love APIs Conference 2013
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Questions
Dan Tortorici @DanTortorici
Jeremy Anticouni @JeremyAnticouni
Thank you
youtube.com/apigee!slideshare.com/apigee!linkedin.com/company/apigee!
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