apis and value networks (3scale at apidays mediterranea)
DESCRIPTION
This talk was delivered by Manfred Bortenschlager from 3scale at the APIdays Mediterranea event in Barcelona on May 30. Manfred described the emergence of value networks (rather than value chains) supported by an increasing digitization of businesses. At the core are platforms-based business models. Access to assets is facilitated via APIs. Two main challenges were discussed: 1. Be attractive: open standards contribute (like APIcommons) 2. Be findable: describe and publish API descriptions in API search engines (like APIs.io and APIs.json)TRANSCRIPT
@ManfredBo
APIsFrom Value Chains to Value Networks
Manfred Bortenschlager
I work at 3scale.netOut-of-the-box API Management@3scale
APIDays MediterraneaMay 30, 2014
@ManfredBo2
What do I want to achieve?
Describe a current evolution
Highlight challenges
Suggest solutions
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Context
Technology of APIs
Business of APIs
Politics of APIsSource: Kin Lanehttp://apievangelist.com/2014/05/06/remembering-why-this-whole-api-thing-is-working--apidays-berlin/
@ManfredBo4
Value chains.
1985
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Source: Michael T. Porter (1985)Competitive Advantage: Creating and Sustaining Superior Performance
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Source: Gartner (2013)
Digitization
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The establishment of value networks.
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A value network…
…is defined as a value creating system in which all involved stakeholders co-produce value.
Source: Normann and Ramirez (1993)
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@ManfredBo11
At the center of a value network is a platform.
Platform Business Model
Image Source: http://www.healthandcare.co.uk/
Image Source: Wikipedia
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The Platform Benefit
few vs. a lot
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Benefits of Platforms
Acceleration via network effectsIncreased rate of innovationContribution of complementary elementsIncreased number of channelsEvolution and stabilizingIncreased visibility Reduction of cost and riskSource: Gawer & Cusumano (2002): Platform Leadership
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APIs enable the Platform Business Model.
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Challenges
1.Be attractive
2.Be findable
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Challenge 1: Be Attractive
Valuable Simple
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Open standards contribute to attractiveness.
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http://apicommons.org/
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Challenge 2: Be Findable
Connection + Gravity + Flow
Flow
how well the platform fosters exchange and co-creation of value.
Matchmaker Tools
facilitates connections between producers and consumers.Source: Sangeet Paul Choudary (2013)Platform Thinking
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http://APIs.io/
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@ManfredBo26
@ManfredBo28
API ManagementFor Developers
www.apitools.com
Out-of-the-box API Management
For API Providers
3scale.net
apistrategyconference.com
apicodex.3scale.net
Market Education & Evolution
APIcommons.org
APIs.io
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Wrap-up & Take-away
Emergence of value networks due to digitizationPlatforms are at the heart of value networks and allow more efficient value co-creation.Challenge 1: be attractive
leverage open standards / APIcommons
Challenge 2: be findable discoverability / APIs.io
@ManfredBo
Q&AManfred Bortenschlager
I work at 3scale.netOut-of-the-box API Management@3scale
APIsFrom Value Chains to Value Networks