Why should C-Level care about APIs? It's the new economy, stupid.
In this 2013 version of our study on APIs, we identify how APIs allow companies to effectively pursue the classical triptych of business goals: business development, product development and supply chain management.
Through three new practical cases, discover how 5 companies, coming from the most traditional fields, use private APIs and technologies such as cloud and data in order to renovate their business and to invent new business models.
We studied the case of 5 japanese companies. 5 business cases showing the emerging business trend which consists in working on a private or partner-based API to change business models and find new paths of monetization:
// RETAIL: Seven Eleven, global leader of convenience stores, optimizes its logistics almost in real time by using APIs
// HEALTHCARE: OMRON, creator of connected healthcare devices, monetizes the data provided by its users to forecast epidemics
// INDUSTRY: Honda, mobile constructor, connects its entire car fleet with APIs, to provide intelligent guiding services to their clients
// MEDIA : Cookpad, originally a user-generated recipe website, sells its knowledge in consumer preferences to food-processing industry
// AGRICULTURE: Fujitsu, is getting ready to automate Japan's agriculture, in order to cope with the loss of workforce in Japanese companies
And you, how are you going to reinvent your business thanks to APIs?
La version 2013 de l’étude sur les APIs par FABERNOVEL.
A travers trois nouveaux cas pratiques, découvrez comment 5 entreprises, issues des secteurs les plus traditionnels, utilisent les APIs privées, les technologies cloud et la data pour renouveler leurs business et inventer de nouveaux modèles.
Nous sommes allés au Japon étudier le cas de cinq entreprises :
// RETAIL : Seven Eleven, leader mondial des conveniences stores, optimise sa logistique en temps quasi-réel grâce aux APIs
// SANTE : OMRON, créateur d’appareils connectés pour la santé, monétise les données fournis par ses utilisateurs pour prévoir les épidémies
// INDUSTRY : Honda, constructeur automobile, connecte l’ensemble de sa flotte avec des APIs, pour fournir des services de guidage intelligent à ses clients
// MEDIA : Cookpad, initialement un site de recettes fournis par l’utilisateur, revend son savoir des goûts consommateurs à l’agroalimentaire
// AGRICULTURE : Fujitsu, s’apprête à automatiser l’agriculture Japonaise, afin de faire face à la perte de main-d’oeuvre dans les campagnes japonaises
Et vous, comment allez vous réinventer votre business grâce aux APIs ?
2. THIS WORK WAS MADE FOR YOU TO SHARE, REUSE, REMIX,
REWORK…
It is licensed under the Creative Commons BY-NC-SA license to allow for further
contributions by experts and users in the coming months.
You are free to share and remix/adapt the work.
You must cite this document:
FABERNOVEL, Why Should I Care About APIs, December 2013
You may not use this work for commercial purposes. You may distribute a modified
work under the same or similar license.
Our job is to help large organizations think and act like startups. And we believe this
cannot be achieved without causing people to want to innovate and explore new
business models. Our ambition is to inspire you by giving you the keys to understand
new markets like Russia, new business drivers like APIs or successful companies like
Apple, Amazon, Facebook… or LinkedIn.
//
2
4. WHAT IS AN API?
An Application Programming Interface
(API) is a specification intended to be used
as an interface by software components
to communicate with each other. An API
may include specifications for routines, data
structures, object classes, and variables.
//
4
5. THERE ARE THREE MAIN TYPES OF APIS
Open
Partner
Private
Open APIs allow companies to
publicly expose information
and functionalities of one or
various systems and
applications to third parties
that do not necessarily have a
business relationship with
them.
Partner APIs are used to
facilitate communication and
integration of software
between a company and its
business partners
Private APIs are used
internally to facilitate the
integration of different
applications and systems used
by a company.
Advantages:
• Value-added service
• Up sell
• Must have for business
partners
Advantages:
• Rationalized infrastructure
• Reduced costs
• Increase flexibility: “realtime” business
• Improved internal
operations
Advantages:
• Delegated R&D
• Increased reach, traffic
• New revenue stream
//
5
6. APIS IS AN INNOVATIVE AND EFFICIENT MODEL ALLOWING
COMPANIES TO MANAGE THEIR CORE BUSINESS ONLY
API-DRIVEN COMPANY
TRADITIONAL COMPANY
Core
business
Finance
HR
HR
Finance
R&D
vs.
R&D
“Elastic” IT
Marketing
Sales
IT
Logistics
Logistics
Marketing
In a traditional company, all
functions are internalized to
support the core business
In an API-driven company, support
functions are externalized via an API,
focus is on the core business
//
6
7. « GOOGLE NOW » IS AN EXECUTION OF INTERNAL & EXTERNAL
APIS FOR PREDICTIVE INTELLIGENCE
Google Agenda &
Maps APIs
Flight Carriers APIs
Google Weather API
Travel Agency API
The value of Google Now lies in the aggregation of mostly free data external and internal data
//
7
8. TODAY, OPEN API GROWTH IS SKYROCKETING...
Number of public APIs listed on ProgrammableWeb
Source: ProgrammableWeb
//
8
9. ...AND OPEN APIS MEAN A LOT OF EXPOSURE FOR WEB GIANTS
30% $3.8B
9M
tweets from Twitter official APIs
AWS’ revenues (API-based)
apps & websites connected
14
1
1
billion API calls / day
Sources: the Verge, Gartner, Facebook, Netflix, Klout, ebay
billion API calls / day
billion API calls / day
//
9
11. MOST APIS ARE PRIVATE AND THUS INVISIBLE TO THE PUBLIC
Open APIs
10 332 APIs
Private APIs
//
11
12. HISTORICALLY, APIS WERE USED BY BIG SOFTWARE COMPANIES
BUT THEIR USAGE IS BECOMING MUCH MORE STANDARD TODAY
Application Services APIs
• Build new functionalities
• Trouble-free interoperability
• Accessible to big companies
APIs for operating systems
• Create application for OS
• Attract developers
• Enlarge customer base
• Limited to big software
companies
1985 - 2001
Source: 3Scale, What is an API?
Web services APIs
• Share data or services internally
and externally
• More unified communication protocol
• Accessible to any company
• Easy integration
Infrastructure services APIs
• Allows companies to
externalize IT infrastructures
• Access to computing power
• Available to anyone
1990s
2002
Internet of Things APIs
• Share data or services
internally and externally
• Generate new data and
optimize objects usage
• Get real-time information
on objects usage
2006
2013
//
12
13. IN THE 90’S APIS ALLOWED PROGRAMMERS TO
DEVELOP APPLICATIONS FOR OS
//
13
15. TOMORROW, ALL OBJECTS AND PEOPLE WILL BE ABLE TO EXCHANGE
RESOURCES THROUGH APIS
//
15
16. TOMORROW: THE RISE OF CONNECTED DEVICES IS THE
FUEL BEHIND BOTH PRIVATE AND PUBLIC APIS GROWTH
1
billion of everyday devices
are connected today
Source: Ericsson (considered a conservative figure)
50
billion devices will be
connected in 2020, and
this figure will double every
5 years
//
17. AFTER TOMORROW: THE PROGRAMMABLE ECONOMY
APIs foster all web
services
APIs are universal
infrastructure
At the beginning of the
2000’s there was a
website for everything:
APIs are the roads and
railways of the
information revolution.
• Check the weather
• Check in for a flight
• Book an hotel
Like distance to natural
ressources during the
XXth Century,
companies' ability to
use APIs becomes a key
factor of success today.
Tomorrow, everything
will be aggregated on a
single application like
Apple Passbook or
Google Now.
APIs will be the
pipelines for the XXIth
Century gold: data.
APIs are a basic need
During past years, being
connected everywhere
has switched from an
option to a must-needed
for all smartphone users.
While connected objects
become more and more
mainstream, their users
will ask for common
langages to plug them.
//
17
18. WHY C-LEVEL SHOULD BE INTERESTED IN APIS?
Communica7on
Director
CEO
CFO
CMO
COO
Sales
Director
HR
//
18
19. BECAUSE APIS ARE ALREADY DISRUPTING ALL TRADITIONAL
INDUSTRIES
Retail
Health
Car Industry
Media
Farming
//
19
21. 1// SEVEN&I: APIS & MASS-CUSTOMIZATION
7&I is a leading global company operating convenience stores. To maintain its position as
world largest franchisor, surpassing McDonalds, 7&I relies on a cutting-edge IT system
integrating all business departments in an “elastic” cloud infrastructure.
Internal APIs allow 7&I to take full advantage of their big data collection.
$29B+
market cap
56,000
stores globally
$65B
2013 revenue
// This retail giant implemented in its 15,000’s Japanese stores:
#1
100%
points of contact
connected
100%
line-up
optimized from
big data
Sources: Seven&I Annual Report 2013, The Japan Times, 7Spot, LINE campaign in 7&I shops
3X
deliveries per day
//
21
22. 2// CONNECTING ALL POINTS OF CONTACT THROUGH APIS
1 // ADVANCED CASHIER
DATA COLLECTION
PRIVATE API
Ø Push sales data
2 // ADVANCED LOYALTY
PLATFORM
•
•
•
•
•
• User data (age, gender)
• Environment data (location,
weather, time & date)
• Manually added information
25M card holders
15,000 shops network
Digital payment platform
Smartphone/NFC version
Staff incentives on membership activation
PRIVATE API
Ø Pull recommendations
3 // BIG DATA & ANALYTICS
• Real-time data processing:
• Stock management optimization
• Store line-up recommendations
4 // MASS-CUSTOMIZATION
• Store line-ups are changed up to 3
times/day based on data
recommendations
//
22
23. 3// THE VALUE OF APIs: INCREASING SALES REVENUE AND
COMPETING WITH E-COMMERCE
Seven&I optimizes line-up with Big Data technologies.
Seven&I challenges Amazon and its peers by becoming a data-driven company and
building the infrastructure to create personal shopping experiences.
[
[
]
]
(in seconds)
(now in hours)
Seven&I can’t beat e-commerce giants and real-time customization. But strong and
determined Big Data and intraday restocking strategies help them stay competitive with
e-commerce execution speed.
APIs help retail giants reach e-commerce speed
//
23
25. 1// OMRON: DATA RESELLING
OMRON is a Japanese manufacturer of health-related connected objects. OMRON
is historically an automation and electronic components company, which recently
entered the eHealth services business through private proprietary APIs.
+30%
Growth of OMRON B2B activities in
2013. Target revenue: $130M in 2015
Since 2012, OMRON partnered with DOCOMO and operated a business model switch, based
on APIs. Their new offer, Wellness LINK by OMRON, is a B2B service aggregating the Cloud
data from 15 OMRON devices (Bluetooth, NFC and USB).
Until 2012
Data accumulation and visualization for users
From 2013
New business model: creation of reference data sets for external
partners, sold through APIs.
Sources: WellnessLINK (jp), Aninews.in, Docomo
//
25
26. 2// FROM DEVICE MANUFACTURING TO DATA RESELLING
THROUGH PRIVATE APIs
1// eHEALTH DEVICES
PRIVATE API
Ø Push health data
• Blood pressure monitor
• Thermometer
• Scale Body Composition
monitor
• Pedometer
• Sleep monitors
PUBLIC API
Ø Pull health data
PARTNER API
Ø Pull Patterns
Ø Pull Predictions
PRIVATE API
Ø Pull health data
2// PUBLIC API
• 10+ mobile device applications
• Stronger engagement with tech
communities
• Real-time data availability
• Custom segmentation
3// PERSONAL
DASHBOARDS
• Cloud processing
• Multi-device service
• Context-based analytics
4// PARTNERSHIP THROUGH
PRIVATE APIs
• Real-time health data access for
practitioners
• Home monitoring for hospitals
• Disease and epidemics patterns
prediction for the State
//
26
27. 3// THE VALUE OF APIs: DEVELOPPING A NEW HEALTH
INTELLIGENCE BUSINESS MODEL
By reselling its health data, OMRON monetizes massive user data and has found a new
revenue channel.
B2C
NEW: B2B
Personal data visualisation
Disease & epidemics intelligence
Today:
40
million
Japanese suffer high
blood pressure
16
million
patients take a
treatment
1,500
hospitals
subscribed to Wellness
LINK to optimize
treatment efficiency
//
27
29. 1// HONDA INTERNAVI: FUTURE OF DRIVING
Honda was the first car manufacturer to release a navigation system in 1983.
Internavi Floating Car is Honda connected navigation service using mobile
networks launched in 2003.
The service gather 2 millions enabled cars in Japan.
Honda uses an internal API linked to its connected cars and
navigation system (InterNavi), allowing to pull/push
information to/from vehicles:
•
Each car pushes real-time data with location and speed
•
Honda archives data related to more than 1B km in Japan
•
Data are processed and shared real time
Services included:
Real-time
traffic conditions
Entertainment
features
Sources: Honda Connecting Lifelines, Honda Silicon Valley Lab
Car conditions
Applications
SDK
//
29
30. 2// IN THE FUTURE CARS WILL BE MORE SIMILAR TO
SMARTPHONES: CONTENT PLATFORMS WITH APPLICATIONS FOR
EVERY USAGE
PRIVATE API
Ø Push location & speed
Ø Pull informations
2M
connected cars
PUBLIC API
Ø Pull cars information
1// HONDA OFFICIAL APIs
• Real-time car
informations on your
computer
• Mobile devices
applications
2// PARTNER APPLICATIONS
• Music (Pandora,
aHaradio)
• Navigation (Smartloops,
Waze)
• ...
PARTNER API
Ø Push media content
PARTNER API
Ø Push environment
information
3// PARTNER APIS PUSH
CONTENT ON INTERNAVI
• Weather information
• Parking availability
• ...
//
30
31. 3// THE VALUE OF APIS: CREATING NETWORK EFFECT IN THE CAR
INDUSTRY
•
•
HONDA opened a Silicon Valley Innovation Lab to work with potential partners and
find new usages.
Lately, HONDA developped new prospectives use cases:
Share of internal APIs data to
predict road conditions after a
disaster (crowd sourcing)
Dedicated hacthakon with partners to
test and develop new usages
(the 1st Open API for a car)
Like Apple that turned the AppStore as a strong selling point, Honda is
developing an ecosystem around the Navi System.
//
31
33. 1//COOKPAD: THE COOKING DATA PLATFORM
Cookpad started as a web recipe sharing portal (≈Marmiton) and has since become a
global intermediation platform dedicated to food. Revenue was coming from
traditional online revenue streams such as:
Membership
Advertising
Marketing
1M+
500M+
$42M
paying members
pageviews/month
marketing revenue
Thanks to proprietary APIs and advanced use of Cloud architecture, Cookpad also
developed innovative revenue streams such as monetizing analytics tools used by brands
and business partners to gain better understanding of user behavior and most preferred
ingredients.
Sources: Coockpad, Cookpad Engineering Blog, ITMedia
//
33
34. 2// ON TOP OF CLASSICAL REVENUE STREAMS, COOKPAD’S GROWTH IS
SUSTAINED BY A SYSTEMATIC USE OF PROPRIETARY APIs AND
ADVANCED USE OF BIG DATA TECHNOLOGIES
User choice and taste
Crowd sourced by search
criteria
Reporting
Recipe analysis
PRIVATE API
Ø Push logs
Ø Push traffic data
Ø Push search data
Dashboards
Analytics & monitoring
PARTNER API
Ø Pull layout
recommendations
PARTNER API
Ø Pull taste
insights
1// RETAIL
Food department
layout is adjusted
with Cookpad
analytics
2//
RESTAURANT
Insight and
analytics on
client tastes
PARTNER API
Ø Pull taste
insights
3 // FOOD
INDUSTRY
Crowd sourced
recipes for
brands
//
34
35. 3// THE VALUE OF APIs: A UNIQUE NEW REVENUE CHAIN AND
BIG DATA EXPERTISE
Having built a cloud API-friendly platform allows Cookpad to launch new products and innovate
faster on mobile and abroad:
API-enabled recipe
suggestions based
on physical lists
Strong links with the
tech community
Crowd sourced
translation
With APIs and a cloud infrastructure to leverage its data, Cookpad turned itself from a
user-generated recipes platform into a big data company – with the associated metrics:
$55M
$860M
50%+
2013 revenue
Market cap
Profit margin
//
35
37. 1// FUJITSU: AUTOMATING ALL FARMS
Futjitsu has launched a new service called AKISAI that aggregates nationwide data from a network
of sensors and cameras installed in fields and farms. The records include various data like soil
temperature, moisture, rainfall, or humidity.
Futjitsu wants to address the new farmer market: young ex-urbans with no farming experience.
AKISAI uses Cloud technologies to store and process all
farming data:
•
•
•
Production schedules, production history, harvest volume,
and planting information pushed through APIs ;
Analytics give daily visualization of quality and cost for
each planted field ;
Farmers can look back on the results of previous plans and
modify the farming schedule for the future.
Services included:
200,000
Recommendations
based on history and
environnement
Advanced stats
visualistations
Full farming data
Cloud storage
Sources: CNET, Akisai Video Presentation, OpenToExport.com, DaiwaHouse
Expected customers
in 2016
//
37
38. 2// THE RURAL FLIGHT TOWARD DATA INTELLIGENCE AND
AUTOMATION
PRIVATE API
Ø Push production harvest data
Ø Push meteorological data
1// SENSORS
PRIVATE API
Ø Push production
quality metrics
PRIVATE API
Ø Pull farming
recommendations
2// MOBILE DEVICE
Smartphones enrich
Cloud data to improve
feedback quality
3// FARMING
INTELLIGENCE
Recommendations for
saving resources and
increasing revenue
PARTNER API
Ø Pull tractor
directions
4// AUTONOMOUS FARMING
Since 2010, autonomous
tractors are using satellites to
follow recommendations bases
on history analysis
//
38
39. 3// THE VALUE OF APIs: EMPOWERING THE NEW GENERATION OF
FARMERS WITH DATA TECHNOLOGY
The current situation in Japanese farming creates opportunities for automation and intelligence
• 60% of farmers are over 65 and the average age is over 70
• Only 420,000 out of 1.5 million farmers are engaged in full-time farming
• Ageing of Japanese agriculture pushed the topic of farming knowledge management
Tomorrow
After-Tomorrow
Daiwa House Agri-Cube
• Computer assisted traditional farming:
computers helps famers to take decisions
• Fully data-driven and computer-processed farms.
• System using advanced data computation to optimize
resources, from electricity, humidity or hydroponic
fertilizers
//
39
42. 1// SALESFORCE, CRM IN PLATFORM-AS-A-SERVICE MODE
Salesforce provides a range of CRM services in the cloud
via an API, on a subscription basis…
Sales force automation
Customer service, support, helpdesk
Social media monitoring
…and also some products related to companies workflow.
Performance management
Enterprise social network
Using Salesforce requires no software installation at customer
companies sites.
//
42
43. 2// WHAT WOULD IT COST IF THERE WERE NO APIS?
If Salesforce did not have an API, it would have to install its software at each client’s site, which means sending out staff to
install the software.
What would it cost?
Let’s
assume
that:
=
3 meeting/day
200 days/year
1 salesperson
Salesperson
600 meetings/year
Salesforce has 104 000 clients
To reach that client target in 3 years Salesforce would need around:
60
salespersons
=
$9
million
Salesforce is able to handle a large basis of clients while maintaining low costs. Delivering
services through an API is far more cost effective than running software locally on clients IT
infrastructures
//
43
44. 3// SALESFORCE API EASES IT SERVICES INTEGRATION
Thanks
to
its
API,
Salesforce
can
easily
integrate
with:
Applica7ons
Web
services
//
44
46. 1// EXPEDIA, MARKETING THROUGH APIS
Expedia is a travel booking company (train, plane, hotels, etc.). Before,
their web marketing would be done thanks to an HTML framed window
that affiliates would embed in their website.
Today, Expedia opened up an API for their affiliates to enable them to pick up:
Bookings
Photos
Search results
User reviews
It allowed developers who needed a piecemeal access to Expedia content to integrate it
seamlessly in their interfaces and experiences.
Today, Expedia Affiliate Network includes 10,000
partners and makes $2 billion revenue per year, 90%
of which comes from its API.
Source: RWW, How an API Can Transform Your Enterprise
//
46
47. 2// EXPEDIA, MARKETING THROUGH APIS
Room 77 is a hotel
reservations aggregator
Users perform a hotel
reservation search.
Several options are
suggested; they all redirect
to the matching hotel
booking partner
websites.
Links redirecting to
Expedia website
//
47
48. 3// EXPEDIA, MARKETING THROUGH APIS
Drives
more
traffic
to
Expedia
Generates
new
revenues
sources
New
distribu7on
channels
Thanks
to
its
API,
Expedia
affiliates
do
the
partnership
and
marke9ng
work
for
Expedia
at
a
low
marginal
cost
for
Expedia.
//
48
50. 1// MANY USE CASE SCENARIOS ARE BUILT ON THE NETFLIX API
NeMlix
offers
subscrip9on
to
unlimited
streaming
movie
and
TV
shows
In October 2008, Netflix opened an API to allow
developers to use its resources:
• Movie database
• Queue management
• Rental history
• …
The API is free and allows for commercial use
//
50
51. 2// MANY USE CASE SCENARIOS ARE BUILT ON THE NETFLIX API
800+
devices can stream
Netflix content
Source: Redesigning the Netflix API, Daniel Jacobson
20 000
developers use
the Netflix API
//
51
52. 3// WHAT WOULD IT COST IF THERE WERE NO APIS?
If Netflix did not have an API, it could not have developed thousands of applications
for hundreds of devices on its own.
What would it cost if Netflix developed these apps themselves?
=
Let’s
assume
that:
50 000$/year
Developer
20 000 developers use Netflix API
Having these developers in-house would cost Netflix:
$1
billion/year
Netflix allows third party developers to build applications for all
sorts of devices, thus catering to many needs without involving
high development costs.
//
52
54. 1// FITBIT API, EXTERNALIZING R&D
Fitbit is a fitness tracker that records health
and fitness data.
Originally, there was only one application
using the data developed by Fitbit.
In 2011, Fitbit created an API to allow third
party developers to create fitness apps
using Fitbit health data such as daily steps,
calories burned, food eaten and weight.
//
54
55. 2// THRIVING INNOVATION BASED ON THE FITBIT API
20 apps were built on the Fitbit API creating innovative
uses of fitness and health data
//
55
56. 3// THRIVING INNOVATION BASED ON THE FITBIT API
MapMyRun
uses
FitBit
health
data
to
provide
joggers
with
sta9s9cs
such
as
calories
burned,
heartbeat,
speed,
al9tude
//
56
57. 4// WHAT WOULD IT COST IF THERE WERE NO APIS?
If Fitbit had not had an API, they would have had to develop applications internally to create innovative
use cases. Without an API, it would not be able to leverage third party developers creativity.
What would it cost if Fitbit had developed these apps themselves?
Let’s
assume
that:
= $50 000
1 application
20 applications are using fitness data from Fitbit API
Developing these apps would have cost FitBit:
$1
million
Fitbit lets developers create new apps with its data, which results in higher usage of Fitbit device.
It only cost Fitbit the maintenance the API.
//
57
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WORK WITH US.
http://www.fabernovel.com
//
58
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Our main areas of expertise
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To the fabernovel team
DESIGN
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Partner & Art Director
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Junior Art Director
And also…
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Digital Strategy Consultant
COMMUNICATION
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Communication manager
ANALYST
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