Swisscom API Programm Präsentation Frank Fitzlaff

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Developer.swisscom.com
frank.fitzlaff@swisscom.com, API Product House
ipt Partner Event, 28. Oktober 2015
Developer.swisscom.com
Die Digitalisierung betrifft uns alle
Swisscom Strategie & Technologiewellen
Das Swisscom API Framework
Erfahrungen mit „Distributed Software Development“
Erste API Use Cases
Q&A
Agenda

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Developer.swisscom.com
Branchen die von der Digitalisierung heftig durchgeschüttelt wurden
Digitalisierung
Geschäftsmodelle vor dem Aus
Quelle: Tages Anzeiger, Collection Digitalisierung, 12. Juli 2015
Developer.swisscom.com
Don‘t get Ubered
Die digitale Transformation ist überall

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Developer.swisscom.com
In Richtung einer dematerialisierten Welt?
„Software eats the world“
Quelle: GDI – Zukunft der vernetzten Gesellschaft (2014): http://www.gdi.ch/de/Think-Tank/Studien/ProductDetail/611
Developer.swisscom.com
What is an Application Programming Interface (API)?
Provider Consumers
Digital Assets
Data, Content, Services Applications
Web, Mobile, Desktop
“An API specifies how software components interact with each other”

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Developer.swisscom.com
• All teams will henceforth expose their data and functionality through service interfaces.
• Teams must communicate with each other through these interfaces.
• There will be no other form of inter-process communication allowed: no direct linking, no
direct reads of another team’s data store, no shared-memory model, no back-doors
whatsoever. The only communication allowed is via service interface calls over the network.
• It doesn’t matter what technology they use.
• All service interfaces, without exception, must be designed from the ground up to be
externalizable. That is to say, the team must plan and design to be able to expose the
interface to developers in the outside world. No exceptions.
• Anyone who doesn’t do this will be fired.
The Secret to Amazons Success: Internal APIs
Jeff Bezos’ mandate (ca. 2002)
Quelle: http://apievangelist.com/2012/01/12/the-secret-to-amazons-success-internal-apis/
Developer.swisscom.com
The importance of APIs – Example „Tradier“
Digitalisation of a financial business
Tradier is a financial services cloud provider that offers a set of fully hosted
APIs, modules, and out-of-the-box tools that enable platform providers, financial
services firms, third party developers, and investors to rapidly create
customized trading experiences, real-time portfolios, and executions.

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Developer.swisscom.com
The Swisscom Strategy
Developer.swisscom.com
The Swisscom Digital Transformation
Our three waves of technology evolution
2008 202020162014
All IP
Transformation
API
Transformation
Cloud
Transformation

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Developer.swisscom.com
The opportunities with APIs
Swisscom assets enabling new business
PaymentCustomer Info
Developer
Community
Communication
Services
Identity Cloud Messaging Location
Developer.swisscom.com
Consumption
Network and Core Assets
Implementation
Swisscom Business Units Partners/Customers
Backend
Governance
- Internal APIs
- External APIs
BackendBackend
Service Exposure Platform
(API Management)
Swisscom API Framework and Governance
Developer
Community

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Developer.swisscom.com
Software Driven BusinessInfrastructure Business
The ‘agile’ worldThe ‘rocksolid’ world > APIs
> Cloud
> OTT Services
> Connectivity
> Devices
> ICT Infrastructure
> Faster lifecycles
technologies and markets
change rapidly, response times
are key
> Focus on agility and innovation,
„rapid prototyping“
> Uncertain markets and
business models
> Short projects, small
investments
> Longer lifecycles
predictable changes
> Focus on stability and
reliability
> Established markets and
business models
> Big installations,
huge investments
APIs are a cornerstone for…
Software driven business
Developer.swisscom.com
Distributed Product Development
To succeed Telcos need to change their DNA
> Delivering big bang products over long delivery
cycles
From
> Delivering MVPs to test hypotheses in the market
and create a learning loop
To
> Having piecemeal responsibility according to a
team’s function
> Having end-to-end responsibility for the financial
success of the product
> Thinking of products as a procurement plus
integration effort
> Thinking of products as buy-or-make, depending
on circumstances
> Thinking of products as projects to be delivered
> Thinking about products as living organisms that
evolve with the market
> Thinking that business requirements will be
fulfilled by a black box
> Understanding technological capabilities and
influencing requirements accordingly
> Working in silos, receiving input over one fence
and pushing output over another
> Working cross-functionally and minimizing
dependencies
> Thinking business units and departments > Thinking squads and extended teams
> Cascading decisions top-down
> Letting the domain experts decide, no matter
where they are in the org

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Developer.swisscom.com
Use Case – Webservice sign-up & check-out
Data capture can be effortless with Swisscom identity services
Customers enter SMS-code and ZIP The webservices form is pre-populated
Possible to capture a profile with <10 characters in user input
Capture a complete profile within seconds
> SMS token = 4 digits
> ZIP code = 4 digits
> OK button = 1 tap
> Total = 9 clicks / taps
> Prepopulate the check out form with all
available data
> User only needs to check the data
Peter
Create Account
Muster
peter.muster@domain.ch
Viktoriastrasse 60
Bern
+4179 770 70 70
Verify & Continue
Adding my number confirms that I’m authorized to add this number and consent to receiving
autodialed and prerecorded calls and texts for reasons described in our Privacy Policy.
Standard rates may apply.
3013
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Usecase – Account Details Verification (eg. bank, social network)
Swisscom assets enabling new business
• Verified account
• Fake profiles are
recognized early &
eliminated by the
service providers
• Compliance with
KYC requirements
improved
User entry…
… compared to Swisscom account details
• The potential user
goes through the
sign up dialog
• Matching of user
entry against
Swisscom-data
Swisscom delivers a matching score

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Developer.swisscom.com
APIs – als Bauklötze für Kundenerlebnisse
Mobilezone
Mit Spielklötzen baut man Türme, mit APIs baut man Kundenerlebnisse
z.B. die Online-Verlängerung von Swisscom Mobilverträgen für die Kunden von mobilezone.ch
Autorisierung
Vertragsverlängerung prüfen
Abos und Preise abfragen
Kundendetails abfragen
Info zur SIM Karte abfragen
Bestellung aufgeben
Developer.swisscom.com
APIs – die Bauklötze für Kundenerlebnisse
z.B. Apps bestellen im Swisscom Marketplace
https://businessapps.swisscom.ch

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Developer.swisscom.com
Internal APIs Swisscom APIs die in Swisscom Produkten eingesetzt werden
à Schneller Ressourcen Zugriff
à Kostenreduktion
Partner APIs Swisscom APIs mit denen Partner und Kunden eigene Produkte
bauen
à Umsatz
à Kundenbindung
à Prozess Automatisierung
Public APIs Ein Entwickler nutzt in seinem Produkt öffentliche Swisscom APIs
à Brand Promotion
à Service Testing
à Long Tail
A digital business creates value by delivering a
connected digital experience to customers, partners and employees
Swisscom API Anwendungsszenarien