Vic Germani
Client Technical Specialist
WebSphere Connectivity
vicgermani@us.ibm.com
© 2014 IBM Corporation
API Management
Impact Comes to Boston
September 25, 2014
Thomas Infantino
Director, Worldwide Sales
WW Integration and Smarter Process
infantin@us.ibm.com @tom_infantino
youtube.com/ibmapimanagement @ibmapimgt

Why APIs? Why do they matter?

APIs are a path to new business opportunities
Business models
are evolving
Branch Toll-free Website Web APIs
and growth is accelerating dramatically
APIs represent a new,
fast-growing channel
opportunity
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

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 |
Public versus Partner versus Internal
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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

For Free
Drives Adoptions of
APIs
Typically low valued
assets
Drive brand loyalty
Enter new channels
Example:
Facebook Login API
provides free
authentication for
any Web / mobile
app
Developer Pays
 Business Asset must be of
high value to the Developer
 For example, marketing
analytics, news,
 Capabilities such as credit
checks
Example:
Amazon EC2 Web
Services – APIs charge
per usage to launch
and manage virtual
servers.
Developer Gets Paid
 Provides incentive for
developer to leverage web
API
 Ad placements
 Percentage of revenue
sold product or services
Example:
Google AdSense
APIs pay developers
who include
advertising content
into apps
Indirect
 Use of API achieves same
goal that drives business
model.
 Increase awareness of
specific content, or
offerings
Example:
eBay Trading APIs
offer developers
access to trading
services extending the
reach of listings and
transactions
The Business of APIs – Who pays?

IBM Customer Examples

Large Airline in North America provides authorized access to
flight services
Business Challenge
Business 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

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

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

IBM API Management

API Success Requires Addressing Needs of
Multiple Stakeholders
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?

Developer Portal API Manager Management Console
© 2014 IBM Corporation
Easily manage your APIs
design, secure, control, publish, monitor & manage
Explore API documentation
Provision application keys
Self-service experience
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 Economy
IBM 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

Manage your APIs in the Cloud
IBM API Management Service (SaaS)
 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
 Available September 26 !!!!
 30 Day Free Trial
 https://apps.admin.ibmcloud.com/manage/trial/apim.html

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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