Accelerating partnerships +generating revenue

with API management

Webinar18 September 2014

Your hosts

Kevin MayEditor & moderatorTnooz

Gene QuinnCEO & producerTnooz

Your panelists

Rob ZazuetaDirector, Platform ServicesIntel Services

Ryan HudginsPerformance Marketing Mgr.,Global Affiliate ProgramIntercontinental Hotels Group

Poll no. 1Where are you located?

Poll no. 2Which industry segment do you

represent?

Intel Confidential — Do Not Forward

Accelerating Partnerships + Generating Revenue with API ManagementRob Zazueta, Director Platform StrategyIntel Services

Ryan Hudgins, Performance Marketing Manager, Global Affiliate ProgramInterContinental Hotels Group

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Guest Speaker, Intel Services

Rob Zazueta @rzazueta

Director, Platform Services

Intel Services

8

OTAs Changed the Game

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Mobile is Changing it Further

10

Personalization Drives Loyalty

“By the end of 2014, digital check-in and room selection will be available at more than 4,000 Hilton Worldwide properties across 11 brands in 80-plus countries via members' Hilton HHonors accounts.”

http://news.hiltonworldwide.com/index.cfm/newsroom/detail/27192

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Unique Experiences Drive Customers

“When a guest calls down and asks for a toothbrush or extra towels, hotel employees simply load up the robot with the requested items, dial in the room number, and the Botlr handles the rest.”

http://techcrunch.com/2014/08/13/starwood-introduces-robotic-butlers-at-aloft-hotel-in-palo-alto/

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APIs Can Simplify Your Loyalty Program

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API Management Enables Innovation

• Traffic management and caching to reduce impact on backend systems

• Gateway and data transformation to expose legacy systems consistently and securely

• Package services to provide custom access for strategic partners

• All managed through a browser-based single pane of glass

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IHG Makes Partners a Priority

Poll no. 3Does your business offer API

connections to affiliates and other partners?

The IHG Story

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Guest Speaker, IHG

Ryan Hudgins

Performance Marketing Manager, Global Affiliate Program

InterContinental Hotels Group

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Agenda

• About IHG

• IHG’s mission + goals of API program

• Why APIs + API management

• Executing a robust partner program

• How to generate revenue from your API

• Results + examples

• Wrap-up

• Q&A

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About IHG

• One of the largest hotel companies in the world, InterContinental Hotels Group (IHG) has 4,700 hotels worldwide and 11 different brands

• IHG’s goal is to be the #1 hotel company with Great Hotels Guests Love®

• Won 2012 Advertiser of the Year at Commission Junction Awards

20

Consumer + Business Transition to Digital Practices

• Consumers are booking travel on an increasing number of travel websites and apps on multiple devices

• Consumer habits have informed traditional business practices – making affiliate business even more critical to large hotel chains like IHG

• Getting to market fast with an agile technology program in place was key to keep pace with the speed of business today

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Reinventing IHG’s Affiliate Program

• Partner onboarding was a long and arduous process – B2B feeds were cumbersome and only allowed one new partner per quarter

• Previous affiliate requirements were limiting – program required affiliates to meet data thresholds, eliminating many smaller and international companies

• Following technology trends isn’t enough – need to be a step ahead and provide the highest quality user experience for affiliates and customers

• Looked to APIs as an agile delivery layer for multiple affiliate types that would allow for speed, efficiency, and scale

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Why APIs?

With APIs, IHG can quickly onboard affiliates from around the globe, expanding its footprint and reach to consumers. A secure API program enables the business side to engage IHG affiliates, bridging the gap between technology and account management, to truly drive the business forward.

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Value of Opening Data

• Want hotel owners to have full hotels – putting the data out there in the face of competitors’ data allows for differentiation

• Data is detailed and rich – can be segmented and parsed out depending on how niche the affiliate/audience is, extending reach and customer satisfaction

• Affiliate relationships increase customer loyalty – only IHG allows loyalty members to get rewards club points by booking through an IHG affiliate

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Build vs. Buy: Why API Management?

Best-of-breed technology to manage APIs across brands from a single control center

Speed to market

Industry and market research-driven guidance by Strategy Services

Comprehensive developer portal and best practices on marketing

Allows IHG to focus on its core competency and enhance its best-in-class digital marketing program

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Leveraging Strategy Services

• IHG chose Strategy Services’ Go-to-Market Package to lay the foundation for optimizing the RoomService platform

• Engagement included:• Gap analysis in current and potential

partners• API and app landscape review• Portal pre-launch• API roadmap – an actionable plan

including platform rollout and recommendations

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RoomService: www.ihg.com/roomservice

Executing a Robust Affiliate API Program

Dynamic Developer Portal

• Three portal versions with unique experiences based on affiliate/partner type, determined by user login (affiliate, direct media, display media)

• 5 content rich APIs

• Real-time content includes info on individual hotels, thumbnail images, descriptions, amenities, rates, availability, etc.

• Booking through RoomService lets customers continue to accrue rewards club points, which is a differentiator from OTA competitors

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APIs Benefit Partners, IHG, + Customers Alike

RoomService API Program

IHG provides real-time data on hotel rates, bookings, amenities, images, and more.

Partner Partners sign up for a key and IHG pays them to promote IHG properties.

CustomersCustomers across the globe book stays at IHG properties that satisfy their unique preferences and receive IHG rewards club points.

IHG IHG expands its reach globally to new and existing customers.

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Results of API Program

37% increase in average order valuethrough RoomService

Less than 1 day to onboard

new partners down from 1 quarter

Nearly 100 partnersup from fewer than 10 pre-API program

27% revenue increase YoY

from the API program

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Example: Room77

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Example: Skyscanner

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Roadmap Going Forward

Thanks to a well-managed API program, in the near future IHG can easily:

Increase the scope of API usage to broader partners, internally and externally

Get more creative with data

Add additional tracking for Chinese and Japanese affiliate networks – expand further internationally

Become more strategic with retargeting efforts with data

 

Poll no. 4What are the biggest challenges to

API connectivity for a business?

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Wrap-Up

• As consumers and businesses begin to adopt digital practices, IHG sought an agile way to expand its reach and increase partner relationships

• IHG launched a robust partner API program to dramatically decrease the time it takes to onboard partners and to scale

• The company leverages API management for a central point of control and dynamic one-stop-shop that targets multiple partner types

• In less than one year, bookings and revenue have increased and customer loyalty has grown through the API program’s unique features

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Intel Services

Experienced:Silicon to Software

Complete:End to End

Transformative:Old to New

Building on our history of hardware innovation, we’re now creating the software platforms

that connect the “Internet of Things.”

Your time to value accelerates with an end-to-end approach

that integrates security throughout—from defining the

right strategy to managing your API programs to connecting all

of your devices and data.

We deliver innovative ways to bring legacy SOA-based services and modern APIs together with

the Intel® Mashery™ portfolio of products.

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With Intel Services, You Get:

FASTER APP DEVELOPMENT AND PARTNER GROWTH

BETTER, MORE SECURE API

PERFORMANCEDATA-POWERED

INSIGHTS

Intel Services has successfully enabled more than 200businesses with software services, and counting

®

Join Us at BAPI NY + London this October

BAPI NY | Oct. 8Jazz at Lincoln Center’s

Frederick P. Rose Hall

BAPI London | Oct. 29Altitude 360

apiconference.com

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Thank You

IHG

Ryan Hudginsryan.hudgins@ihg.com

Intel Services

Rob Zazueta | @rzazuetarob.zazueta@intel.com

communications@mashery.com | @mashery

Legal Disclaimer

THIS PRESENTATION CONTAINS THE GENERAL INSIGHTS AND OPINIONS OF INTEL CORPORATION (INTEL). THE INFORMATION IN THIS PRESENTATION IS PROVIDED FOR INFORMATION ONLY AND IS NOT TO BE RELIED UPON FOR ANY OTHER PURPOSE THAN EDUCATIONAL. USE AT YOUR OWN RISK! INTEL MAKES NO REPRESENTATIONS OR WARRANTIES REGARDING THE ACCURACY OR COMPLETENESS OF THE INFORMATION IN THIS PRESENTATION. INTEL ACCEPTS NO DUTY TO UPDATE THIS PRESENTATION BASED ON MORE CURRENT INFORMATION. INTEL IS NOT LIABLE FOR ANY DAMAGES, DIRECT OR INDIRECT, CONSEQUENTIAL OR OTHERWISE, THAT MAY ARISE, DIRECTLY OR INDIRECTLY, FROM THE USE OR MISUSE OF THE INFORMATION IN THIS PRESENTATION.  NO LICENSE, EXPRESS OR IMPLIED, BY ESTOPPEL OR OTHERWISE, TO ANY INTELLECTUAL PROPERTY RIGHTS IS GRANTED BY THIS DOCUMENT.  EXCEPT AS PROVIDED IN INTEL'S TERMS AND CONDITIONS OF SALE FOR SUCH PRODUCTS, INTEL ASSUMES NO LIABILITY WHATSOEVER AND INTEL DISCLAIMS ANY EXPRESS OR IMPLIED WARRANTY, RELATING TO SALE AND/OR USE OF INTEL PRODUCTS INCLUDING LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANY PATENT, COPYRIGHT OR OTHER INTELLECTUAL PROPERTY RIGHT.

Copyright ©2014 Intel Corporation.

Risk Factors

The above statements and any others in this document that refer to plans and expectations for the first quarter, the year and the future are forward-looking statements that involve a number of risks and uncertainties. Words such as “anticipates,” “expects,” “intends,” “plans,” “believes,” “seeks,” “estimates,” “may,” “will,” “should” and their variations identify forward-looking statements. Statements that refer to or are based on projections, uncertain events or assumptions also identify forward-looking statements. Many factors could affect Intel’s actual results, and variances from Intel’s current expectations regarding such factors could cause actual results to differ materially from those expressed in these forward-looking statements. Intel presently considers the following to be the important factors that could cause actual results to differ materially from the company’s expectations. Demand could be different from Intel's expectations due to factors including changes in business and economic conditions; customer acceptance of Intel’s and competitors’ products; supply constraints and other disruptions affecting customers; changes in customer order patterns including order cancellations; and changes in the level of inventory at customers. Uncertainty in global economic and financial conditions poses a risk that consumers and businesses may defer purchases in response to negative financial events, which could negatively affect product demand and other related matters. Intel operates in intensely competitive industries that are characterized by a high percentage of costs that are fixed or difficult to reduce in the short term and product demand that is highly variable and difficult to forecast. Revenue and the gross margin percentage are affected by the timing of Intel product introductions and the demand for and market acceptance of Intel's products; actions taken by Intel's competitors, including product offerings and introductions, marketing programs and pricing pressures and Intel’s response to such actions; and Intel’s ability to respond quickly to technological developments and to incorporate new features into its products. The gross margin percentage could vary significantly from expectations based on capacity utilization; variations in inventory valuation, including variations related to the timing of qualifying products for sale; changes in revenue levels; segment product mix; the timing and execution of the manufacturing ramp and associated costs; start-up costs; excess or obsolete inventory; changes in unit costs; defects or disruptions in the supply of materials or resources; product manufacturing quality/yields; and impairments of long-lived assets, including manufacturing, assembly/test and intangible assets.  Intel's results could be affected by adverse economic, social, political and physical/infrastructure conditions in countries where Intel, its customers or its suppliers operate, including military conflict and other security risks, natural disasters, infrastructure disruptions, health concerns and fluctuations in currency exchange rates. Expenses, particularly certain marketing and compensation expenses, as well as restructuring and asset impairment charges, vary depending on the level of demand for Intel's products and the level of revenue and profits. Intel’s results could be affected by the timing of closing of acquisitions and divestitures. Intel's results could be affected by adverse effects associated with product defects and errata (deviations from published specifications), and by litigation or regulatory matters involving intellectual property, stockholder, consumer, antitrust, disclosure and other issues, such as the litigation and regulatory matters described in Intel's SEC reports. An unfavorable ruling could include monetary damages or an injunction prohibiting Intel from manufacturing or selling one or more products, precluding particular business practices, impacting Intel’s ability to design its products, or requiring other remedies such as compulsory licensing of intellectual property. A detailed discussion of these and other factors that could affect Intel’s results is included in Intel’s SEC filings, including the company’s most recent reports on Form 10-Q, Form 10-K and earnings release.

Rev. 2/20/14

Q & A

Thank you!

Please send your questions to kevin@tnooz.comReplay and presentation from today’s webinar will be

avaialble on www.tnooz.com