API AS PRODUCT

What’s Involved

Amit Aggarwal

Rajiv Kaushik

Code Connect

FIS Global

Topics

Productization focus areas

Role of product manager

Market segmentation

Business value

Pricing models

Productization focus areas

Role of product manager

Informal poll

Terms and conditions Productization checklist

API

Product

Productizing APIs

Market

Segments

Roadmap(s)

DX (discovery, trial,

use cases)

GTM (pricing, t&c’s,

channels)

Standards

Product

Strategies

APIs

Additional Aspects

Development/COE

Internal Enablement (Support, Relationship Teams)

Solution Consulting/PSO

Analysts Relations

Maturity Models

Partner Network

Unlocking Hidden Value

Strategy &

Speed to Market

New Channels

Greater

Adoption

Revenue &

Retention

Exponential

Innovation

Role of the API Product Manager

API

Product

Manager

Solutions Solutions Internal Solutions

API Producers

Solutions Solutions Partner Solutions

Solutions Solutions Utilities Solutions Solutions Derivatives

& Packages Solutions Solutions Internal

API Consumers

Solutions Solutions Clients Solutions Solutions Partners Solutions Solutions Integrated Solutions

Solutions Solutions Executives

Stakeholders

Solutions Solutions Business Lines

Solutions Solutions Product Managers

Solutions Solutions Dev Leaders

Solutions Solutions Sales & Relations

Solutions Solutions Operations Solutions Solutions Partners

Solutions Solutions Clients

Productization

Market Segmentations

Financial

Institutions Merchant FinTech Integrator

Product &

Development

• ~1,800 US Banks

• CUs >$1B

Goals:

• Data/functionality

• 3rd Party Integrations

• Resell

(corporates/fintech)

• Innovation

• 3.7M in US

• $4T global payments

revenue by 2025

Goals:

• Data/functionality

• 3rd Party Integrations • Innovation

• ~6,000 companies

globally

• $500B by 2023

Goals:

• Componentized

• Packages • APIs as a Product

• ~5,000 companies

globally

• $700B by 2022

Goals:

• Innovate | Consolidate

• Package

• Resell\Partnerships

• 1000s of Developers

• 100s of Product

Managers

Goals:

• Innovate Holistically

• Reuse

• Rapidly Deploy

FinTech Sample. Numbers are for illustration only

Clients Partners Internal

API Product Strategies

Product

Vertical APIs

Pro

du

ct 1

Horizontal

APIs

APIs

Pro

du

ct 2

Pro

du

ct 3

APIs

Product

Value Added

APIs

APIs

Value Added Data

Value Added

APIs

APIs

Product

Enterprise API Roadmap

Product A

Enterprise

Roadmap

Product B

Product C

Product D

Product E

Product F Product G

Product F

Product G

Product H

Product J

Product K Product L

Product M

EXISTS OR

2019 ETA

2020 DELIVERY

NO

ETA

Product I

API Roadmap

Q2 2019 - Committed

Q2 2019 - Committed

Q2 2019 - Committed

Q2 2019

Q3 2019 - Planned

Q4 2019 - Planned

Q4 2019 - Planned

Q4 2019 - Planned

Q4 2019 - Planned

Q3 2019 - Committed

Q3 2019 - Committed

Q3 2019

Q1 2020 - Planned

Q1 2020- Planned

Q1 2020

Q1 2020 Commentary

Commentary

Commentary

Commentary

Commentary Commentary

Commentary

Commentary

Commentary Commentary

Commentary

Commentary

Commentary

Commentary

Commentary

Commentary

KEY

• COMMITTED – The product and development teams are confident in these deliverables and the dates can be shared

with clients. The initiative is funded, resourced, in process and on track.

• PLANNED – The dates are less certain and will be revised as commitments are finalized. The initiative is planned

but funding, staffing and approach are pending.

ENHANCEMENTS

ENHANCEMENTS

ENHANCEMENTS

ENHANCEMENTS

API as Product Maturity Model

What Levels Why Audience Evaluation

Indicate where

API is in its

maturity lifecycle

• Level 0: Initial

• Level 1: Standard

• Level 2: Mature

• Disclose Technical

and Business

characteristics

• Path to next level

of maturity

• Clients

• Internal

consumers

• API publisher

• Richardson Model

& Amundsen

Model

• Internal standards

• Design

• Docs

• Platform

• Pricing

• Legal

Developing and Publishing APIs

Design Standards Consistency Versioning

Contract Centric

Design

Example:

Common

Customer across

Products

OAS and industry

Standards

Examples:

Open Banking

BIAN

Semantic naming

Consistent look and

feel across Products

Example:

API naming – Account

(Loan) vs Loan

Account

Versioning Policy

Example

Backwards

computability of

Major versions (V2

with V1)

Go-To-Market (GTM)

Pricing 01

02 Marketing

04 Sales

03 Analysts

05 Partners

06 Contracts

Pricing Considerations

Sales Guidance

Product Guidance

Client Guidance

ROI Simple

Predictable Competitive

Low Barrier to Entry

Scalable

Clients Want

Pricing – Internal Considerations

Profit Margin Recurring Revenue

Penetration Pricing

Price-Demand

Retention Market Share Survival Competition

Transformative Value

Ease of Add-Ons

Direct Sales Reseller

Developing and Publishing APIs

Usage Freemium Subscription Upsell

Twilio

Google

Maps

Thomson

Reuters

Knowledge

Direct

Salesforce

Enterprise

Interactive

Brokers

Pricing – Models

Usage

Twilio

Clients See

Simple

Low Barrier to Entry

Pricing – Models

Freemium

Google Maps

Clients See

Simple

Low Barrier to Entry

Predictable

Pricing – Models

Subscription

Knowledge Direct

Clients See

Simple

Scalable

Predictable

Enterprise

Bundles

Clients See

Scalable

Predictable

Terms & Conditions

Concern Position

Patents Patents by consumer Must exclude from

Patent

Open Source Open Source by consumer

Must exclude from

Open Source License

Versions Version Compatibility

Minor versions

compatible. Major

versions not

compatible

3rd Parties Access by 3rd Parties Must disclose and

sign NDA

SLAs Response Time 1 second monthly

average

Discover Subscribe Play Learn Consume Engage Publish Support

DX Sandbox

Developer Conference

Developer Portal

Reference Apps

API Reference Developer Community

Hackathons

Instant Subscription

Use Case Templates

Intuitive

Informal Poll

Question

How important is DX for API Publisher? 1. Very Important 2. Somewhat Important 3. Not at all, just publish APIs

User Journey

1. Search - Filter

IBM

2. Features

Deutsche Bank

3. Function

Deutsche Bank

4. Data

Deutsche Bank

5. Pricing

5. Test Drive

Gengo

6. Use Cases

Stripe/VISA

6. Use Cases

VISA

7. Collaborate – Developer Community

VISA

7. Developer Community Platform

StackOverflow

Productization Checklist

Market Analysis

Pricing

Roadmap

Value Prop

Dev Standards

Partners

Analysts

Contracts

DX- Sandbox

DX- Use Cases

GTM Readiness

DX- Dev Community

Q&A

Amit Aggarwal

Rajiv Kaushik

Code Connect

FIS Global