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linkedin.com/in/mgabriel3 @melanieXgabriel
The Platform Economy.
The API Economy.
And what we can learn
from them.
Mel...
The digital
economy has
become
intertwined with
the traditional
economy.
MelanieGabriel|APIdaysZurich|May22,2019
___
The Platform
Economy.
The idea behind
platforms in its
essence has been
known by
generations
throughout
millennia.
MelanieGabriel|APIdaysZurich|...
Platform Model
Platform
Producer Consumer
Producer Consumer
Traditional (“Pipe”) Model
MelanieGabriel|APIdaysZurich|May22,...
Traditional (“Pipe”) Model
Platform
Producer Consumer
Producer Consumer
Value Creation
Platform Model
MelanieGabriel|APIda...
Traditional (“Pipe”) Model
Platform Model
Platform
Producer Consumer
Producer Consumer
Value Creation
Value Consumption
Me...
Platform Model
Platform
Producer Consumer
Producer Consumer
Value Creation
Value Consumption
Traditional (“Pipe”) Model
Me...
Traditional (“Pipe”) Model
Platform Model
Platform CreationCreation
Consum
ption
Consum
ption
Producer Consumer
Producer C...
A user can be
consumer and
producer at the
same time.
Producer Consumer
Plattform
MelanieGabriel|APIdaysZurich|May22,2019
Successful platforms
solve the
chicken and egg
problem.
Producer Consumer
MelanieGabriel|APIdaysZurich|May22,2019
Platforms leverage
network effects.
2 Users
1 Connection
8 Users
28 Connections
MelanieGabriel|APIdaysZurich|May22,2019
Source: Galloway, 2017
The top five
companies* in the
world are based
on the platform
business model.
* based on market cap...
Source: Chevallier (2019)
MelanieGabriel|APIdaysZurich|May22,2019
The API Economy is an enabler
for turning a business or
organization into a platform.
Kristin R. Moyer, VP at Gartner, 201...
___
The API
Economy.
API
Evangelist
APIOps
Cycles
Author of API
Product
Management API
University
API-using
company
Serial
Entrepreneur
MIT Pro...
API Economy is
pure marketing.
API Economy is the principle that
drives the digitalization of companies
and the society. I...
Technical Business Societal
Perspective Perspective Perspective
MelanieGabriel|APIdaysZurich|May22,2019
API Economy = APIs
Technical
Perspective
MelanieGabriel|APIdaysZurich|May22,2019
API Economy = positive
impact of APIs on a
company’s monetary and
non-monetary objectives.
Business
Perspective
MelanieGab...
API as a product makes
APIs tangible for customers.
Example: Online on-boarding process
Business
Perspective
MelanieGabrie...
APIs offer the
opportunity to market
company as cutting edge
and innovation-driven.
Example: Jeff Bezos’ Mandate, 2002
Bus...
APIs enable new
business models emerge,
that are solely based on
APIs.
Example: Twilio, Stripe
Business
Perspective
Melani...
The customer relationship
in the API Economy shifts
towards business-to-
developer (B2D).
Business
Perspective
MelanieGabr...
API Economy = Ownership
of data that is transferred
back and forth by APIs and
the corresponding impact
on society.
Societ...
___
How do these two
economies relate to
each other?
Technical Business Societal
Perspective Perspective Perspective
MelanieGabriel|APIdaysZurich|May22,2019
APIs are a subset
...
___
What impact does the
API Economy have on
the competition
landscape?
The advent of
the API
Economy
enables more
collaboration
between
startups and
incumbents.
+
MelanieGabriel|APIdaysZurich|M...
API Economy
enables the
concentration
on core
competencies.
MelanieGabriel|APIdaysZurich|May22,2019
Competition
beyond industry
borders.
MelanieGabriel|APIdaysZurich|May22,2019
___
Take-Aways
APIs are what
websites were for
businesses in the
90s.
API
Management
API Product
Management
The right
balance
Business
Cu...
API Management
should be a no-
brainer.
API Product
Management
The right
balance
Business
Culture B2D
API Strategy
is a Mu...
It's about finding
APIs for the customer
and not customers
for the APIs.
The right
balance
Business
Culture B2D
API
Managem...
Being successful in the
API Economy means
having the right balance
between internal and
external APIs.
API
Management
Busi...
Success is only 20%
dependent on the
technology, but 80%
on the business
culture.
The right
balance B2D
API
Management
API...
The race for
developers is won by
the company that has
the best developer
experience to offer.
API Strategy
is a Must-Have...
Thank you!
linkedin.com/in/mgabriel3
@melanieXgabriel
___
Sources
Bibliography
Gabriel, M. (2019). API Economy – Competition through Inclusion in Times of Monopolization and Centralization...
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APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

The Platform Economy, the API Economy and what we can learn from them
Melanie Gabriel, dizmo AG

APIdays Zurich 2019 - The Platform Economy, the API Economy and what we can learn from them Melanie Gabriel, dizmo AG

  1. 1. ___ linkedin.com/in/mgabriel3 @melanieXgabriel The Platform Economy. The API Economy. And what we can learn from them. Melanie Gabriel, Head of Marketing at dizmo.com
  2. 2. The digital economy has become intertwined with the traditional economy. MelanieGabriel|APIdaysZurich|May22,2019
  3. 3. ___ The Platform Economy.
  4. 4. The idea behind platforms in its essence has been known by generations throughout millennia. MelanieGabriel|APIdaysZurich|May22,2019
  5. 5. Platform Model Platform Producer Consumer Producer Consumer Traditional (“Pipe”) Model MelanieGabriel|APIdaysZurich|May22,2019
  6. 6. Traditional (“Pipe”) Model Platform Producer Consumer Producer Consumer Value Creation Platform Model MelanieGabriel|APIdaysZurich|May22,2019
  7. 7. Traditional (“Pipe”) Model Platform Model Platform Producer Consumer Producer Consumer Value Creation Value Consumption MelanieGabriel|APIdaysZurich|May22,2019
  8. 8. Platform Model Platform Producer Consumer Producer Consumer Value Creation Value Consumption Traditional (“Pipe”) Model MelanieGabriel|APIdaysZurich|May22,2019
  9. 9. Traditional (“Pipe”) Model Platform Model Platform CreationCreation Consum ption Consum ption Producer Consumer Producer Consumer Value Creation Value Consumption MelanieGabriel|APIdaysZurich|May22,2019
  10. 10. A user can be consumer and producer at the same time. Producer Consumer Plattform MelanieGabriel|APIdaysZurich|May22,2019
  11. 11. Successful platforms solve the chicken and egg problem. Producer Consumer MelanieGabriel|APIdaysZurich|May22,2019
  12. 12. Platforms leverage network effects. 2 Users 1 Connection 8 Users 28 Connections MelanieGabriel|APIdaysZurich|May22,2019
  13. 13. Source: Galloway, 2017 The top five companies* in the world are based on the platform business model. * based on market capitalisation MelanieGabriel|APIdaysZurich|May22,2019
  14. 14. Source: Chevallier (2019) MelanieGabriel|APIdaysZurich|May22,2019
  15. 15. The API Economy is an enabler for turning a business or organization into a platform. Kristin R. Moyer, VP at Gartner, 2016 MelanieGabriel|APIdaysZurich|May22,2019
  16. 16. ___ The API Economy.
  17. 17. API Evangelist APIOps Cycles Author of API Product Management API University API-using company Serial Entrepreneur MIT Professor & Bestselling Author Platform Revolution Globally active and successful API company API Program Lead Nordic APIs Serial EntrepreneurFounder APIdays API-using company Investor in API company MelanieGabriel|APIdaysZurich|May22,2019 * For privacy reasons the experts’ faces are not displayed, if you want to know more about the research background and results, feel free to contact me directly.
  18. 18. API Economy is pure marketing. API Economy is the principle that drives the digitalization of companies and the society. It is the new taylorism, the new organization of work in the digital space. MelanieGabriel|APIdaysZurich|May22,2019
  19. 19. Technical Business Societal Perspective Perspective Perspective MelanieGabriel|APIdaysZurich|May22,2019
  20. 20. API Economy = APIs Technical Perspective MelanieGabriel|APIdaysZurich|May22,2019
  21. 21. API Economy = positive impact of APIs on a company’s monetary and non-monetary objectives. Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  22. 22. API as a product makes APIs tangible for customers. Example: Online on-boarding process Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  23. 23. APIs offer the opportunity to market company as cutting edge and innovation-driven. Example: Jeff Bezos’ Mandate, 2002 Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  24. 24. APIs enable new business models emerge, that are solely based on APIs. Example: Twilio, Stripe Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  25. 25. The customer relationship in the API Economy shifts towards business-to- developer (B2D). Business Perspective MelanieGabriel|APIdaysZurich|May22,2019
  26. 26. API Economy = Ownership of data that is transferred back and forth by APIs and the corresponding impact on society. Societal Perspective MelanieGabriel|APIdaysZurich|May22,2019
  27. 27. ___ How do these two economies relate to each other?
  28. 28. Technical Business Societal Perspective Perspective Perspective MelanieGabriel|APIdaysZurich|May22,2019 APIs are a subset of the Platform Economy, making a platform a platform. APIs are the driving force behind Big Tech’s monopoly position and do not give individuals much choice. APIs help platforms scale fast, extract data to improve product offerings and very easily integrate partners in their ecosystem.
  29. 29. ___ What impact does the API Economy have on the competition landscape?
  30. 30. The advent of the API Economy enables more collaboration between startups and incumbents. + MelanieGabriel|APIdaysZurich|May22,2019
  31. 31. API Economy enables the concentration on core competencies. MelanieGabriel|APIdaysZurich|May22,2019
  32. 32. Competition beyond industry borders. MelanieGabriel|APIdaysZurich|May22,2019
  33. 33. ___ Take-Aways
  34. 34. APIs are what websites were for businesses in the 90s. API Management API Product Management The right balance Business Culture B2D MelanieGabriel|APIdaysZurich|May22,2019
  35. 35. API Management should be a no- brainer. API Product Management The right balance Business Culture B2D API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  36. 36. It's about finding APIs for the customer and not customers for the APIs. The right balance Business Culture B2D API Management API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  37. 37. Being successful in the API Economy means having the right balance between internal and external APIs. API Management Business Culture B2D API Product Management API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  38. 38. Success is only 20% dependent on the technology, but 80% on the business culture. The right balance B2D API Management API Product Management API Strategy is a Must-Have MelanieGabriel|APIdaysZurich|May22,2019
  39. 39. The race for developers is won by the company that has the best developer experience to offer. API Strategy is a Must-Have The right balance Business Culture API Product Management API Management MelanieGabriel|APIdaysZurich|May22,2019
  40. 40. Thank you! linkedin.com/in/mgabriel3 @melanieXgabriel
  41. 41. ___ Sources
  42. 42. Bibliography Gabriel, M. (2019). API Economy – Competition through Inclusion in Times of Monopolization and Centralization Tendencies in the Platform Economy. Master Thesis*. University of St. Gallen.
 
 *The master thesis was supervised by Prof. Dr. Miriam Meckel and is unpublished as of May 22, 2019. Image Sources All icons were retrieved from thenounproject.com Backendless (n.d.). API Services Engine. Retrieved on May 19, 2019 from www.backendless.com Chevallier, M. (December 12, 2018). Les Gafa sont-ils dangereux? Retrieved on May 19, 2019 from www.alternatives-economiques.fr Galloway, S. (2017). The Four: the Hidden DNA of Amazon, Apple, Facebook and Google. Random House. Guo, J. (n.d.). Tokyo fish market print. Retrieved on May 10, 2019 from www.odlco.com Hobbs, A. (2018, December 12). Complete Guide: 10 Smart Factory Trends to Watch Retrieved on May 19, 2019 from www.internetofbusiness.com Starta (n.d.). How to solve the chicken and egg problem in an online marketplace. Retrieved on May 19, 2019 from www.thestarta.com Schweihofer, S. (n.d.). Farbkleck Aquarell Türkis. Retrieved on May 19, 2019 from www.pixabay.com

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