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API AS PRODUCT-
WHAT’S INVOLVED
Rajiv Kaushik
API Product Manager
FIS Global
Linkedin.com/in/rajivsprofile
API World
Oct 10, 2019
1
Topics
2
• Productization focus areas
• Role of API Product Manager
• Live Poll
• Market Segmentation
• Business Value • Pricing models • Terms &
Conditions • Roadmap
• API as Product Maturity
• DX Live Poll • DX Samples
• Productization
Checklist
Product
API
3
MARKET
ROADMAP
VALUE PROP
DX
PRICING
TERMS &
CONDITIONS
Productizing APIs
Not all aspects listed 4
Other Aspects
USE CASES
PARTNER NETWORK
ANALYSTS
SOLUTION CONSULTING
PROFESSIONAL
SERVICES
5
STANDARDS
API Product Manager
DX
API Producers API Consumers
Strategy
Roadmap
Market Go-To-Market
6
Live Poll
Question
Does your organization
have an API Product
Manager(s) ?
1. Yes
2. No
3. I Don’t know
Vote
Go to
Slido.com
code
apiworld
7
Live Poll Results
Target Market
Financial
Institution
Integrator
FinTech Merchant
FinTech Sample. Numbers are for illustration only
Internal
• ~1,800 US
Banks
• CUs >$1B
• ~5,000
companies
globally
• $700B by 2022
• ~6,000
companies
globally
• $500B by 2023
• 3.7M in US
• $4T global
payments
revenue by
2025
• 4000+
Developers
• 200+ Product
Managers
8
Market Requirements
Financial
Institutions Integrators FinTech Merchants Internal
Access own
data
Assemble
best-of-breed
New Apps &
Products
Intelligence
API
Marketplace
Fin Tech Sample 9
Product Value
Speed to Market
New Channel
Fosters Innovation
Greater Adoption
Retention
Revenue
10
Product Value- API Situations
Simplified, for illustration only
API As
Another Channel
API as The
Channel API As Value
Added Channel
11
Pricing – Client Considerations
Sales Guidance
Product Guidance
Client Guidance
Clients Want
Simple
Predictable
Competitive
Low Barrier to Entry
Scalable
12
Pricing – Internal Considerations
Price - Demand
Transformative Value
Penetration Pricing
Avoid RFP
Ease of Add-Ons
Direct Sales
Profit Margin
Recurring Revenue
Retention
Survival
Market Share
Competitor
Reseller
13
Pricing Models
Google Maps
Thompson
Reuters Knowledge
Direct
Usage
Based
Twilio
Freemium Subscription
Based
(Bundles of Products)
Enterprise
Salesforce
Upsell
14
Pricing Models
Usage Based
Twilio
Clients See
Simple
Low Barrier to Entry
15
Pricing Models
Google Maps
Freemium Clients See
Simple
Predictable
Low Barrier to Entry
16
Pricing Models
Thompson
Reuters Knowledge
Direct
Subscription
Based Clients See
Simple
Predictable
Scalable
17
Pricing Models
(Bundles of Products)
Enterprise Clients See
Predictable
Scalable
18
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 19
Enterprise API Roadmap
Product A
FIS CODE
CONNECT Product B
Product C
Product D
Product E
Product F Product G
Product F
Product G
Product H
Product I
Product J
Product K Product L
Product M
EXISTS
OR
2019 ETA
2020 DELIVERY
NO
ETA
API Roadmap 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.
ENHANCEMENT
ENHANCEMENT
ENHANCEMENT
ENHANCEMENT
Q2 2019 Commentary
Q2 2019 - COMMITTED Commentary
Q2 2019 – COMMITTED Commentary
Q2 2019 - COMMITTED Commentary
Q3 2019 Commentary
Q3 2019 - COMMITTED Commentary
Q3 2019 - PLANNED Commentary
Q3 2019 - COMMITTED Commentary
Q4 2019 - PLANNED Commentary
Q4 2019 - PLANNED Commentary
Q4 2019 – PLANNED Commentary
Q4 2019 - PLANNED Commentary
Q1 2020 - PLANNED Commentary
Q1 2020 Commentary
Q1 2020
Commentary
Q1 2020 - PLANNED Commentary
21
API as Product Maturity Model
Level 0: Initial Level 1: Standard Level 2: Mature
What
Indicate where API is in its maturity lifecycle
Levels Why
• Disclose Technical and Business characteristics
• Path to next level of maturity
Evaluation
• Richardson Model & Amundsen Model
• Internal standards
Design Docs Platform Pricing Legal
Audience
• Clients
• Internal
consumers
• API
publisher
22
DX Developer Community
Instant Subscription
Reference Apps
Use Case Templates
Developer Conference
Sandbox
Hackathons
Intuitive
Developer Portal
API Reference
23
Live Poll
Question
How important should
Developer Experience be to
the API Publisher?
1. Very Important
2. Somewhat Important
3. Not at all, just publish
APIs
Vote
Go to
Slido.com
code
apiworld
24
Live Poll Results
Search - Filter
25
Features
Copyright Deutsche Bank
26
Function
Copyright Deutsche Bank
27
Data
Copyright Deutsche Bank
28
Pricing
29
Test-Drive
30
Use Cases
31
Use Cases
32
Collaborate - Developer Community
33
Collaborate - Developer Community Platform
34
Productization Checklist
35
Market Analysis
Pricing
Roadmap
Value Proposition
Terms & Conditions
DX- Sandbox
DX- Dev Community
DX – Catalog
Use Cases
PSO
Partners
Support
Q&A
36
Rajiv Kaushik
API Product Manager
FIS Global
Linkedin.com/in/rajivsprofile
