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Delivering new customer experiences using APIs

Gregory Brail
Software Engineer at Google
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Google Cloud Next 2020
July 14, 2020, Online, San Francisco, CA, USA
Google Cloud Next 2020
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About speaker

Gregory Brail
Software Engineer at Google

Greg leads the architecture of the Apigee products within Google cloud, where he continues to work across engineering, product management, sales and marketing to help ensure that we deliver the products that are driving the API revolution in companies of all sizes.Greg continues to evangelize for the role of APIs and API management in the world through various forums inside and outside Google. He also continues to experiment with new ideas by writing code and maintains a number of open source projects.

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About the talk

Today’s successful enterprises are powered by APIs. They’re used to deliver new digital experiences to customers, to open new business opportunities by creating platforms for partners, and to unleash innovation within the enterprise.

Doing all this requires a full lifecycle API management system so that enterprises have control and visibility over all these APIs.

Learn how to do this based on field-tested best practices and real-world use cases.

Speaker: Gregory Brail

Watch more:

Google Cloud Next ’20: OnAir → https://goo.gle/next2020

Subscribe to the GCP Channel → https://goo.gle/GCP

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product: Apigee; fullname: Gregory Brail;

event: Google Cloud Next 2020; re_ty: Publish;

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Hi, I'm Greg trail from Google. I want to talk today about apis in particular about how companies are using apis to deliver new experiences for their customers are there, those are business, customers are Ordinary People and how you can actually do that in your business. Parts to this talk, we're going to start with an update about some ways in which people are using apis. Today. Some ways in which companies are using API, still delivering new digital experiences and in some cases even do business-to-business experiences. Ross, I'm going to talk about how you can

govern and Nana's does apic the whole life cycle of an apis. You create can actually be useful and productive allow all sorts of new technologies to be created. And finally, I want to talk about implementation strategies. What is API management? How does it fit in? How do you actually fit an API or an API program into today's kinds of digital marketing? First time I ever talked a little bit about what's important on our mind today in some of the things that were thinking about a lot in today's world. First of all, we're thinking a lot about Healthcare thinking about being

healthy or thinking about keeping our families healthy, or thinking about how we're going to get health care. How are we going to visit the doctor or we going to do a video visit? Actual visit, are we going to pay for the doctor? What's the status of our insurance? These are all the kinds of things that are on our mind today. Russia going to talk about your food. You'll have to eat at nowadays. We find ourselves asking questions. Like we're still coming from where we are? We getting grocery delivery going to the grocery store? Are we ordering our food? Are they calling on a phone? Are we using

an app for using a delivery service there? More options than there has ever been before? And a lot of options are given by API. Finally, we want to talk about how we get the things we need to run our household. How do we get those necessities of daily life, where we going to find some, are there enough in the store? And we order them online? Do we need to have them delivered. We need to go to the store and get the. These are all the kinds of questions that people are asking. Retail is one of those Industries that's been going through a digital transformation for a long

time. Now, at apis, are an important part of what they do as well. Let me talk about three companies were actually at least three particular areas and some Innovative things that they're doing with API. Which company is change. Healthcare Health Care is not a health care provider or a hospital conglomerate or a doctor there, a service provider to all those people in particular. They offer something that they call the API and services connection for health care which is just what it sounds like. It's a set of apis that these different kinds of

healthcare providers can use. In order to deliver things like Health, eligibility, calculations patients responsibilities calculation. So when you're going to go to the doctor, you can have some idea how much you'll have to pay out-of-pocket vs. How much insurance will cover healthcare companies that want to offer a better digital patient experience and they're being useful for for many years, which is still allows third-party Innovation. They provide a set of services and their customers can then build up services to deliver Innovative

technology. Now see who wants a food one company, that's no stranger to a digital experiences. Pizza Hut. Pizza Hut now has an app called The Pizza Tracker, and the Pizza Tracker literally. Lets you keep track of your pizza and believe it or not, is the American Football Championship which is a big event in America. A lot of people want pizza and when they order that pizza, they want to know where it is Pizza Hut. Have to not only deliver these new digital experiences because people don't just want to call the local pizza place. And have someone

Mumble back to them, that their pieces, going to arrive in time for the kickoff and want to know that they're going to get the exact order when they ordered it when they need it. So for that this piece of trackers, a new digital experience they've created and they built it on top of a layer of a dice that connects, two systems up and already had within the business were talking these things. Do they take advantage of all the things underneath the API, autoscaling Google kubernetes engine, and other Technologies like that. So that when that

demands spikes their it systems, don't struggle, and you don't give the customers a bad experience. I'm giving them out response to that track, that very important things that's on, their way, to her house to keep their friends. And finally, we'll talk about retail retail. Spend doing digital things for a long time, but there are a lot of new things that are happening. Conrad electronic is one example. They're actually in Germany and one of the things they did this, they took a lot of the data from their existing Legacy data. Warehousing. Moved into bigquery. This is not a big

great presentation. There are some great ones that at the next. I'm sure you can listen to. But one of the things they did with big furry, then was give access to those data warehouse items via API by doing that. Now, they're B2B customers. Can now use those apis on top of things that have more timely and more accurate information about Conrad's offerings, and even their inventory than they could have before, because they gave him a channel for getting that information that's much easier for developers to consume in a day.

In order to help, customers better understand what's in stock, what the prices. And now, when you come to the store, the people who work in the store, with that tool are better informed than they ever were before resulting, in a better customer experience, which means they're. So, that's a really cool example of using an API for multiple contacts, as well as to improve the way things work and improve their own customer experience. Look up a little bit about how apis are being used by all kinds of companies and they all have apis at the core. Really. And what we found is that and

I've been talking about apis on and off, since about 2009, it began as something that people, you know. We're not sure why we were talking about it, like, really want to offer these external services and now they really become the industries of all types of communicating example, examples of the way, the people are doing things like building new mobile applications of digital applications based on a government. Whatever we talk about apis a Google. We almost always start with this little chart you see here which we call the digital value chain. And there are

a couple of important things about this. One important thing is the technology after all an API is a bit of Technology, even more important and the connection that were especially interested. In what we talked about the eyes is that connection between the developer API team for the people who prayed the API or manager, Governor, sometimes called the telling people to use it. The interesting thing about this digital value chain is also let us focus on start of a few know where the real value is. So as technologist, we

always want to start with the backend stuff stuff. We understand we have a legacy system that keeps track of our inventory for us, back in the system, that's how you use it. That's not a really always the best way to make some technology useful outside the organization. But it's often where we start, but it's not always the most effective. What about the developers? How are they going to use those apis, effectively? What about the actual customer? Don't make sense in another perspective often to talk about an outside in perspective, starting really, what do the customers want? A

business-to-consumer aspect of product managers. You have people in the organization will probably have all sorts of great ideas for new Services. They can offer to their customers, going back to that Pizza Hut. Had to come to a technology team and say, how are we going to build that? Where's the information? We need to build that while it may be locked inside Legacy systems in your company and it may require some new wave. You might want to actually make apis that you do large Partners

to use a different kind of there. Might not only be a different set of requirements or what does different requirements and it's got to be presented in a different format. Do a great example of how to apply this. Digital value chain is to start with a real actionable project and then move on. In order, we did a webinar recently with MTN, which is a multinational Telco located in Africa and they've embraced apis. And I think they have a great example for

how you can actually use this digital value chain and production, they started in the problem right in front of them. They need some specific point. The point is right there, call centers. And then after that, they were able to have additional pieces of functionality that they can build with their API like omni-channel retail like apis for used by their Partners. Like even eventually things like digital assistants iot devices. All of these things, begin to be possible as they started with a simple API and started my solving a single business problem.

And then they branched out to build a much more comprehensive platform work today but have a variety of and own product managers completely Saints across a whole lot of marketing campaign. And once you have the technology to make it possible for people to consume consumer, I'm at API is extremely low. Before you even before you had self-service, it was a different world. When you have to build a new business for hire software developers in order to implement a new idea, it's much much, much more expensive then when someone can simply sign up for an API via cell

service, using an interface, that a developer understands well and start working, What we find is that the customers that succeed with apis end up sort of moving up this chain from the left to the right. People often start out with a few next fine, we need to enter brake system, a in the system b, a a new mobile application, WhatsApp application, be usable enough, it will be able to use it for other applications in the future and that's where we start to move up to the right. We move from basically giving access to apis those differential digital experiences like the Pizza

Hut, Pizza Tracker. Listings.com is when people are able to use those API security systems to create a new types of business. And to enter in new ways for people to interact with them, with them as company. So there are a couple of different reasons why you might want to have an ecosystem. What is simply, you may be able to unlock new lines of business. I mean, going back. I'm I'm not sure exactly what the business. Pizza Hut, right business around offering

API related services for healthcare providers. Use Those ecosystems also help me better meet the needs of the customers and that's a really important thing and help you discover a new customers. It was a really important. Because once you started to use an API to build an ecosystem, you may find that some of the best customer experiences and some of the best new lines of business for you, couldn't come from people who are using your apis from outside your company. We've talked for years about API something, something that you use to drive, third-party, Innovation, and that

remains true. And we have a number of customers who were doing that and doing that. In some very interesting with example of this area is Ticketmaster, Ticketmaster is, primarily US national presence. Now, maybe at this particular moment, there weren't as many of those selling as there once were, but that will come back and what Ticketmaster did is API. Places like retailers like Costco digital platforms like Facebook. You can even imagine on airline or a hotel company saying hey when you book tickets at our hotel

play using Ticketmaster and because they have those apis for business-to-business interaction, they're actually able to create a whole new business channels to enabled them to be embedded in someone else's digital experience, and a great example of that is at the 2018, 15% by creating a system Never cheated making. All this work is what we call an API product which is basically to say that these apis are not just technology is not simply a list of URL in The Burbs and tokens and TLS requirements and weight limits, and based on

your credit for a developer who's going to build it out. So you have to think about all the different aspects of that. How are you going to secure that? So that the right security mechanism is used that for developers can actually understand, but then meet the security requirements for the kind of date of the senior ATI. You got to think about how you're going to monitor and analyze it. So you can tell other people are using what does Lee? Whether it's bringing business value weather developers are

being successful, he might even think about monetizing That's not something that often comes up. But there are a number of companies who have apis that provide businesses. We're literally on a transactional basis. They're worth a lot of money, they provide very detailed Financial projections example, for sharing philosophy is to enable self service for developers. That's really what apis an API management. It's not that difficult to put the technology in place,

to make it possible to call something in your business. Over act TV and did some based on and get her results back. But now if you want or hundreds or hundreds of thousands of developers to use that ATI, either inside your company or outside your company, you really got to think about how they're going to learn about it. I was going to get access to it so they can do this with self-service if using your API requires going to a meeting or attending a conference call, it's a lot less interesting than if it's something you can do right there in your web browser on your computer. Okay?

Know, we talked about some examples of using apis. We talked a little bit about apis as products and the importance of cell service. Let's talk about how we do this and how API API management actually fit in an organization. So within an organization where they can be in Legacy systems, they can come from fassbender's, they can be third-party, apis, increasingly more and more people having third-party services coming over the internet that are part of the delivering even inside of corporate Network, or internal application systems, we have several

spots for Uber Nettie's. We have all kinds of technology to deliver an apis can sit on all of them and they can talk to each other and clients can talk to them and all kinds of things can happen. And the more and more as an organization. What is Dickie be able to keep track of them to have some sort of governance over them? So that a product manager and ask questions. Like, what apis do we have effectively, are we being reused? Are they secured the appropriate way, which ones are the most popular? How many apis do we

have that? Nobody is using? These are the kinds of things that people bring an API management. For because by registering a platform and getting statistics and analytics from that platform, it's possible to answer some of these questions and many organizations find out. They have apis. They didn't know about, are they of apis that they do know about that aren't being used? And this is a big important step for customers and companies that are using a p, i Z Nation. Of course, once we start to drive the apis outside the organization, it gets even more interesting

because now we not only have to deal with what happens inside for what happened outside at this point since the developers using the API are not necessarily part of your organization. So you need to figure out how you're going to secure that API for their use that I work with an existing identity platform or do you create a new one just for them. If developers are going to use an HD IPS self-service, they might be using some sort of developer portal a website where they can learn about apis and sign up for Access. How do you secure the, how do you maintain identities

there? How do you make sure your API documentation is effective in your API designs are effectively, communicated things like enforcing API design standard enforcing API security How do I make the API for developers to consume, how do I add additional levels of security? So, for instance, in a lot of cases, people who have a piece of the internet that don't require to use like, some retail locations for Mister system, try to book a hotel room with all the hotels. There a lot of different

when they offer apis outside the organization and one of the roles of an API management system is to help you manage, those sorts of things as well. So now we're not only helping you government maintain standard. Inside the organization also helping you effectively, make sure those apis are used as well and your way outside your organization organization, that's when all the fun things, we talked about the for like government and the ability to create an ecosystem

and the ability to enable third-party Innovation really comes in and where you can really do some interesting things. No-fee drip, back inside, for one more second. I don't always like to leave this without talking a little bit about the role of internal services and especially microservices there has been a lot of cases, recently, people have and then some of the organizations that are getting a little bit more in the past few years about microservices about breaking individual bit the functionality into many, many smaller bit better than to

Floyd separately. They may run on different technology platforms that may be programmed two different languages but which communicate most often using API, technology using HTTP using something like breast, UL, or grpc. All of these things count as apis. Microservices, tacos are really important. Step in the evolution of business, is to become more agile and to do things more, but you don't want to end up in a situation, where is we showed her? Have a lot of microservices to talk to each other but we have a number of ones that are

actually two other organization is doing microservices development at scale, a particular team, really delivers napi or a few apis. And that he has made visible to other teams that she might choose to implement that API on top of a job after work or they are a hundred microservices. But as they are directly to all the other teams in the company is a recipe for disaster and Chaos, it would be awesome if that works very well. It's a free API facade, for those groups of microservices.

It might be that monolithic Java app today and it might be a hundred applications using grpc and go line tomorrow. But the interface for that service and that team to the rest of the organization doesn't show that becomes a real important principle that companies can use as they start to explore some of the new and more. As always And finally I want to talk about Google some of our offerings. We've been working hard for a long time to offer a wide variety of products in the API API management. Space, on one side of the slide with

the apogee, Applebee's, the API management product, we've offered for a few years. Now, I've been working on a pudgy since 2007, we have a new product as well. Call the API Gateway. It's a fully Niners API Gateway and its current form, especially well-suited for turning into a coherent API. And we find that in many cases, people will really want to take advantage of this API Gateway because it's it's small, it's fast. Program from the definition of apis to publishing on developer portals in Monica's ation at Advanced analytics,

to give it up a really good set of capabilities so that our customers with wide variety and find the right solution in Google Play. Define. We thank you. Thank you, on behalf of everyone at Google Cloud before joining me today. And may you have some really awesome digital Journeys in the future.

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