Ready for APIs? Three steps to unlock the data economy's most promising channel

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APIs are going to be the driver for the digital economy and unless they [companies] are talking about APIs already, they will be left behind.” This proclamation from James Parton of Twilio, a cloud communications company with more than $70 million in funding, is a shot across the bow for executives who have yet to devote sufficient attention to this emerging and major revenue stream.

Over the past few years, APIs (application programming interface, technical protocols that enable third-party software programs to interact with an application) have recast how B2B and B2C companies are sharing information and reaching new customers. Increasingly, a company’s APIs represent a business development tool and a new go-to-market channel that can generate substantial revenues from referrals and usage fees. Given the strategic importance and revenue potential of this resource, the C-suite must integrate APIs into its corporate decision making.

  • api
  • integration
author photo - David Longnecker by David Longnecker

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