How to start deriving value from APIs
1. Extend channel reach
Suppose your application is great but targeted toward a specific set of users. What if there’s a set of users—perhaps even an entire channel—that cannot use it? Perhaps your application doesn’t integrate well with other corporate systems, or perhaps it isn’t available in certain markets, doesn’t accept certain currencies, or can’t support certain business models (such as pre-paid or post-paid). Creating an API product—that is, an API designed for developer consumption and productivity, not just integration between systems—is the single best way to make your application flexible enough that the functionality can be adopted into channels that aren’t being addressed by your current go-to-market approach.