Post on 01-Nov-2014
description
Accelerating partnerships +generating revenue
with API management
Webinar18 September 2014
Your hosts
Kevin MayEditor & moderatorTnooz
Gene QuinnCEO & producerTnooz
Your panelists
Rob ZazuetaDirector, Platform ServicesIntel Services
Ryan HudginsPerformance Marketing Mgr.,Global Affiliate ProgramIntercontinental Hotels Group
Poll no. 1Where are you located?
Poll no. 2Which industry segment do you
represent?
Intel Confidential — Do Not Forward
Accelerating Partnerships + Generating Revenue with API ManagementRob Zazueta, Director Platform StrategyIntel Services
Ryan Hudgins, Performance Marketing Manager, Global Affiliate ProgramInterContinental Hotels Group
7
Guest Speaker, Intel Services
Rob Zazueta @rzazueta
Director, Platform Services
Intel Services
8
OTAs Changed the Game
9
Mobile is Changing it Further
10
Personalization Drives Loyalty
“By the end of 2014, digital check-in and room selection will be available at more than 4,000 Hilton Worldwide properties across 11 brands in 80-plus countries via members' Hilton HHonors accounts.”
http://news.hiltonworldwide.com/index.cfm/newsroom/detail/27192
11
Unique Experiences Drive Customers
“When a guest calls down and asks for a toothbrush or extra towels, hotel employees simply load up the robot with the requested items, dial in the room number, and the Botlr handles the rest.”
http://techcrunch.com/2014/08/13/starwood-introduces-robotic-butlers-at-aloft-hotel-in-palo-alto/
12
APIs Can Simplify Your Loyalty Program
13
13
API Management Enables Innovation
• Traffic management and caching to reduce impact on backend systems
• Gateway and data transformation to expose legacy systems consistently and securely
• Package services to provide custom access for strategic partners
• All managed through a browser-based single pane of glass
14
IHG Makes Partners a Priority
Poll no. 3Does your business offer API
connections to affiliates and other partners?
The IHG Story
17
Guest Speaker, IHG
Ryan Hudgins
Performance Marketing Manager, Global Affiliate Program
InterContinental Hotels Group
18
Agenda
• About IHG
• IHG’s mission + goals of API program
• Why APIs + API management
• Executing a robust partner program
• How to generate revenue from your API
• Results + examples
• Wrap-up
• Q&A
19
About IHG
• One of the largest hotel companies in the world, InterContinental Hotels Group (IHG) has 4,700 hotels worldwide and 11 different brands
• IHG’s goal is to be the #1 hotel company with Great Hotels Guests Love®
• Won 2012 Advertiser of the Year at Commission Junction Awards
20
Consumer + Business Transition to Digital Practices
• Consumers are booking travel on an increasing number of travel websites and apps on multiple devices
• Consumer habits have informed traditional business practices – making affiliate business even more critical to large hotel chains like IHG
• Getting to market fast with an agile technology program in place was key to keep pace with the speed of business today
21
Reinventing IHG’s Affiliate Program
• Partner onboarding was a long and arduous process – B2B feeds were cumbersome and only allowed one new partner per quarter
• Previous affiliate requirements were limiting – program required affiliates to meet data thresholds, eliminating many smaller and international companies
• Following technology trends isn’t enough – need to be a step ahead and provide the highest quality user experience for affiliates and customers
• Looked to APIs as an agile delivery layer for multiple affiliate types that would allow for speed, efficiency, and scale
22
Why APIs?
With APIs, IHG can quickly onboard affiliates from around the globe, expanding its footprint and reach to consumers. A secure API program enables the business side to engage IHG affiliates, bridging the gap between technology and account management, to truly drive the business forward.
23
Value of Opening Data
• Want hotel owners to have full hotels – putting the data out there in the face of competitors’ data allows for differentiation
• Data is detailed and rich – can be segmented and parsed out depending on how niche the affiliate/audience is, extending reach and customer satisfaction
• Affiliate relationships increase customer loyalty – only IHG allows loyalty members to get rewards club points by booking through an IHG affiliate
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Build vs. Buy: Why API Management?
Best-of-breed technology to manage APIs across brands from a single control center
Speed to market
Industry and market research-driven guidance by Strategy Services
Comprehensive developer portal and best practices on marketing
Allows IHG to focus on its core competency and enhance its best-in-class digital marketing program
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Leveraging Strategy Services
• IHG chose Strategy Services’ Go-to-Market Package to lay the foundation for optimizing the RoomService platform
• Engagement included:• Gap analysis in current and potential
partners• API and app landscape review• Portal pre-launch• API roadmap – an actionable plan
including platform rollout and recommendations
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RoomService: www.ihg.com/roomservice
Executing a Robust Affiliate API Program
Dynamic Developer Portal
• Three portal versions with unique experiences based on affiliate/partner type, determined by user login (affiliate, direct media, display media)
• 5 content rich APIs
• Real-time content includes info on individual hotels, thumbnail images, descriptions, amenities, rates, availability, etc.
• Booking through RoomService lets customers continue to accrue rewards club points, which is a differentiator from OTA competitors
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APIs Benefit Partners, IHG, + Customers Alike
RoomService API Program
IHG provides real-time data on hotel rates, bookings, amenities, images, and more.
Partner Partners sign up for a key and IHG pays them to promote IHG properties.
CustomersCustomers across the globe book stays at IHG properties that satisfy their unique preferences and receive IHG rewards club points.
IHG IHG expands its reach globally to new and existing customers.
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Results of API Program
37% increase in average order valuethrough RoomService
Less than 1 day to onboard
new partners down from 1 quarter
Nearly 100 partnersup from fewer than 10 pre-API program
27% revenue increase YoY
from the API program
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Example: Room77
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Example: Skyscanner
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Roadmap Going Forward
Thanks to a well-managed API program, in the near future IHG can easily:
Increase the scope of API usage to broader partners, internally and externally
Get more creative with data
Add additional tracking for Chinese and Japanese affiliate networks – expand further internationally
Become more strategic with retargeting efforts with data
Poll no. 4What are the biggest challenges to
API connectivity for a business?
34
Wrap-Up
• As consumers and businesses begin to adopt digital practices, IHG sought an agile way to expand its reach and increase partner relationships
• IHG launched a robust partner API program to dramatically decrease the time it takes to onboard partners and to scale
• The company leverages API management for a central point of control and dynamic one-stop-shop that targets multiple partner types
• In less than one year, bookings and revenue have increased and customer loyalty has grown through the API program’s unique features
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Intel Services
Experienced:Silicon to Software
Complete:End to End
Transformative:Old to New
Building on our history of hardware innovation, we’re now creating the software platforms
that connect the “Internet of Things.”
Your time to value accelerates with an end-to-end approach
that integrates security throughout—from defining the
right strategy to managing your API programs to connecting all
of your devices and data.
We deliver innovative ways to bring legacy SOA-based services and modern APIs together with
the Intel® Mashery™ portfolio of products.
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With Intel Services, You Get:
FASTER APP DEVELOPMENT AND PARTNER GROWTH
BETTER, MORE SECURE API
PERFORMANCEDATA-POWERED
INSIGHTS
Intel Services has successfully enabled more than 200businesses with software services, and counting
®
Join Us at BAPI NY + London this October
BAPI NY | Oct. 8Jazz at Lincoln Center’s
Frederick P. Rose Hall
BAPI London | Oct. 29Altitude 360
apiconference.com
39
Thank You
IHG
Ryan Hudginsryan.hudgins@ihg.com
Intel Services
Rob Zazueta | @rzazuetarob.zazueta@intel.com
communications@mashery.com | @mashery
Legal Disclaimer
THIS PRESENTATION CONTAINS THE GENERAL INSIGHTS AND OPINIONS OF INTEL CORPORATION (INTEL). THE INFORMATION IN THIS PRESENTATION IS PROVIDED FOR INFORMATION ONLY AND IS NOT TO BE RELIED UPON FOR ANY OTHER PURPOSE THAN EDUCATIONAL. USE AT YOUR OWN RISK! INTEL MAKES NO REPRESENTATIONS OR WARRANTIES REGARDING THE ACCURACY OR COMPLETENESS OF THE INFORMATION IN THIS PRESENTATION. INTEL ACCEPTS NO DUTY TO UPDATE THIS PRESENTATION BASED ON MORE CURRENT INFORMATION. INTEL IS NOT LIABLE FOR ANY DAMAGES, DIRECT OR INDIRECT, CONSEQUENTIAL OR OTHERWISE, THAT MAY ARISE, DIRECTLY OR INDIRECTLY, FROM THE USE OR MISUSE OF THE INFORMATION IN THIS PRESENTATION. NO LICENSE, EXPRESS OR IMPLIED, BY ESTOPPEL OR OTHERWISE, TO ANY INTELLECTUAL PROPERTY RIGHTS IS GRANTED BY THIS DOCUMENT. EXCEPT AS PROVIDED IN INTEL'S TERMS AND CONDITIONS OF SALE FOR SUCH PRODUCTS, INTEL ASSUMES NO LIABILITY WHATSOEVER AND INTEL DISCLAIMS ANY EXPRESS OR IMPLIED WARRANTY, RELATING TO SALE AND/OR USE OF INTEL PRODUCTS INCLUDING LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANY PATENT, COPYRIGHT OR OTHER INTELLECTUAL PROPERTY RIGHT.
Copyright ©2014 Intel Corporation.
Risk Factors
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Rev. 2/20/14
Q & A
Thank you!
Please send your questions to kevin@tnooz.comReplay and presentation from today’s webinar will be
avaialble on www.tnooz.com