可编程世界成定局，商家面临生死抉择

    互联网对传统商业造成的巨大冲击已让历史上任何一次经济转型都相形见绌，但是我们其实还没有看到真正的巨变袭来。

    不论行业和规模，每一家公司如今都面临着一场浩大且深入骨髓的数字革命。信息技术早已渗入企业的业务流程，但这次却有所不同：推动这场数字化转型的应用、数据和应用程序接口（API）不仅仅是让企业提高运营效率而已，它们正在成为企业密不可分的一部分。无论是被称为“数字型”（digital native）的企业，还是刚刚涉足这个领域的“模拟型”（analog）公司，如今的数字先锋们都认识到，应用战略是客户吸引力、用户体验和业务成功的关键所在。

    应用程序接口管理

    可编程世界的运转基础是一套强大灵活、用户看不见的数字生态系统基础设施。架设并管理这套隐藏的复杂系统是一项规模庞大的工作，而绝大多数企业都缺乏承担这项任务的必备资源。

    可编程世界的关键要素之一，也就是应用程序接口管理（API）就特别复杂。幸运的是，这种复杂性可以交给Apigee这样的API平台来处理（免责声明：Apigee是我们投资组合中的公司之一），它已帮助沃尔格林（Walgreens，美国最大的连锁药店——译注）、玛莎百货（Marks & Spencer）和eBay这些企业建立了强大的数字生态系统。这套系统不仅让它们实现了业务转型，还得以保持对核心竞争力的专注。

    比如，沃尔格林就使用API改善了现有的照片打印服务，让顾客可以直接用手机把照片打印出来交给当地的沃尔格林药店。这家公司已经发现，通过亲身前往、网络访问和手机应用造访沃尔格林店的顾客最后花的钱要比仅仅去店里逛逛的顾客多六倍。

    同样地，AppDirect公司（业界领先的云服务市场和管理平台——译注）也通过一个能让开发者和各行业的渠道合作伙伴联系的全新平台，运用了开放式API和基础设施即服务（IaaS）。这让史泰博公司（Staples）和加拿大贝尔公司（Bell Canada）这样的企业只用几周就推出了最新的应用商店。

    这些应用商店开启了一个后PC的移动新时代，人们在这个时代中日益希望获得能在各种应用和设备之间无缝连接、丰富而个人化的体验。像Twilio这样的开放式API平台就通过让开发者在应用中加入语音和短信功能丰富了移动体验。

    在交通运输业，Twilio则让打车应用Uber连接乘客和出租车司机的移动沟通平台得以顺畅运转。乘客只需点击智能手机上的一个键，Uber的云服务就能帮他们联系到最近的出租车。车费也通过智能手机支付，不再需要使用现金。

    在旅游接待业，Twilio是Airbnb正常运转的基础。Airbnb为世界各地的游客提供了一个可靠的社区网络，让他们能发布、寻找并预定独特的食宿服务。Airbnb的云服务能让游客和各种类型的住所相匹配，从只住一晚的公寓到可以住上一个月的别墅，应有尽有，同时还能帮业主们推广闲置空间，开辟财源。参与者们可以通过Airbnb相互匿名发短信而不必透露自己的电话号码。

    数字生态系统正在崛起

    不过，真正的重大机遇在于帮助传统的模拟类行业——比如医疗卫生业、专业服务业、制造业和快消品行业——进军可编程世界。

    The havoc the Internet has wrought on traditional business already dwarfs previous economic transformations, but we haven't seen anything yet.

    Companies of all sizes and across all industries are now facing a massive digital disruption that will permeate their cores. Information technology has been working its way into business processes for decades, but this is different: The apps, data and APIs that are driving this digital transformation are not just enabling business; they are becoming its very fabric. Whether digital native or analog immigrant, today's digital pioneers recognize that an app strategy is the key to customer engagement, user experience and business success.

    API management

    The programmable world depends on a powerful and flexible digital-ecosystem infrastructure that is invisible to the user. Implementing and managing all this hidden complexity is a massive undertaking, and most companies lack the necessary resources.

    One element critical to the programmable world -- API management -- is particularly complex. Fortunately, this complexity can be offloaded onto API platforms like Apigee (disclaimer: one of our portfolio companies), which is already enabling businesses such as Walgreens (WAG), Marks & Spencer and eBay (EBAY) to build powerful digital ecosystems that transform their business, without losing their focus on core competencies.

    For example, Walgreens uses APIs to leverage existing photo-printing services, letting customers print photos directly from their mobile phones to a local Walgreens store. The company has found that customers who engage with Walgreens in person, online and via mobile apps spend six times more than those who only visit stores.

    Similarly, AppDirect uses open APIs and IaaS with a new platform that connects developers to channel partners across different industries. This lets companies like Staples (SPLS) and Bell Canada (BCE) launch state-of-the-art app stores in just a matter of weeks.

    These app stores have ushered in a mobile post-PC era in which people increasingly expect a rich and personalized experience that seamlessly spans any app and device. Open-API platforms like Twilio help to enrich the mobile experience by letting developers add voice and messaging functionality to their applications.

    In the transportation industry, Twilio powers the Uber mobile communications platform that connects passengers to drivers of vehicles for hire. Customers tap a smartphone button, and the Uber cloud matches them to the nearest available member limo. Payment is made through the smartphone, so no cash is involved.

    In the hospitality industry, Twilio underlies Airbnb, which provides a trusted community for listing, finding, and booking unique accommodations around the world. The Airbnb cloud matches travelers with lodgings ranging from apartments for a night to villas for a month, and helps property owners to promote and monetize unused spaces. Participants can text each other through Airbnb anonymously, without revealing their phone numbers.

    Emerging digital ecosystems

    However, the really big opportunity is in helping traditionally analog industries -- such as healthcare, professional services, manufacturing and consumer packaged goods -- to emigrate to the programmable world.