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Roberto Medrano

When you consider what is happening in retail sales and information exchange in the tech world, this will probably be known as the Age of Interconnectedness. Given the preeminence of the application programming interface (API) in allowing the disparate languages that direct these programs to understand each other and relate the results to the end-user. Mobile APIs and mobile marketing are using the Internet almost exclusively – at least, when it comes to the small business – as the vehicle with which it will drive into the next decade and beyond, as evidenced by the tremendous success of well-known APIs like the Twitter platform, Netflix, Facebook Connect, Amazon.com and many more.

Maximizing the Success of a Company’s API

Just a short time ago, as the steam quickly built behind the API and its importance to the success of an online business – when done correctly, of course – it was enough to just build one and allow it to propagate through the web, where it would almost undoubtedly be picked up by Apps that could use it to their benefit to reach a wider audience. The inevitable market saturation altered convention, making additional considerations imperative in order to remain competitive. It was and still is very beneficial to develop an API; especially a mobile API, given the emergence of mobile marketing – which is merely a natural extension of the popularity of social networking. Statistics show that more people access their social media networks on their mobile devices than any other Internet-enabled device – by far. With this trend expected to grow even more, the right mobile API can catapult a beginning business into relevance with the viral equivalence of a YouTube video.

Competition in the Mobile API Sphere

The businesses that stand to reap the greatest benefits with mobile API aren’t necessarily the ones that gain an early foothold in what will almost certainly become the dominant form of retail software use in the coming years. After all, most products and services that people come into contact with are arguably encountered while they’re ‘on the run’, e.g. a product they see at a trade show convention, or something seen on a freeway billboard during a commute. Already, it has been shown that among companies pitching similar products, the ones that have bothered to tailor their websites for easy mobile viewing, as well as mobile API interaction with other relevant software – think PayPal apps and price comparison applications with Google Search or Amazon – have reaped the spoils time and again.

As can be expected, security will have to be elevated due simply to the growing number of people in the mobile sphere. An API that is easily hacked, no matter how well it serves a company’s needs, will quickly become a detriment to their business of security measures aren’t implemented. Since, in order to remain competitive, most mobile APIs will probably need to function in a fashion similar to http request, levels of authentication and token exchange and certification – such as can be found in a community of App developers – will be needed as defense against system attacks. In order to keep the defining language of the API user-friendly for wider reach, the software will need these safeguards and more; all of which come with a Developer Community like SOA Software API Management. Being that the mobile sphere holds such promise, and the safeguards already exist and are growing stronger, many companies consider it a justifiable expense.

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