Gartner Information Technology Research

Emerging Technology Analysis: Productize APIs to Increase Product Value, Adoption and Innovation

Published: 14 January 2020

ID: G00450720

Analyst(s): John Santoro


Some technology providers may be sophisticated in their use of APIs, but many hide that use behind their product’s user experience. Product managers who deliver APIs as a full-fledged product can increase value from retention, innovation and greater platform adoption.

Table Of Contents


  • Technology Description
  • Technology Impact
    • Deliver, Sell and Market APIs as Part of the Product
    • Manage APIs to Track and Control Usage
    • License API Usage in Conjunction With UI Pricing
  • Technology Adoption
    • Customers Gain the Ability to Integrate the Product and Create Custom Experiences
    • Developers and Partners Discover Value That They Can Combine to Create New Applications
  • References

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