Partnerships leveraging open APIs have become an integral component for tech business strategy. Enterprises now see the value in joining the API world because it allows 3rd party developers to create new services that extend a company's brand to entirely new ecosystems. Smaller organizations or individual developers are agile, allowing creativity and new user experiences involving a company's brand to flourish.
Take the recent Spotify-Uber announcement, a new example of APIs becoming more present within an app. Uber now allows passengers to push their Spotify playlists onto their driver's phone and stereo, a new feature being marketed by Uber with the slogan "Spotify Your Uber."
SnapChat has integrated with Square to process in-app messaging payments, coining the new feature SnapCash. According to Ben Basche writing for Adventures in Consumer Technology, these company executive "DJs" are exchanging assets in a mutually beneficial brand relationship, allowing SnapChat to boost their feature set, and Square to acquire "an element of hipness and pop culture relevancy."
And in more recent news, Drizly has announced that their on-demand alcohol delivery service will be available via API. Already on board is Distiller, a whisky recommendation app which now offers in-app ordering through Drizly. Other mashups that consume the Drizly API will surely follow.
In following the trend toward app-to-app collaboration, Basche predicts that enterprise level tech companies seeking to control large portions of the consumer tech space will inevitably fail if they don't play ball with existing services.