June 16, 2017
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While some folks tend to think about APIs are being little bits of arcane code that only developers care about it, the truth of the matter is that billions, possibly even trillions, of dollars are at stake in what will soon be a series of API wars. In no place is this more important than in mobile banking, where companies ranging from Google, the PayPal unit of eBay and lesser known entities such as MineralTree are all vying to usurp the role of traditional financial institutions.
APIs are no longer technical nice-to-haves. These three letters are being spoken in board rooms and used as the basis for business strategy. One place you can see the effects of API growing up is the sheer number in our directory. But big numbers only tell us so much. In our many discussions with API providers, we've noticed a pattern with how many are approaching their platforms. These threads point to an alternate meaning for API: Apps, Partners and Income.
It's not often we see an API "go on sale". But that's what Google is doing with their announced a Google AdWords API. They have a new version update but along with it, they have "holiday season API sale pricing". The details of the holiday sale are spelled out in the October 20 AdWords API blog post "Happy Holidays! Enjoy more API units":