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Brand APIs as value platforms
Ironically, it is because of this proliferation of devices that the overall demand for content and utility is increasing. Brands should create value in the form of content and utility and distribute it via platforms that extend in reach beyond proprietary channels.
Apps are just channels. To establish value platforms, I propose that brands should consider creating their own APIs.
With APIs, you let other developers do your R&D for you. The benefit? You get development at scale with minimal investment. You effectively outsource risk because failures don't cost you anything.
Brands need to think like startups. They must devise experiences that not only meet the demands of content and utility that audiences crave, but that are readily consumable in bite-sized chunks so that audiences can devour them on their own terms — and developers can serve them on theirs.
This last point is critical because it allows innovation to happen rapidly and without sustained investment.