如果說以前是模擬世界，那么如今則是可編程世界。它最直觀的表現(xiàn)是無所不包的應用程序，而它的運轉基礎則是一套強大而隱秘的數(shù)字生態(tài)系統(tǒng)基礎設施，其中的一個關鍵就是應用程序管理。商家必須借助專業(yè)力量，做好應用程序管理，提升客戶體驗，否則就是死路一條。
互聯(lián)網(wǎng)對傳統(tǒng)商業(yè)造成的巨大沖擊已讓歷史上任何一次經(jīng)濟轉型都相形見絀，但是我們其實還沒有看到真正的巨變襲來。
不論行業(yè)和規(guī)模，每一家公司如今都面臨著一場浩大且深入骨髓的數(shù)字革命。信息技術早已滲入企業(yè)的業(yè)務流程，但這次卻有所不同：推動這場數(shù)字化轉型的應用、數(shù)據(jù)和應用程序接口（API）不僅僅是讓企業(yè)提高運營效率而已，它們正在成為企業(yè)密不可分的一部分。無論是被稱為“數(shù)字型”（digital native）的企業(yè)，還是剛剛涉足這個領域的“模擬型”（analog）公司，如今的數(shù)字先鋒們都認識到，應用戰(zhàn)略是客戶吸引力、用戶體驗和業(yè)務成功的關鍵所在。
應用程序接口管理
可編程世界的運轉基礎是一套強大靈活、用戶看不見的數(shù)字生態(tài)系統(tǒng)基礎設施。架設并管理這套隱藏的復雜系統(tǒng)是一項規(guī)模龐大的工作，而絕大多數(shù)企業(yè)都缺乏承擔這項任務的必備資源。
可編程世界的關鍵要素之一，也就是應用程序接口管理（API）就特別復雜。幸運的是，這種復雜性可以交給Apigee這樣的API平臺來處理（免責聲明：Apigee是我們投資組合中的公司之一），它已幫助沃爾格林（Walgreens，美國最大的連鎖藥店——譯注）、瑪莎百貨（Marks & Spencer）和eBay這些企業(yè)建立了強大的數(shù)字生態(tài)系統(tǒng)。這套系統(tǒng)不僅讓它們實現(xiàn)了業(yè)務轉型，還得以保持對核心競爭力的專注。
比如，沃爾格林就使用API改善了現(xiàn)有的照片打印服務，讓顧客可以直接用手機把照片打印出來交給當?shù)氐奈譅柛窳炙幍辍＿@家公司已經(jīng)發(fā)現(xiàn)，通過親身前往、網(wǎng)絡訪問和手機應用造訪沃爾格林店的顧客最后花的錢要比僅僅去店里逛逛的顧客多六倍。
同樣地，AppDirect公司（業(yè)界領先的云服務市場和管理平臺——譯注）也通過一個能讓開發(fā)者和各行業(yè)的渠道合作伙伴聯(lián)系的全新平臺，運用了開放式API和基礎設施即服務（IaaS）。這讓史泰博公司（Staples）和加拿大貝爾公司（Bell Canada）這樣的企業(yè)只用幾周就推出了最新的應用商店。
這些應用商店開啟了一個后PC的移動新時代，人們在這個時代中日益希望獲得能在各種應用和設備之間無縫連接、豐富而個人化的體驗。像Twilio這樣的開放式API平臺就通過讓開發(fā)者在應用中加入語音和短信功能豐富了移動體驗。
在交通運輸業(yè)，Twilio則讓打車應用Uber連接乘客和出租車司機的移動溝通平臺得以順暢運轉。乘客只需點擊智能手機上的一個鍵，Uber的云服務就能幫他們聯(lián)系到最近的出租車。車費也通過智能手機支付，不再需要使用現(xiàn)金。
在旅游接待業(yè)，Twilio是Airbnb正常運轉的基礎。Airbnb為世界各地的游客提供了一個可靠的社區(qū)網(wǎng)絡，讓他們能發(fā)布、尋找并預定獨特的食宿服務。Airbnb的云服務能讓游客和各種類型的住所相匹配，從只住一晚的公寓到可以住上一個月的別墅，應有盡有，同時還能幫業(yè)主們推廣閑置空間，開辟財源。參與者們可以通過Airbnb相互匿名發(fā)短信而不必透露自己的電話號碼。
數(shù)字生態(tài)系統(tǒng)正在崛起
不過，真正的重大機遇在于幫助傳統(tǒng)的模擬類行業(yè)——比如醫(yī)療衛(wèi)生業(yè)、專業(yè)服務業(yè)、制造業(yè)和快消品行業(yè)——進軍可編程世界。
| | | The havoc the Internet has wrought on traditional business already dwarfs previous economic transformations, but we haven't seen anything yet.
Companies of all sizes and across all industries are now facing a massive digital disruption that will permeate their cores. Information technology has been working its way into business processes for decades, but this is different: The apps, data and APIs that are driving this digital transformation are not just enabling business; they are becoming its very fabric. Whether digital native or analog immigrant, today's digital pioneers recognize that an app strategy is the key to customer engagement, user experience and business success.
API management
The programmable world depends on a powerful and flexible digital-ecosystem infrastructure that is invisible to the user. Implementing and managing all this hidden complexity is a massive undertaking, and most companies lack the necessary resources.
One element critical to the programmable world -- API management -- is particularly complex. Fortunately, this complexity can be offloaded onto API platforms like Apigee (disclaimer: one of our portfolio companies), which is already enabling businesses such as Walgreens (WAG), Marks & Spencer and eBay (EBAY) to build powerful digital ecosystems that transform their business, without losing their focus on core competencies.
For example, Walgreens uses APIs to leverage existing photo-printing services, letting customers print photos directly from their mobile phones to a local Walgreens store. The company has found that customers who engage with Walgreens in person, online and via mobile apps spend six times more than those who only visit stores.
Similarly, AppDirect uses open APIs and IaaS with a new platform that connects developers to channel partners across different industries. This lets companies like Staples (SPLS) and Bell Canada (BCE) launch state-of-the-art app stores in just a matter of weeks.
These app stores have ushered in a mobile post-PC era in which people increasingly expect a rich and personalized experience that seamlessly spans any app and device. Open-API platforms like Twilio help to enrich the mobile experience by letting developers add voice and messaging functionality to their applications.
In the transportation industry, Twilio powers the Uber mobile communications platform that connects passengers to drivers of vehicles for hire. Customers tap a smartphone button, and the Uber cloud matches them to the nearest available member limo. Payment is made through the smartphone, so no cash is involved.
In the hospitality industry, Twilio underlies Airbnb, which provides a trusted community for listing, finding, and booking unique accommodations around the world. The Airbnb cloud matches travelers with lodgings ranging from apartments for a night to villas for a month, and helps property owners to promote and monetize unused spaces. Participants can text each other through Airbnb anonymously, without revealing their phone numbers.
Emerging digital ecosystems
However, the really big opportunity is in helping traditionally analog industries -- such as healthcare, professional services, manufacturing and consumer packaged goods -- to emigrate to the programmable world.
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讓我們先聚焦其中一個行業(yè)：醫(yī)療衛(wèi)生業(yè)。這是一個在很大程度上與互聯(lián)網(wǎng)時代脫節(jié)的行業(yè)。由于大量的政府管制，它所采用的信息技術早已過時。正是在這些地方，API能幫助這個行業(yè)用上更為先進的醫(yī)療技術。
比如CareCloud（這是我們投資的另一個項目）就能充當醫(yī)生、病人、病歷庫、化驗室和其他主要醫(yī)療衛(wèi)生利益相關者之間的數(shù)字聯(lián)系橋梁。CareCloud的自動化進程能簡化辦公流程，削減間接管理費用，同時改善對病人的治療。
有一個應用能讓病人在醫(yī)院下班時間更改就診預約，重新選擇時間。另一個應用能讓醫(yī)生第一時間知道病人已經(jīng)到達化驗室準備檢查了；化驗剛做好它就能讓病人知道結果，并自動將結果填到表格里去，同時還能通過手機提醒病人進行復診預約。病人甚至還能讓這類服務的供應商把病歷存到自己的Box賬戶中去。
有了這種自動化工具，醫(yī)生可以更快結束自己的臨床工作流程，病人也能更好地了解自己的健康信息。我們不妨把它和傳統(tǒng)的基于紙張的流程做個比較。那時候案頭工作往往堆積成山，病人要跟蹤了解自己的健康信息也要花更多時間。
借助API，醫(yī)療設備也更加智能。比如OrthoSensor這家公司，它制造的傳感器能持續(xù)監(jiān)控整形移植物的情況，一旦發(fā)生問題就能立即遠程報告。這些信息能實時傳送給醫(yī)生和其他專業(yè)醫(yī)療人員，從而改善術后護理，便于及早介入治療，并有助于實現(xiàn)更有針對性的康復。
關注平臺，而非產(chǎn)品
我們這個地球正在快速變成一個可編程的世界。到2025年，地球上將有25萬億臺相互連接的設備。它們能和智能手機互通信息，也能彼此溝通。這就為整個信息技術產(chǎn)業(yè)帶來了一個巨大的機遇，有望創(chuàng)建一個數(shù)字生態(tài)系統(tǒng)。
它同樣對各個企業(yè)也提出了新的要求，因為它們能否存活下去就要全靠數(shù)字戰(zhàn)略了。各行各業(yè)都必須讓各種應用成為自己業(yè)務的核心，并運用它們來滿足客戶的真實需求。各種消費者應用已讓人們的期望值水漲船高，有鑒于此，如果還抱著老一套的產(chǎn)品戰(zhàn)略，注定要一敗涂地。
正像當年的互聯(lián)網(wǎng)革命席卷一切一樣，企業(yè)現(xiàn)在必須學會擁抱這個可編程的世界——否則就將無路可走。
本文作者普羅莫德•漢克是西北風險投資公司的高級合伙人。本文最初發(fā)表于NVP博客。（財富中文網(wǎng)）
譯者：清遠
| | | Let's focus on one: Healthcare, a largely disconnected industry with outdated information technology that is struggling with a huge government-mandated disruption. Here, APIs are enabling more advanced healthcare technologies.
For example, CareCloud (another one of ours), which serves as the digital connective tissue between physicians, patients, medical records depositories, labs and other key healthcare stakeholders. CareCloud's automation streamlines office processes, reducing administrative overhead while improving patient care.
One app lets patients change their appointment after-hours and select an alternative slot. Other apps let your doctor know in real time that you showed up at a lab for your prescribed test; display the results as soon as the test is done; auto-populate them into your chart; and alert you via your mobile phone to schedule a follow-up appointment with your doctor. You can even have your provider store your medical records in your own Box account.
With such automation, doctors can close the clinical loops of their workflow much more quickly, and patients are more connected to their health information. Compare this to traditional paper-based processes, where work piles up, and customers spend far too much time tracking down their health information.
APIs are also enabling more intelligent medical devices. For example, OrthoSensor makes sensors that constantly monitor the performance of orthopedic implants and report remotely on any problems. This information, which can be passed on in real time to doctors and other healthcare professionals, improves post-operative care, enables earlier intervention and facilitates more targeted rehabilitation.
Platforms, not products
We are rapidly becoming a programmable world. By 2025, the earth will contain more than 25 trillion connected devices that can communicate with smartphones and each other. This creates a major opportunity for entire industries to build digital ecosystems.
It is also a mandate for individual businesses, because their very survival now depends on a digital strategy. Businesses must make apps central to their operations, and use them to solve real customer needs. Consumer apps have heightened human expectations, and playing the old product game is a recipe for failure.
As with the Internet revolution, businesses must embrace the programmable world -- or die.
Promod Haque (@promodhaque) is a senior managing partner with Norwest Venture Partners (NVP). This post originally appeared on the NVP blog.
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