????互聯網對傳統商業造成的巨大沖擊已讓歷史上任何一次經濟轉型都相形見絀，但是我們其實還沒有看到真正的巨變襲來。

????不論行業和規模，每一家公司如今都面臨著一場浩大且深入骨髓的數字革命。信息技術早已滲入企業的業務流程，但這次卻有所不同：推動這場數字化轉型的應用、數據和應用程序接口（API）不僅僅是讓企業提高運營效率而已，它們正在成為企業密不可分的一部分。無論是被稱為“數字型”（digital native）的企業，還是剛剛涉足這個領域的“模擬型”（analog）公司，如今的數字先鋒們都認識到，應用戰略是客戶吸引力、用戶體驗和業務成功的關鍵所在。

????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、用戶看不見的數字生態系統基礎設施。架設并管理這套隱藏的復雜系統是一項規模龐大的工作，而絕大多數企業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這些企業建立了強大的數字生態系統。這套系統不僅讓它們實現了業務轉型，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地的沃爾格林藥店。這家公司已經發現，通過親身前往、網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者和各行業的渠道合作伙伴聯系的全新平臺，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，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，不再需要使用現金。

????在旅游接待業，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網絡，讓他們能發布、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相互匿名發短信而不必透露自己的電話號碼。

????數字生態系統正在崛起

????不過，真正的重大機遇在于幫助傳統的模擬類行業——比如醫療衛生業、專業服務業、制造業和快消品行業——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.