As developers warm up to the idea of creating and integrating applications via Web-based application programming interface (API), Silicon Valley-based API Management vendor Mashery is planning to ride this wave into 2013.
Mashery strategic services vice-president, Devon Biondi, is already seeing the proliferation of connected devices, as well as the need for companies to be responsive and be ahead of that innovation, as the key drivers behind API at the moment.
"In the terms of the US, we're seeing a movement in API that enable integration in a way that was previously very cumbersome," she said.
"We've already seen it happening the US in the last six to 12 months, and it's really moving ahead in the Australian market too."
Based on what Biondi is seeing taking place in Australia, she says the API market here is approximately six months behind the US.
"The trend now is about making integration easier with your partners, as well as the potential for opening up innovation to third party developers for companies that are a little bit farther down that path," she said.
When it comes to the creation of API, Biondi said developers have always been on the forefront of innovation.
With people often saying developers are working for "fame and fortune," it comes down to providing the data they are interested in and can potentially monetise.
"Companies that can make data available to them that can actually allow them to innovate in ways they previously could not is always appealing," Biondi said.
Mashery is also working with Australia's MYOB to bring API for AccountRight Live to market.
"With MYOB, there is an opportunity for developers to monetise their applications," Biondi said.
"That's not to say you want to dangle the dollar in front of them to motivate them to innovate, but that really is the key motivating factor."
Apple's iOS platform and the App Store around it has demonstrated the potential spoils to be gained from app development, with the company having already paid out $5.5 billion to third party developers.
With 70 per cent of the applications on the Apple App Store making use of back-end services, MYOB Development Manager, Paul Greenwell, says MYOB is now opening up its services to third party developers in order to give them a look into its eco-system.
"We're not going to be able to target everyone with those business applications, and that's where the opportunities are for the development community out there," he said.
In addition to announcing a new version of its API Management platform, Mashery has signed a reseller agreement with Intel.
The move will enables enterprises to use existing XML gateways or other web service technologies to join the API push.
Biondi said the partnership with Intel on Mashery's API Management product will include developer outreach strategy services.
"We're really able to get the entire Mashery offering through Intel and leveraging the great customers that they have," she said.
"It's a big validation point for the API management and the API space as a whole, recognising that it will be crucial for a lot of businesses moving forward."