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金融服务业的 API 经济和数字化转型:开放式银行服务的例子-SWIFT INSTITUTE-201706.pdf
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金融服务业的 API 经济和数字化转型:开放式银行服务的例子-SWIFT INSTITUTE-201706
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SWIFT INSTITUTE
SWIFT INSTITUTE WORKING PAPER NO. 2016-001
THE API ECONOMY AND DIGITAL TRANSFORMATION IN
FINANCIAL SERVICES: THE CASE OF OPEN BANKING
MARKOS ZACHARIADIS
PINAR OZCAN
PUBLICATION DATE: 15 JUNE 2017
The views and opinions expressed in this paper are those of the authors. SWIFT and the
SWIFT Institute have not made any editorial review of this paper, therefore the views and
opinions do not necessarily reflect those of either SWIFT or the SWIFT Institute.
2
The API Economy and Digital Transformation in
Financial Services: The case of Open Banking
Markos Zachariadis
a,
* and Pinar Ozcan
b
a
Information Systems & Management Group, Warwick Business School, University of Warwick, and
FinTech Fellow, Cambridge Digital Innovation, University of Cambridge, Scarman Road, Coventry,
CV4 7AL, UK.
b
Strategy & International Business Group, Warwick Business School, University of Warwick, Scarman
Road, Coventry, CV4 7AL, UK.
*
Corresponding author. Tel.: +44 (0)24 765 22145. E-mail address: markos.zachariadis@wbs.ac.uk.
Abstract
In this paper we seek to do two things. Firstly, by exploring the fundamental
properties and various applications of open application programming interfaces
(APIs) mentioned in extant literature, we articulate what are the relevant theories that
give rise to the new organisational structures and platform business models we
observe in the digital age. Understanding such phenomena will help us anticipate,
and in some ways predict, the implications of public APIs’ adoption in the financial
services sector. The second part of our paper exposes some of our findings around
the key challenges and opportunities that open APIs pose for the banking sector in
the UK and the EU following the introduction of the Open Banking Working Group
(OBWG) and Second Payments Services Directive (PSD2) regulatory frameworks.
Our insights were produced from extensive field research and interviews with key
industry experts between July 2016 and February 2017. Our use of theory helps us
translate these findings and provide recommendations for financial institutions,
FinTech startups, technology companies, and regulators. We hope to help them
prepare for some of the key changes and issues that the financial sector may be
facing in the next few years as the use of open APIs becomes more ‘mainstream’.
Keywords
Open Banking; APIs, Digital Platforms; Banking as a Platform; Digital Strategy
1. Introduction
Technological and digital innovation has often been credited with having significant
strategic implications for firms by shifting the competitive landscape and changing
the market dynamics in an industry (Porter, 1985). It is also believed that
technological change and intensified competition in a sector can potentially offer
benefits to end customers through the quality increase and lower prices of products
and services (Matsa, 2011). The recent wave of digitisation in the banking industry –
more specifically in payments – and the use of access and network technologies
have created various opportunities for new entrants such as FinTechs and
challenger banks to claim some market share, but also for established banks to
reconsider their market position and rethink their value proposition to their
customers. In this context, banking institutions can choose either to embrace change
through the opportunities that technology offers by interacting with the greater
ecosystem of market participants and other service providers, or to defend their
position by focusing their efforts on developing competitive solutions for all customer
and product segments and limiting access to their systems. The recent
announcement of the newer version of the payment systems directive (PSD2) to be
implemented in 2018 across Europe, as well as the open banking initiative in the UK
(OBWG) push towards the creation of an open-banking environment through the
introduction of open application programming interfaces (APIs) but the question still
remains: what will the banks’ response be to this regulatory change? More
specifically, our research explores this strategic choice faced by banks as well as the
potential benefits of open APIs for banks and their customers by responding to the
following questions:
- What changes will open APIs bring to banks’ organisational structure and
competitive position in the market?
- Will a ‘platform’ strategy be profitable for incumbent banks that own most of the
deposit and lending market share? How will challenger banks position themselves in
this landscape?
- Is the introduction of APIs going to bring improvements in the banking services?
- What are the risks and challenges involved both for the banks and their customers?
In discussing the above, this paper is structured as follows. First, we explore, the
relevant economics, strategy, and information systems literatures to get insights on
how APIs and platforms are conceptualised in these respective fields. Due to the
emergence of the API economy and platform business models, the nature of the
organisation as well as its structure is different today than it has been traditionally.
By understanding the economic theories that trigger these changes, we may be able
to anticipate how these changes will unfold in the banking sector and possibly try to
manipulate the parameters to have a successful outcome. In this process, we need
to consider some critical implications such as how to redesign firm strategy with a
more open, inclusive, and community-building perspective.
In the second half of the paper we present our findings from field interviews with 40
key industry informants, which include various banking professionals, heads of
4
innovation at incumbent banks, executives at FinTech startups and challenger
banks, regulators, senior consultants, and investors. Our dataset also includes notes
from more than 20 FinTech and open APIs in banking-related events as well as a
thorough collection of practitioner and regulatory reports in the field. The application
of platform business models in banking, often referred to as “Banking-as-a-Platform”
(BaaP) has captured the interest of many practitioners, policy makers and research
scholars, leading them to think what the banking sector could look like following the
anticipated digital transformation. Our aim was to identify the challenges and barriers
but also the opportunities from such an endeavour.
Regulatory context
The second Payment Services Directive (PSD2) is a regulatory framework for
payment services that came into existence in January 2016 and follows up from the
original PSD of 2009. Both the initial directive and PSD2 set out and extend the
information requirements, rights and obligations of payment service users and
providers (PSPs) that facilitate the transfer of funds (Payments UK, 2016). Generally,
the key aims of the PSD2 are to integrate further and support a more efficient EU
payments market, as well as promote competition in an environment where new
players such as FinTech startups and a new generation of payment products and
services are emerging. Regulators anticipate that PSD2 will increase innovation in
the sector and thus provide higher transparency, security, quality of service as well
as lower prices for users.
In order to encourage further competition, PSD2 requires banks to grant third party
(e.g. PSPs) access to their customers’ accounts and payment services securely
following customer consent. In this context, Application Programming Interfaces
(APIs) have been deemed as the most reliable and tested technology to facilitate
secure and reliable access to customers’ accounts, even though the technology is
not directly mentioned in the directive. Following this obligation, the PSD2 regulatory
framework outlines the functions and responsibilities of Account Information Service
Providers (AISPs) and Payment Initiation Service Providers (PISPs). Account
information service is an online service that will provide aggregated information on
one or more payment accounts held by the customer (e.g. transaction history and
balances) with either another PSP or with more than one PSP. Such service could
be provided by banks, FinTechs and other non-traditional financial services firms as
well as retailers and social media and telecom companies. Similarly, payment
initiation services will also allow such companies and merchants to initiate online
payment orders at the request of the customer with respect to a payment account
held at another PSP.
In parallel to the EU regulatory reform, in August 2015 the UK Government through
the HM Treasury ordered the establishment of an Open Banking Working Group
(OBWG) in order to deliver a framework for the design of an open API standard in
banking. The following year the Competition and Markets Authority (CMA) published
various provisional recommendations and subsequently mandated nine major UK
banks to form an Implementation Entity in order to set up the common technical
standards underpinning open banking in the UK. In contrast to PSD2, the Open
Banking initiative in the UK has been more explicit around the definition and
development of the required APIs, as well as the security and messaging standards.
5
While PSD2 and Open Banking in the UK have not been yet transposed into national
law, many providers have already started the process of outlining their strategies to
take advantage of the opportunities that the new payments ecosystem will create.
However, it is still unclear what the effect of such regulation will be and whether this
will indeed create new opportunities for the various actors in the market and in what
way. Prior regulatory reforms with the aim to enhance competition in various EU
network industries such as telecommunications, energy and transport, have
generally been associated with long term lower price levels, expanded outputs, and
labour productivity gains (Martin, et al., 2005). Empirical findings also tend to confirm
that, ultimately, such reforms improved consumers’ welfare and led to better quality
of services and investments in R&D and innovation. However, such results often
depend on the capacity of the industry participants and the labour market to adjust to
the new economic situations.
Examples from energy and telecommunications sectors show that this kind of
regulatory intervention aims to infuse competition at industries where incumbents
retain a dominant position and market power that leads to monopolistic behaviour at
the expense of the end customer. By allowing third party access to the existing
transmission and distribution network of incumbents, regulators help “unbundle” or
“separate” services to create a more level playing field. Regulators can use such
regulatory approaches along with advanced technology to tackle issues such as
price discrimination, cross subsidies, and high barriers to entry that are often present
when incumbents hold high market power with limited competition. It still needs to be
seen what effects such policies will have in the banking sector and how incumbent
companies as well as new entrants will respond. The next two sections discuss the
role of open APIs and digital platforms in facilitating this kind of regulatory reform.
1. Deconstructing APIs
At a very basic level, an application programming interface, or API, is “a way for two
computer applications to talk to each other over a network using a common
language that they both understand” (Jacobson et al., 2012). Editor-in-Chief of
ProgrammableWeb.com, David Berlind describes APIs as “electrical sockets that
have predictable patterns of openings”
1
into which, other applications that match
those patterns can “plug in” and consume them in the same way electrical devices
consume electricity. While these sound like generic statements, the benefits and
functionality of APIs can be much clearer when we consider the context in which
they are realised. For example, APIs can be used by firms internally, to integrate
diverse systems and allow for the exchange of data across different departments by
performing API “calls” or sending queries to an API server. This systematic way of
sharing data can make it easier for internal teams to collaborate and access
information when and how they need it, thus helping to interconnect services and
business processes across the organisation as well as improve employee
productivity and even create better omni-channel experiences for customers (Nijim
and Pagano, 2014). In a similar way, APIs can also be used to expose business
assets such as information, a service, or a product to external audiences, hence,
reaching beyond the boundaries of the firm. Such external APIs can provide further
1
https://www.programmableweb.com/news/what-api-exactly/analysis/2015/12/03
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