Today's brands recognise the difficulty in building a personalised customer experience due to siloed customer data, distributed identity, and extended development cycles.
Regardless of the industry they're in, most enterprises are striving to keep pace with changing consumer demands. As customers adjusted to new social parameters at the start of the pandemic, so have their expectations for a more seamless shopping experience. The demand for IT innovation takes on new urgency as 40 million more people across Southeast Asia came online for the first time in 2020.
The proliferation of devices and applications has underscored the importance of IT agility. For businesses today, application programming interfaces (APIs) have become the indispensable connective tissue to connect data, applications and systems. APIs allow businesses to scale quickly and react better to digitally tightened gaps.
