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Apigee Puts InsightsOne Acquisition to Work

Sarah Thomas
4/10/2014
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Just three months after acquiring InsightsOne, Apigee is unveiling its first predictive analytics product to spring from the combined company assets.

Apigee Corp. 's latest iteration of Apigee Insights blends the hoard of data from its application programming interfaces (APIs) with InsightsOne's predictive analytics technology to reach the goal of crafting new services and offers tailored to individual customers. (See Apigee Acquisition Brings Analytics to APIs.)

Apigee first introduced Insights on its own back in February 2013 in order to help its customers, including AT&T Inc. (NYSE: T) and Telefónica SA (NYSE: TEF), understand user interaction through contextual feedback. The addition of InsightOne's predictive analytics means that the company deploying the analytics platform -- whether it be in healthcare, telco, or retail -- should also be able to predict future customer behavior, not just react to it. (See Apigee Offers Mobile App Analytics.)

For example, Waqar Hasan, Apigee senior vice president for big data and former CEO of InsightsOne, suggests a carrier could analyze who is calling whom, then combine that with data on customer demographics and app usage to make a more compelling offer. Or, an enterprise or developer could tweak an API and adapt one of its apps based on how it observes its customers using it.

Apigee is offering the platform either on-premises or in the cloud, which an increasing number of companies are asking for today. Despite the complexity it could introduce in the network with more instances running at once, Hasan says the move to virtualization has been a positive development for the company.

"There is enough standardization in that area that we can actually benefit from much lower resource usage and reduce our operating costs, and customers' operating costs," he tells Light Reading, while adding that a lot of service providers aren't that far along in the move to virtualization yet.

As they do make the plunge, predictive analytics and the real-time responses they enable will only become more important, both from a network monitoring perspective, as SevOne's acquisition today addresses, and from the subscriber management perspective that Apigee is pitching. (See SevOne Acquires Log Analytics Startup.)

— Sarah Reedy, Senior Editor, Light Reading

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Ariella
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Ariella,
User Rank: Light Sabre
4/11/2014 | 12:16:52 PM
Re: APIs explained
@Sarah thanks for the link to the infographic. Visualizations can clarify a lot at a glance.
Sarah Thomas
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Sarah Thomas,
User Rank: Blogger
4/10/2014 | 10:41:21 AM
APIs explained
If you need more color on what APIs do, this infographic explains it well: http://blog.smartbear.com/api-testing/the-api-revolution/ 

Is it relates to big data, they are essentially another form of granular data to analyze. It's smart for Apigee to extend its value proposition in this way with acquisitions like InsightsOne.
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