Be open: Integrate and let integrate

A key principle I drive at my organization is technical openness. This means all the tech we leverage should be based on open standards and frameworks. There are many reasons for this, including:

• Superior interoperability and integration with other systems.
• Prevents "re-inventing the wheel."
• Avoids being locked into proprietary and costly technologies or vendors.
• Improves agility and choice; can select best-of-breed solutions for each job.
• Broadens support pool and timelines.
• Increases innovation, as open standards invite everyone to participate in providing feedback.

I believe the ability to integrate fast and effectively is a skill which all companies will need to survive over the next few years. This is why the first bullet above is most critical.

Examples of key business integrations 

Here are a few "integrations" which help drive business growth:

1. Pizza Hut can be ordered directly through Amazon Echo (Alexa). Amazon provides vendors a standard way of connecting to their Echo service, and companies like Pizza Hut are able to connect their ordering systems to allow for another potential revenue stream. Pizza Hut was one of the first onto the platform because their systems allow for integrations with external sources to place orders.
   
   
2. Uber is a great example of being able to integrate with various channels. Users can request rides directly within both Google Maps and Facebook Messenger. They try to capitalize on being available to request a ride at the exact moment when someone is likely to need one.

The examples above demonstrate the need for enabling the in-the-moment, simple, and fluid purchasing capabilities. None of which would be possible if the systems were closed and unable to move quickly to meet the changing dynamics of their users. 

There are other examples which do not include purchases, but rather provide information or other service more easily through atypical channels (see KLM's Messenger integration, for example). Those help to drive customer engagement, satisfaction, and loyalty. All wins for good business, and only possible with open technologies.

Integrate and let integrate!