Success Story: Transforming a Business without Reinventing the Wheel: APIs Keep Sensis Relevant

Read the full case study here:  Sensis-Case-Study_0.pdf

Sensis connects businesses and consumers through the Yellow Pages and White Pages, enabling people to find the most up-to-date and relevant information to suit their needs. The Australian company historically sold advertising products in paperbound directories. However, as consumers began turning to the Internet and mobile devices to satisfy their business search queries, so did the advertisers that were the lifeblood of the business. 

“Sensis needed to quickly transform its business strategy and access consumers anytime, on any device,” says Norbert Herrmann, Senior Manager of Sensis API (SAPI) and Search at Sensis. “To go from print to digital, APIs would be key to our success and survival.” 

A Hybrid Approach to API Management

The company began building SAPI to give advertisers broader reach delivered via a custom relevancy-focused search. As the internal engineering team built a small API program, Sensis understood that in order to scale the API and make SAPI a conduit to Sensis becoming a digitally led business, it would also need a management layer to provide a single platform powering all API-based experiences. 

“It was pretty compelling for us to not reinvent the wheel and instead eliminate the technical and business overhead to our digital transformation efforts,” says Herrmann. “We had a lot of time and capital constraints. Intel Services was the fastest and easiest solution to get us up and running quickly with the least amount of integration into our enterprise infrastructure.” 

Furthermore, Intel Services offered truly distributed API management with its hybrid solution. Sensis has traffic running simultaneously through on-premise Intel Mashery Local in its datacenter, as well as through Intel Services' enterprise-grade cloud infrastructure to power mobile experiences. Coupled with a global caching system for maximum response speed and four levels of failover, Sensis felt confident that Intel Services could serve its API management needs despite an ocean between them. “The closest competitor would’ve cost a lot of time and effort for us,” adds Herrmann.

A Single Pane of Glass

Herrmann exclaims that the API program has “gone gangbusters,” with more than 3,500 registered developers and over 50 productized applications. Developers are more and more going to Sensis to power business search, proving that the company made the right choice in turning to APIs and in turn enhancing its credibility, making it the de facto source for business information in Australia.

This success is also seen in the new commercial opportunities SAPI has brought to Sensis. The company has forged relationships with several large international search companies, plus it has more than 15 external publishers running exclusively off SAPI’s search engine. 

APIs have helped lead Sensis into a digitally led future that has already seen success with developers, partners, and customers alike. API Management provides Sensis with a single pane of glass that gives the company access and insight to that distributed traffic with reporting and analytics, as well as a single partner experience via a comprehensive developer portal so that partners, customers, and developers all gain entry to the API from the same place, no matter what twists and turns it takes to get there on the backend.

“APIs have helped Sensis to transform our business without disrupting our business,” says Herrmann. “Sensis is well prepared to take on anymore challenges and opportunities that come our way.”