Removing The Friction In Digital Transaction

As the world becomes increasingly digital, there is a need to have a service or platform to enable the movement of large amount of across digital platforms efficiently.

This is where Apigate comes in- a homegrown Application Programming Interface (API) platform that enables a seamless integration for companies needing digital services such as content distribution and monetisation.

Apigate’s Chief Executive Officer Zoran Vasiljev says the company was originally set up as an internal business unit under Axiata Digital in 2014, supporting Axiata’s core telecommunication business, before it was rebranded to be positioned as a next-generation API ecosystem platform.

“What happened was that we very quickly understood that there are frictions in the experiences that end-users are going through. There are many steps in that process when people consume digital service; either it’s digital content or entertainment or shopping through an e-commerce website, there are many things that are happening throughout the journey of the customers.

API Platform Apigate Is Focusing on Gaming, OTT, Video Entertainment Companies

“For digital companies, there are various problems; from finding customers, to authenticating the customers and allowing to pay in any form to the provisioning of the service and communication.

“We realised that, in that space, each one of these steps - be it online order or online payment - was served by different companies and different vendors. So the experience was very ‘shaky’- there was a lot of abandonment of service.

“A high percentage of consumers who go through the process face interruption; for instance, a message doesn’t come through. These consumers who wanted to spend on something online, end up leaving.

“Then, we knew the fragmented layers of the process should be removed. This way it will add value for both the customer and the companies. We told ourselves: ‘Okay there is a technological way to resolve this. We must build an environment, a platform like an interface for consumers and companies to communicate seamlessly,” he says.

Currently, Apigate is focusing on gaming companies, video entertainment, over-the-top (OTT) players, e-commerce companies and Fintech companies.

How Is Apigate Adding Value to Mobile Network Operators and End-Users

“We are working with over 270 companies- all connected to the platform. Basically, these are our customers in which through us, they are now connected to 3.5 billion consumers from 120 mobile operators from 35 countries,” he says.

As the platform acts as the ‘centre’ for all the digital transactions and data movement between consumers and companies, it is vital that Apigate puts high importance on data safety.

“We continue to test the platform, and we work with friendly hackers to test the boundaries of what can be done and what cannot be done. We need to know the vulnerability of our platform.

“It’s an on-going process for us- something we cannot stop. There is always a daring bunch who sometimes wants to try and see if they can break-in, and get away with something- especially in the gaming system.

“For us, it is important we be on top of the security issue and make sure it is not being jeopardised,” he says.

Moving forward, Apigate wants to ensure it stays relevant and at par with the current movement of digitalisation by employing more millennials - those who spend much of their time on the mobile phones.

“We want to know what’s really happening day-to-day, the evolvement of consumer behaviour so that we can build a solution and service and upgrade the platform.

“At the same time, we also want to align with our partners, who do things faster and have done it before, so we can learn from their mistakes.

“Our environment is very dynamic and changing very fast. People get tempted with other opportunities. So it’s a challenge for us to make sure that we invest and retain the best talent and attract more talent into our digital business,” he says.