API經濟於台灣銀行業發展之研究

Abstract

近年來，金融科技（FinTech）逐漸改變人們心中的傳統金融服務想像，廣為人知的大數據（Big Data）、人工智慧（AI）、區塊鏈（Block chain）等等技術都陸續運用在金融科技的創新研發中，帶給人們耳目一新的金融體驗。科技的進步推動著銀行數位轉型，其中全球銀行業間正興起一股開放銀行（Open Banking）的風潮，其核心概念為將資料的主導權還給客戶，讓其他業者根據得到的客戶資料，提供更客製化、更貼近消費者需求的金融服務，為了能讓資料交換的過程更順利，應用程式介面（Application Programming Interface, API）的使用被視為是開放銀行成功的關鍵因素。並且，隨著API的頻繁使用，API經濟、API生態圈等新商業模式也應運而生。 本研究內文主要在探討API經濟在台灣銀行業的運作，並藉由將各國開放銀行的成功案例經驗，與專家深度訪談得知台灣銀行業的看法後，提供台灣銀行業做結合並給予建議。研究發現，不管是被動或是主動將資料開放，各國成功的開放銀行案例皆致力於利用開放API，與B2B、B2B的API消費者和第三方業者共同拓展金融生態圈，以實現場景金融為主要目標。為了達到目標，成功案例中的銀行紛紛建立開放的API開發者平台，平台內不只開放多項功能給合作夥伴進行串接，也對API開發提供許多幫助，深化與第三方服務業者的合作，試圖將金融服務透過合作的方式，讓一般民眾在生活的各個場景中，都能享受到一站式且無縫的體驗。 然而，在台灣銀行業相對於國外來說，開放銀行的進程尚未追上國外腳步，無論是在資料開放程度，以及金融科技業者的合作規模。台灣銀行業開放資料可能導致的激烈競爭，但可將API經濟視為競合市場、API商品化調整收費模式和建立轉介平台（Referral Platform）的方式應對；也可以提升自己的核心競爭力，建立開放API開發者平台吸引各方第三方服務業者來研發創新，或是以銀行即平台（Bank as a Platform, BaaP）的商業模式進行交叉銷售，創造多通路的消費者體驗，拓展銀行建立金融生態圈的規模。

Recently, development in FinTech has gradually changing people’s imagination of traditional financial service, such as big data、AI、block chain. As the progress of technology, it motivates bank industry to embrace digital transformation, and open banking is the one of it. Open banking’s core value is sharing financial information to others like third-party service provider (TSP) under customers’ approval to provide customer more customized financial service. In order to make data exchange go smoothly, API is regarded as a key factor that makes open banking works successfully. The frequently use of API eventually leads to the brand new business model called API economy. Discussing how API economy works in Taiwan’s banking industry by doing research of worldwide successful banks’ strategies of implementing API economy well, and conducting the in-depth interview with two experts, this study combines all of them then proposes some suggestions of API economy. Founded that no matter how banks are forced to share their data or not, every bank’s goal is committed to build banking ecosystem with customer and TSP cooperation. For the purpose of reaching the goal, they all set up their own open API developer platform, offering wide range of API categories for customer and TSP. Moreover, banks help a lot like providing API develop guideline、API standard and so on. They try to offer everyone more convenient、seamless、one-stop financial service through alignment. However, compared to foreign banking industry, Taiwan is still way behind those leading banks. Taiwan’s banking industry considers that sharing data will result in extremely fierce competition. Yet, banks in Taiwan can believe that API economy may be a coopetition market, meanwhile counter the competition through commoditization、monetization of API and building referral platform. Additionally, to boost the competitiveness of bank, install open API developer platform to attract TSP, or adopting bank-as-a-platform business model to enhance consumer experience by multiple channel cross-selling. In the long run, broaden the scale of banking ecosystem and maximize the whole banking industry’s value.