Application integration: What is it and what are its main advantages?

What is application integration?

Application integration (or app integration (in English) is the solution that is usually used to join two or more systems and establish communication between their different applications. The data that allows the integration will remain in the cloud, allowing the possibility of changing, selecting or deleting them when required. Below, we detail some of its main advantages:

1. Internal Management Optimization

APIs improve the level of internal management, causing a direct impact on the way a company is managed and monitored. Most APIs automatically generate reports, offer management tools and other functionalities that facilitate decision making, helping to define strategic actions. For example, a CRM system will help you better understand your customers and prospects, qualifying relationship opportunities with them and making sales goals a reality.

On the other hand, applications need a payment system to receive orders from their customers through their credit cards or any other payment system. When your system detects the receipt of a payment and a lead becomes a customer Isn't it interesting that these two systems, CRM and Payment Platform, integrate with each other to automatically change the user's status in the tool you use to manage customers?

You will be able to avoid errors by automating the process, providing fluidity in the development of your business tasks and optimizing processes.

2. Service optimization

With the growing market for mobile applications and the efforts of companies behind platforms that aim to offer a unique user experience through their applications, the importance of their data not being limited only to the use of their own creations, but also available for further use on another platform, has increased.

This is precisely one of the main advantages of implementing APIs. For example, by integrating social applications it is easy to obtain information about users without them having to fill out any forms.

With just one connection between the two platforms, APIs can track user activity and increase the company's optimization capabilities. By using the API of certain platforms, access can be gained to user habits and preferences.

This is the case for companies that do business with intermediaries and payment platforms, for example. There are also partnerships between blogs and search sites, social networks and other providers.

Specifically for IT Management Companies, APIs help them secure information, build a secure database and enable broader business control, not only in terms of communication and technology, but also in the financial sense.

Did you know that? You can create an app? Start doing it now with King of App

3. Enabling Application Integrations and Partnerships

The business world is not static and this is precisely why many companies should be increasing their connection with new technological trends. The API is one of those advances that are here to stay. After all, among other advantages, they generate good business opportunities and enable associations and application integrations for both parties:

Spotify and Waze join forces

In order to provide greater security and a more practical service to users, Spotify and Waze decided to form a partnership whereby their applications would be compatible and end up working in an integrated manner.

These two apps, which are commonly used while driving, can distract users and cause accidents. Wouldn't it be great to integrate these two apps into one place to help prevent distractions while driving?

The idea could probably be implemented not only for private drivers, but also for drivers of apps like Uber or Cabify, who transport passengers on a daily basis. The case of Uber is particularly striking, since, in this case, users can even choose the music genre they want to play during their trip.

How does the integration between Spotify and Waze work? When using Waze, the music player is placed on the map, allowing the user to change the tune without having to switch apps. Right on the same screen. The same thing happens on the Spotify screen.

A positive point for both companies is that this strategy helps mitigate the problem of traffic accidents and improves the public image of their brands, which favors and strengthens their relationship with the user.

Partnership between Uber and TomTom

Uber, the company that provides a private transportation service through an app, was looking for a new partner, reaching an agreement with the Dutch brand TomTom.

TomTom announced the deal on its website, marking the start of a multi-year relationship with Uber, providing maps and traffic data across North America. TomTom's mapping technology, combined with global traffic information, would give Uber an incredibly improved navigation experience, more accurate arrival times and more efficient rides in more than 300 cities around the world.

TomTom is also reportedly closing a partnership with Volkswagen to provide maps and will renew its contract with Apple to provide iPhone navigation apps.

The value of the relationship with Uber was not disclosed. However, following the announcement of this partnership, the Dutch company's shares reached a value of 10.96 euros on the Amsterdam Stock Exchange, increasing their value by up to 81%4Q.

Such deals align with TomTom's strategy, which started out selling GPS devices but now aims to serve as the primary provider of navigation technology as phones, tablets and other in-car technology have made traditional GPS devices obsolete.