API is publicly available for all developers to access. They allow developers, outside of an organization's workforce, to access backend data that can then be used to enhance their own applications. Open APIs can significantly increase revenue without the business having to invest in hiring new developers making them a very profitable software application. However, it is important to remember that opening back end information to the public can create a range of security and management challenges. For example, publishing open APIs can make it harder for organisations to control the experience end users have with their information assets. Open API publishers cannot assume client apps built on their APIs will offer a good user experience. Furthermore, they cannot fully ensure that client apps maintain the look and feel of their corporate branding. Open APIs in business Open APIs can be used by businesses seeking to leverage the ever-growing community of freelancing developers who have the ability to create innovative applications that add value to their core business. Open APIs are favoured in the business sphere as they simultaneously increase the production of new ideas without investing directly in development efforts. Businesses often tailor their APIs to target specific developer audiences that they feel will be most effective in creating valuable new applications. However, an API can significantly diminish an application's functionality if it is overloaded with features. For example, Yahoo's open search API allows developers to integrate Yahoo search into their own software applications. The addition of this API provides search functionality to the developer's application whilst also increasing search traffic for Yahoo's search engine hence benefitting both parties. With respect to Facebook and Twitter, we can see how third parties have enriched these services with their own code. For example, the ability to create an account on an external site/app using your Facebook credentials is made possible using Facebook's open API. Many large technology firms, such as Twitter, LinkedIn and Facebook, allow the use of their service by third parties and competitors. Open APIs on the Web With the rise in prominence of HTML5 and Web 2.0, the modern browsing experience has become interactive and dynamic and this has, in part, been accelerated through the use of open APIs. Some open APIs fetch data from the database behind a website and these are called Web APIs. For example, Google's YouTube API allows developers to integrate YouTube into their