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The All About the API event is set to take place later this month in Las Vegas, bringing together companies with APIs and developers and product managers. Cloud telecom service provider Phone (News - Alert).com has announced participation in the conference and will be speaking on two panels focused on the value of APIs as well as SDK enhancements.

All About the API, set to take place on July 19-21 at Caesar’s Palace, places emphasis on the interconnected ecosystem of technology solutions, services apps and platforms. The event will feature hack-a-thons, workshops, speaking panels and networking opportunities, all designed to bring together attendees and facilitate business opportunities and innovation.

Phone.com EVP/CTO Alon Cohen (News - Alert) and COO Ramesh Elaiyavalli Cohen will participate in the “Moving with the Market: Enhancing the Value of Your Product with API” panel scheduled on July 20 at 9:30 a.m. The panel discussion will center on why products should have an API as well as why developing software that is entirely controlled through API is a successful market strategy. Additional topics of discussion will include the trends toward open APIs and community-driven products and how they are impacting the technology sector.

Elaiyavalli will also speak at the session “Turbocharge your API Strategy with SDK” on July 20 at 1:30 pm. The discussion will focus on why APIs are coming first in telecom technology development, ahead of browsers and mobility. It will also stress the importance of offering a SDK as part of cloud-enabled VoIP and PBX (News - Alert) solutions as a competitive differentiator.

"APIs are the interconnective tissue between new and newer, old and new and even old and old applications and services," said Rich Tehrani (News - Alert), CEO of All About the API event producer TMC. "Every day, new API-based services and streamlined operations are brought to market that reduce costs, time and friction in businesses of all sizes.”

In addition to Phone.com, exhibitors at the event include acxiom, Dialogic (News - Alert), nexmo, Oracle, SmartBear, teli and Verizon. All About the API will also feature an Idea Showcase on July 20 at 4 p.m., designed to bring innovative companies to a select audience. Companies will get five minutes to present their value propositions and then the audience and a panel of judges will determine which company is the most disruptive.