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An API is a digital product with a community, a roadmap, an ecosystem
and a business value both for its consumers and its producers.

Yves Caseau

Sponsored by

photo Yves Caseau
Yves Caseau
Group Chief Digital & Information Officer at Michelin

Co-Sponsored by

photo Sophie Foucque
Sophie Foucque
VP Data businesses SES - Michelin Connected Mobility
Powered bylogo dctiIn partnership with Googlelogo google apigee


IT experts
Developers, User Experience specialist, architects. You want to learn about API Michelin best practices related to development, exposure and management
Digital enablers
Knowing or dealing with digital products. Having experience to do business with clients / partners, aware about values areas and digital landscapes.
Business owners
Having ideas about customer’s needs, enterprise stakes, having idea to solve problem and create new service having value added

If you’re a BUSINESS profile, with or without a potential business case/idea, register you’ll be accompanied with ideation sessions, mentoring and pitch trainings all the way until the Hackathon D days !

If you’re a TECH, register and you’ll get exclusive Hackathon Apigee platform’ training before the event and at the the Pitch session launching the Hackathon you will get to form a team with the business idea of your choice !


photo Sophie Foucque
Sophie Foucque
VP Data businesses SES - Michelin Connected Mobility
photo Freddie Page
Freddie Page
BSS Manager North America at Michelin DCTI
photo Vijay Balakrishnan
Vijay Balakrishnan
Group Chief Data Officer at Michelin
photo Thierry Fraudet
Thierry Fraudet
Enterprise Architect for IT at Michelin
photo Karen Schwartz
Karen Schwartz
Managing director - Digital services platform, SES
photo Philippe Armand
Philippe Armand
Customer experience Manager, AGB
photo Manuel Fafian
Manuel Fafian
Global senior VP - Michelin Experiences

Prize Pool

jury pize icon Jury prize

public pize icon Community prize

Partner pize icon Partner prize


Remi Farot
Product Owner, TyreDating
Aurelien Le-Noxaic
New ecosystems Director, DDI
Thibault Signarbieux
Team Leader API Platform, DCTI/BS/SMI
Olivier Jauze
Distinguished Engineer, DCTI/EA
Suraj Desai
API Accelerator Team Lead, DCTI
Benoit Lamouche
CTO Consumer Experience Digital Factory, DCTI
Ozan Seymen
Manager - Technical Solutions Consultant, Google Apigee
Daniel Strebel
Technical Solutions Consultant, Google Apigee
Deepti Gupta
UI/UX Designer - App prototyping, DCTI/BS/SMI
Renuka Pillai
UX Designer - App prototyping, DCTI/BS/SMI
Omid Tahouri
Technical Solutions Consultant, Google Apigee
Felipe Soares
Business Developer at Michelin
Seth Pack
Head of Open Innovation at Michelin
Florence Godino
Directrice Digital Euromaster


image planning

Frequently asked questions

A Hackathon is a time-boxed (usually 2 to 3 days) development competition where product owners, software developers, designers, business analysts etc… come together to design and build something cool. The word is a combination of “hack” (to develop/to build) and “marathon”.
It expects to run as mainly a virtual event with some potential physical hubs of activity* according to team members location e.g. in France, India or US (*of course any physical activities will depend on local COVID restrictions in November).

Participation expects to come primarily from teams in France / Europe, India and the US ; plus potentially China.
Yes sure, as long as you have your manager approval to participate.
API stand for “Application Programming Interface”. They are standard integration components.

APIs are also digital products providing services that address customer’s needs. It could either bring valuable data, orchestrate services etc.

As any successful product, a successful API has to have a business value, both for its consumers and its producers (the API Owner).

Example: online payment 3D-secure are connecting the e-commerce website to your bank, confirming your identity before proceeding a purchasing transaction.

In the example, 3D-Secure will secure your transaction, bringing trust for both ecommerce website (consumer) and for the bank (producer).

Areas of values could be:
  1. Increase business by generating new revenue streams (ex selling valuable data like DDI or Mapping Factory)
  2. Customer knowledge, understanding better customers behaviors (ex: purchasing habits helping to fit offers)
  3. Easy to do business with (ex UPX APIs automate Tyre Stock and Orders queries by OEMs)
  4. Operational efficiency (ex automate validation workflows)
This API Business Hackathon aims to challenge teams across the Michelin Group, with mixed skills from IT to Digital to Business and beyond, to create through APIs the Group next successful digital services.

These digital services are called “API as a product”.
Jury will expect from the teams to demonstrate the value of their “API as a product” services for the consumers.

1. Services should be specified, having set ambition, boundaries, targeted consumers, areas of values expected and the different offers (plans of usage).
2. The service would be delivered by exposing an API or a bundle of APIs. It would be exposed on Michelin Apigee API management platform. Data and applications backend can be mocked as long as the feasibility of the solution is proven.
3. The usage of the service should be demonstrated by a mobile app or a website that would consumes these APIs.
Idea has to reflect an opportunity of digital service provided through an Application Programming Interface. It used to be called “API as a Product”.

The variability of service will be evaluated thank to a Business case which would cover:
  1. Business stake / opportunity
  2. Targets consumers profiles
  3. Areas of value for the consumers & for the producers
The service value shall be demonstrated through a short pitch that will be done at the end of the hackathon.
Yes! Participants may be new to both APIs world and to hackathons.

We can provide some themes or partly formed ideas that might help you to start thinking of opportunities; or that you can take forward and expand. This would mean you are not going into the ideation session with “a blank sheet of paper”.

You will be able as well to join an idea submitted by another person. Thanks to the coaching, we will make sure that each team has a digital project sustainable and developer knowledgeable on API development.
It is not needed APIs or know about Michelin’s history and experience with APIs to date to join this hackathon. One goal of the API Business Hackathon is to increase the knowledge of the participants.

However, we count on participants to bring knowledge and experience such as commercial / business / customer / partner / technical experience into the hackathon; and that you are curious to expand this to new API-enabled opportunities at Michelin.
The ideation sessions aims to help participants bringing idea and / or interested in the ideation process t o mature the opportunity and the feasibility.

Technical participants are welcome if there are interested in such process.
Participation will be encouraged from both Business and IT / Digital disciplines in order to form teams with a mix of skills and expertise across both.

Team will be set next the pitch of the ideators that will happen at the beginning of the hackathon.

Due to timezone, we will recommand teams to be located on the same country.

Registration are meant to be made individually, but you can specify the names of your expected team mates in the registration form. However the actual competing teams (mixing of IT/Digital and Business profiles) will only be formed on Day 1 of the Hackathon.
When you register, please signal that you have an idea, regardless of your profile. The organizing team will contact you before the event and propose a template and (optional) coaching sessions to prepare your pitch.
Idea pitch, submission and demos will be in English only.
We can host 10 teams max. This means that the number of seats are limited: so register fast!
It is minimum 3 and maximum 5. The teams will be formed on site after the ideas pitch.
Suggested BUSINESS track is best for people who want to bring Michelin strategy to life with APIs and API-enabled products e.g. commercial managers, product owners, marketers, client account managers, etc.

Suggested TECHNICAL track is best for people who want to develop solutions e.g. front- or back-end engineers/developers, integration specialists, system designers, data analysts, solution architects etc.
The sessions are optional, and depend on your time and your skills, but we encourage you to attend. Notice that the briefing sessions will be available on replay video.
No: you’re welcome to use the briefing session to find out more before you register.
  1. Why organisations run hackathons and why people participate? Why is Michelin doing this, and doing it now?
  2. What are some examples of ideas to get started?
  3. What criteria might be used to choose for winning teams?
  4. What might happen to the winning ideas after the hackathon is finished?
  5. What will the hackathon involve over the two Hackathon days?
  6. What might the end result look like? i.e. What do good examples from other organisations looked like?
  7. How can I find an idea to work on, and a team to work with?
  8. What can I expect to learn from participating?
  9. Q&A, etc
Did not find your answers above? Please send your questions to contact.