"Do we, car manufacturers, learn to become tech companies more quickly than a tech company learns to be an automotive player?” How do you manage a conversation when your customer (BMW management in this example) raises this question? They are thinking in how they can transform into software companies. The ability to innovate, create new apps and contribute agility to their business is critical. As is the ability to make sure that those apps and processes can interact together in an agile way, and interact with customers, partners, employees via opening their APIs with safety, speed and control. In addition, research shows that the ability to rally of those apps with modern technologies such as Social, Mobile, Analytics, Cloud and internet-of-things (SMACIT) is the new key to competitive advantage. Let us share how we manage these conversations across the three pillars of agile integration: distributed integration containers and API Management.