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Under the Iceberg: Using APIs to
Transform your Business


Greg Brail     @gbrail
Dan Jacobson   @daniel_jacobson
Dan Woods      @danwoodscito
Scott Regan    @scottregan
@gbrail        @daniel_jacobson




@danwoodscito    @scottregan
O'Reilly author webinar "APIs: A Strategy guide":  Transforming Your Business with APIs
Topics

What is an API?
Why does it matter for your business?
You might need an API if…
Under the Iceberg: Public vs. Private APIs
Things to consider for:
         design | business | technology | marketing
Your questions!
Consider this:




60%+ traffic              More bandwidth through             Entirely API based
through APIs              APIs than all the websites         product and ecosystem




        30% of primetime internet               API drives all forms of
        traffic through streaming               distribution - website,
        service managed by APIs                 apps, partners
Market transition from..




            1 Billion      Trillions?
Business urgency: Get where the customers are!

Browser                        Ubiquity


    Web Site
What is an API?

(Our) Tech definition:
 An Application Programming Interface is a way for two computer
 applications to talk to each other over a network (predominantly
            the Internet) using a common language that they both
                                                         understand.


Business definition:
                         A way to get your data to partners and apps.
                                               Essentially a contract.
Public APIs are exploding in number




                          p
But Public APIs are the Tip of the Iceberg


             Public APIs




                                 p

                           Private APIs
p
p
p
The API Value Chain




                      p
You might need an API if..


…you need a second mobile app, or..
..you need to be on lots of partner apps!
…you need to make data available
…your customers or partners are asking for it!
…you want to let partners ‘test the waters’
…you want to scale integration with customers and partners
…your site is getting screen scraped
…your competition has one!
…you need to simplify or improve your technical architecture
Public vs. Private APIs



    What is the same?




    What is different?
Considerations for API Design


Is your API easy to try and use?


Does your API need to be RESTful?


Should you start with less or more?
Considerations for API Technology


How will you control API Traffic?


How will you scale the API?


Visibility to understand your customers and channel?
Considerations for API Security


How can you identify who is using your API?


What types of authentication/authorization should you use?


What is OAuth?


What new security threats might exist for APIs?
Considerations for Marketing your API


What specific type of app or developer segment is your API for?


What do developers need to be successful adopting your API?


How can you reach developers and build a community?


How will you measure and report on success?
For more on APIs


APIs: A Strategy Guide
http://shop.oreilly.com/product/0636920021223.do

Free book chapter:
http://bit.ly/apistrategybookchapter

API-Craft discussion group:
https://groups.google.com/forum/?fromgroups#!forum/api-craft

More API webinars:
http://youtube.com/apigee

I <B API Stickers: tweet @scottregan or @apigee and will mail you one 
THANK YOU
Questions and ideas to:

@gbrail
@daniel_jacobson
@danwoodscito
@scottregan

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O'Reilly author webinar "APIs: A Strategy guide": Transforming Your Business with APIs

  • 1. Under the Iceberg: Using APIs to Transform your Business Greg Brail @gbrail Dan Jacobson @daniel_jacobson Dan Woods @danwoodscito Scott Regan @scottregan
  • 2. @gbrail @daniel_jacobson @danwoodscito @scottregan
  • 4. Topics What is an API? Why does it matter for your business? You might need an API if… Under the Iceberg: Public vs. Private APIs Things to consider for: design | business | technology | marketing Your questions!
  • 5. Consider this: 60%+ traffic More bandwidth through Entirely API based through APIs APIs than all the websites product and ecosystem 30% of primetime internet API drives all forms of traffic through streaming distribution - website, service managed by APIs apps, partners
  • 6. Market transition from.. 1 Billion Trillions?
  • 7. Business urgency: Get where the customers are! Browser Ubiquity Web Site
  • 8. What is an API? (Our) Tech definition: An Application Programming Interface is a way for two computer applications to talk to each other over a network (predominantly the Internet) using a common language that they both understand. Business definition: A way to get your data to partners and apps. Essentially a contract.
  • 9. Public APIs are exploding in number p
  • 10. But Public APIs are the Tip of the Iceberg Public APIs p Private APIs
  • 11. p
  • 12. p
  • 13. p
  • 14. The API Value Chain p
  • 15. You might need an API if.. …you need a second mobile app, or.. ..you need to be on lots of partner apps! …you need to make data available …your customers or partners are asking for it! …you want to let partners ‘test the waters’ …you want to scale integration with customers and partners …your site is getting screen scraped …your competition has one! …you need to simplify or improve your technical architecture
  • 16. Public vs. Private APIs What is the same? What is different?
  • 17. Considerations for API Design Is your API easy to try and use? Does your API need to be RESTful? Should you start with less or more?
  • 18. Considerations for API Technology How will you control API Traffic? How will you scale the API? Visibility to understand your customers and channel?
  • 19. Considerations for API Security How can you identify who is using your API? What types of authentication/authorization should you use? What is OAuth? What new security threats might exist for APIs?
  • 20. Considerations for Marketing your API What specific type of app or developer segment is your API for? What do developers need to be successful adopting your API? How can you reach developers and build a community? How will you measure and report on success?
  • 21. For more on APIs APIs: A Strategy Guide http://shop.oreilly.com/product/0636920021223.do Free book chapter: http://bit.ly/apistrategybookchapter API-Craft discussion group: https://groups.google.com/forum/?fromgroups#!forum/api-craft More API webinars: http://youtube.com/apigee I <B API Stickers: tweet @scottregan or @apigee and will mail you one 
  • 22. THANK YOU Questions and ideas to: @gbrail @daniel_jacobson @danwoodscito @scottregan

Editor's Notes

  1. Creative Commons Attribution-Share Alike 3.0 United States License
  2. Over the past decade, about 1 billion web browsers enterered the marketplace.Today, we’re projecting a world of trillions of apps (Mary Meeker, Cisco, Gartner)Customers that are not in touch with this are losing touch with customers full contextCustomers that are doing well with this, are driving new reach and revenueThis is an explosion of consumption driven by mobile and socialSo what are companies doing about it?Takes us to our 2nd transition“Currently worth $7.3 billion this year, the apps market is set to double bythe end of next year and then to reach a colossal $36.7 billion by 2015. – rideresearch”