api as a product - sxsw 2012

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Platform is the New Product Delyn Simons #sxsw #apibiz @mashery @delynator March 2012

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Most APIs support a company's product, like how a variety of applications can access Twitter content. There's a new breed of API that isn't supporting a product, but instead supporting the entire business. In these cases, the API is the product and the product helps developers solve a problem, which means developers are happy to pay. Mashery enables companies to offer their paid data as a service product. Twilio helps developers write voice and SMS applications. Urban Airship specializes in push notifications and geographic databases. SendGrid makes sure transactional emails make it to their recipients. The panel will discuss dos, don'ts and opportunities for this new type of API-based company.

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Page 1: API as a Product - SXSW 2012

Platform is the New Product

Delyn Simons#sxsw #apibiz @mashery @delynator

March 2012

Page 2: API as a Product - SXSW 2012

#sxsw

Page 3: API as a Product - SXSW 2012

API as a Product

3

Page 4: API as a Product - SXSW 2012

Partnering with Developers

Page 5: API as a Product - SXSW 2012

5 Things Developers Hate about Your API

• Restrictive Terms of Service

• Unsupported Docs/Code Samples

• First API call > 5 minutes

• NOT Your Outsourced QA team

• Deprecate with little/no notice#sxsw #apibiz @delynator @mashery

Page 6: API as a Product - SXSW 2012

At Comcast, it used to take 6 to 8 months to share resources to make great digital experiences. Now? 30 minutes.

TV programsmovies

subscriber infochannel info

listingscable box info

3,600+ affiliates

“With Mashery, we can scale.”Agustin Schapira, Principal Architect, Comcast

New apps with advanced viewing

features

CodeBigintegration platform

Page 7: API as a Product - SXSW 2012

USA TODAY deployed #1 iPad, Kindle Fire news apps and get on multiple platforms, millions of devices.

Mobile apps on millions of devices

“Our API is a platform for being wherever customers want our

content.” Erik Bursch, Director of Operations, Content Systems, USA TODAY

new articlescensus data

photosmovie reviews

book listssports salaries

Scaling partnerships is faster and easier• 700+ distribution partners• 15 private APIs• Partner on-boarding from months to minutes

Engagement of public developers• 9 public APIs• Commercial use OK• Hackathons

Page 8: API as a Product - SXSW 2012

Best Buy’s API saves millions of dollars in development.

New web features &

mobile appsproduct infocommercestore info

store inventoryreviews

timely offersmobile upgrade

“The API saved us over $1.5 million and many months when deploying new features and partnerships.”Kumar Kandaswamy, Sr Director, Emerging Platforms, Best Buy

100s of affiliatepartners

Page 9: API as a Product - SXSW 2012

Platforms and Pivots

#sxsw #apibiz @delynator @mashery

Page 10: API as a Product - SXSW 2012

Platforms and Partners

#sxsw #apibiz @delynator @mashery