mapping out your api strategy - 4.20.11 webinar slides
DESCRIPTION
These are the slides for Apigee's API Workshop webinar "Mapping out your API strategy" by @sramji and @landlessnessTRANSCRIPT
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Mapping out your API Strategy
4.20.11 @ 11:05 PSTVOIP or Dial-in (see chat)
Brian Mulloy @landlessness
Sam Ramji @sramji
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Welcome to our first webinar.
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@landlessness @sramji
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Today: Mapping out your API Strategy
10 Patterns in Successful API Programs
Pragmatic REST: API Design Fu
API Tech & Roadmap Considerations
Driving API Adoption
“Rapid API” Workshop Webinar Series
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Part 1: Mapping out your API Strategy
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mobile social cloud ubiquity
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You need a strategy for the explosion in consumption.
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iPad Android, iPhone, Xbox, …
FacebookTwitter, Linkedin, Foursquare, …
GrouponAmazon, salesforce.com, PayPal, …
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iPad iPhone, Wii, …
FacebookTwitter, Linkedin, Foursquare, …
GrouponAmazon, salesforce.com, PayPal, …
Android Android, iPhone, Xbox, …
LinkedInTwitter, Linkedin, Foursquare, …
SalesforceAmazon, salesforce.com, PayPal, …
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Do business in the customer’s full context.
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Customers
You
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Align your investments with your customers.
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Example iPad app
Your Product Your Partner
Facebook PayPal
iPad
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What About Android?
Your Product
Your Partner
Facebook PayPal
iPad
Your Product Your Partner
Facebook PayPal
Android
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And LinkedIn?
Your Product
Your Partner
LinkedIn PayPal
iPad
Your Product Your Partner
LinkedIn PayPal
Android
Your Product
Your Partner
Facebook PayPal
iPad
Your Product Your Partner
Facebook PayPal
Android
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And Another Partner?
Your Product Your Partner A
LinkedIn PayPal
Android
Your Product
Your Partner A
LinkedIn PayPal
iPad
Your Product Your Partner A
Facebook PayPal
Android
Your Product
Your Partner A
Facebook PayPal
iPad
Your Product Your Partner B
LinkedIn PayPal
Android
Your Product
Your Partner B
LinkedIn PayPal
iPad
Your Product Your Partner B
Facebook PayPal
Android
Your Product
Your Partner B
Facebook PayPal
iPad
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And Another Product?
Your Product A Your Partner A
LinkedIn PayPal
Android
Your Product A Your Partner A
Facebook PayPal
Android
Your Product B Your Partner A
LinkedIn PayPal
Android
Your Product B Your Partner A
Facebook PayPal
Android
Your Product A
Your Partner A
LinkedIn PayPal
iPad
Your Product A
Your Partner A
Facebook PayPal
iPad
Your Product B
Your Partner A
LinkedIn PayPal
iPad
Your Product B
Your Partner A
Facebook PayPal
iPad
Your Product A Your Partner B
LinkedIn PayPal
Android
Your Product A Your Partner B
Facebook PayPal
Android
Your Product B Your Partner B
LinkedIn PayPal
Android
Your Product B Your Partner B
Facebook PayPal
Android
Your Product A
Your Partner B
LinkedIn PayPal
iPad
Your Product A
Your Partner B
Facebook PayPal
iPad
Your Product B
Your Partner B
LinkedIn PayPal
iPad
Your Product B
Your Partner B
Facebook PayPal
iPad
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Resources Required
Internal Systems
Web
Mobile & Social Ubiquity
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The Big Bet of Yesterday
Scarce, Expensive
Technology
Big Budget
High Risk
Lots of Potential
Long-Term
Project
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Many Bets of Today
Cheap, Ubiquitous Technology
Iterative Budgets
Low Risk
Quick Results
Small, Focused Projects
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How to Do It All?
Direct Indirect
Mobile
Social
Cloud
API
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API Initiatives
Internal Partners Open
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Internal
Loners
Departments
IT
• No developers• No problem
• Less planning• More doing
• Agile• and Stable
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Partners
Channels
Extenders
Completers
• More reach• New revenue
• Expand footprint• Strategic offerings
• Plug holes
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Open
Breakthroughs
Niches
Directed
• Huge crowds• Wait and see
• Niche developers• Niche solutions
• Inspire research• Solve problems
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Enterprise API Engine
Internal
Partners
Open
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API Value Chain
AppUser
APITeam
APIAppWorld ofAPIs
AppStore
InternalSystems
AppDeveloper
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John MusserProgrammable Web
“
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But how?
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Let’s break it down
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Establish Target Segments
Engage Developer Channel
Set Industry Goal
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An API should extend your core businessinto a new part of the market
target segments
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Your core business already has key performance indicators
target segments
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So apply your KPIs to the new market segment you’re targeting with your APIs
target segments
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What is the market impact you need to create in order to succeed as a business?
target segments
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What does the target segment need that it is not getting from you today?
target segments
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The answer will be the foundation of your API strategy.
target segments
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In most cases the channel for your API will be developers, but what do they need?
developer channel
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A profit motive.
developer channel
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Here are the leading profit models for developers today
developer channel
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App sales
developer channel
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In-app purchases
developer channel
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Affiliate royalty
developer channel
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Your advertising spend
developer channel
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Market awareness of their offering
developer channel
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If you don’t know where you’re going, you definitely won’t get there
industry goal
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Partnerships and platform businesses are very different things.
industry goal
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Partnerships are formed to serve a known set of entities
industry goal
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A partner API should be traceable to each partner’s relationship
industry goal
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And support end-to-end business processes
industry goal
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A platform exists to create massive and unpredictable opportunities
industry goal
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All your technology, support, and community decisions will be about surviving the scale of adoption
industry goal
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That’s the strategy dimension.
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The execution dimension is what you already know.
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Planning.
Management.
Organization.
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Putting all this in context gives us a map for our API strategy
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Planning Management Organization
Target Segment(s)
Define market segment in detail including size and
user persona; specify API profile needed to satisfy top use cases for each
target segment
Establish KPI targets, traceability and dashboard
Business-led
Segment-oriented workstreams
Engage Channel
Specify business model and marketing driver for
the channel that will reach each target segment
Establish developer adoption targets,
developer marketing and channel actions
(community site, events, and communication)
Channel-led
Community, developer, and business development
workstreams
Industry Goal
Specify roadmap of API deliverables, mechanics, integration, and business
process to meet target segment needs
Implement API roadmap, adjust and report on iteration cycle, and
establish alpha developer team
Engineering-led
API, infrastructure, and developer support
workstreams
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Open, Partner, or Internal?
Align Execution with Strategy (try 9 boxing)
In summary
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Mapping out your API Strategy
10 Patterns in Successful API Programs
Pragmatic REST: API Design Fu
API Tech & Roadmap Considerations
Driving API Adoption
Next Time
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THANK YOUQuestions and ideas to:
@landlessness@sramji@apigee