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API Strategy Practice I

API Strategy Practice I

Presentation at Veritrans' weekly sharing session

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Panggi Libersa Jasri Akadol

October 30, 2012
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Transcript

  1. API STRATEGY AND PRACTICE

  2. “Whatever is worth doing at all, is worth doing well.”

    - Philip Dormer Stanhope
  3. “We are building the road, not just some rukos.” -

    Ryu Kawano Suliawan
  4. “Veritrans is a Payment UX.” - Ryu Kawano Suliawan

  5. DARWIN FINCHES

  6. None
  7. Live in this paradise right here

  8. None
  9. So what’s the problem?

  10. They’re on a small island chain

  11. None
  12. a long way from anywhere else

  13. None
  14. that’s a lot of environmental pressure

  15. so these finches

  16. None
  17. are actually terrific competitors

  18. and their differences

  19. None
  20. were defined by this man

  21. None
  22. as successful adaptations

  23. the ones you don’t see today

  24. had unsuccessful adaptations

  25. and died out.

  26. a century after

  27. None
  28. a team of scientists identified the mechanism of adaptation and

    evolution
  29. None
  30. Twenty years later

  31. None
  32. called out the gene as the atomic unit of competition.

  33. From the perspective of the gene

  34. the gene is successful if the organism that carries it

    is successful.
  35. 20TH CENTURY BUSINESS

  36. In 1910 business was mostly direct

  37. None
  38. By the 1930s there was a lot of competition

  39. None
  40. But after World War II, there were new environmental pressures

  41. None
  42. None
  43. None
  44. None
  45. Many business died out.

  46. Business went from direct to indirect

  47. Those business who thrived in this transition

  48. None
  49. Shared a set of successful adaptations

  50. Broad consumer marketing and branding Distribution exclusives in territory and

    product allocation Special makes for select retailers Retailer incentives - slotting fees, joint marketing, tiered volume discounts Consumer incentives - coupons, in-store events, limited time discounts
  51. Unified by one idea

  52. It was not just about selling in

  53. It was not just about selling in It was about

    selling through.
  54. From the perspective of the business

  55. The business is successful If the retailer that it sell

    through is successful
  56. The real world went from direct to indirect

  57. It went beyond the corner store.

  58. The web world is going from direct to indirect.

  59. It is going beyond the browser

  60. That takes us to

  61. APIs

  62. “Web 1994 was the ‘get me a domain and a

    page’ era. Web 2000 was the ‘make my page(s) interactive and put people on it’ era. Web 2010-now is the ‘get rid of pages and glue APIs and people together’ era.” - Robert Scoble
  63. Why?

  64. Because in a web beyond the browser

  65. APIs are how people get to your business.

  66. You need to see things from the perspective of the

    gene
  67. The gene is successful if the organism that carries it

    is successful.
  68. You need to see your business from the perspective of

    the API.
  69. The API is successful if the application that carries it

    is successful.
  70. Many successful applications are using many different APIs.

  71. None
  72. and they will carry those APIs everywhere

  73. None
  74. taking your business with them.

  75. None
  76. None
  77. For the successful companies, 80% of traffic will be coming

    from beyond the browser.
  78. None
  79. Everyone else will have to play in the world that

    the winners make.
  80. One last thought on the evolution

  81. None
  82. None
  83. Current Environmental Pressures

  84. Mobile Cloud Social

  85. They can be independent or they can support each other.

    It is up to you to decide if there’s harmony.
  86. Mobile Cloud Social

  87. Your company may be very well adapted to the web,

    but is it adapted to mobile? Mobile devices have limited storage and processing and need to be tied in to real- world and social dimensions. They use APIs to get at location, maps, social graphs, and events.
  88. Social sites are data services with a critical mass of

    users, where each new user makes the service better. You can’t build a new Facebook or Twitter. But you need to access them, so you use their APIs.
  89. Cloud computing is not about Amazon.

  90. Cloud computing is not about Rackspace.

  91. Cloud computing is not about Microsoft.

  92. Cloud computing is not about Google.

  93. Cloud computing is not about how you reach your customers

  94. Mobile Cloud Social APIs

  95. We’ve gone from libraries to APIs. In a cloud computing

    world people access library-like functionality via an API. There services are the unit of programming. Make your API useful and it will be carried to customers you’ve never met.
  96. Successful API Adaptations

  97. Realizing that developers are your channel Being recombinant and easily

    mixed Driving new data into your system via open APIs Supporting your application ecosystem
  98. Why do you need to attract developers?

  99. Because applications are the fastest growing and fastest changing organisms

    in this environment and they’re built by developers
  100. Unsuccessful adaptations to this world are based on the following

    conventional wisdom
  101. Companies providing APIs to access their business are the supply

    Developers who build against those APIs are the demand
  102. This is exactly wrong.

  103. Companies providing APIs are the demand

  104. Companies providing APIs are the demand They demand developers’ attention

    and adoption
  105. Developers building with APIs are the supply

  106. Developers building with APIs are the supply They supply innovation

    and adaptation
  107. None
  108. Developers now sit between you and your customers They are

    like retail store in the value chain
  109. “This is all about the customers. We allow developers to

    integrate the Netflix service into apps with full control over the user experience. So we are able to outsource innovation … and that’s a great thing.” Michael Hart Director of Engineering, Netflix
  110. None
  111. In Closing

  112. None
  113. “Whatever is worth doing at all, is worth doing well.”

    - Philip Dormer Stanhope
  114. “We are building the road, not just some rukos.” -

    Ryu Kawano Suliawan
  115. “Veritrans is a Payment UX.” - Ryu Kawano Suliawan

  116. Thank you, Panggi Libersa Jasri Akadol Adapted from Apigee’s slides

    with some changes http://blog.apigee.com/detail/full_talk_and_slides_darwins_finches_20th_century_business_and_apis_evolve