API Strategy Practice I

Presentation at Veritrans' weekly sharing session

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
7. Live in this paradise right here
9. So what’s the problem?
10. They’re on a small island chain
12. a long way from anywhere else
14. that’s a lot of environmental pressure
15. so these finches
17. are actually terrific competitors
18. and their differences
20. were defined by this man
22. as successful adaptations
23. the ones you don’t see today
24. had unsuccessful adaptations
25. and died out.
26. a century after
28. a team of scientists identified the mechanism of adaptation and evolution
30. Twenty years later
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
38. By the 1930s there was a lot of competition
40. But after World War II, there were new environmental pressures
45. Many business died out.
46. Business went from direct to indirect
47. Those business who thrived in this transition
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.
72. and they will carry those APIs everywhere
74. taking your business with them.
77. For the successful companies, 80% of traffic will be coming from beyond the browser.
79. Everyone else will have to play in the world that the winners make.
80. One last thought on the evolution
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
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
111. In Closing
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