Introduction to API - Speaker Deck

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Introduction to APIs William El Kaim Oct. 2016 - V 2.2

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Plan API Definition • From API to Open API • The Programmable Economy • The Four Types of Business APIs • API Business Models • How to Use an API? • Conclusion • Resources Copyright © William El Kaim 2016 3

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API Definition: Wikipedia “ A particular set of rules and specifications that a software program can follow to access and make use of the services and resources provided by another particular software program that implements that API. It serves as an interface between different software programs and facilitates their interaction, similar to the way the user interface facilitates interaction between humans and computers.” An API is implemented by applications, libraries, and operating systems to determine their vocabularies and calling conventions, and is used to access their services. Copyright © William El Kaim 2016 5

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API Values APIs unlock distribution channels by allowing data, content and services to be accessible and usable on any device, anywhere. By opening up business assets to other parties, APIs ease considerably partnership process. Potential partners are able to make use of the API to design new products and services. In the dot-com era, websites were crucial for companies to reach new customers and grow their businesses Copyright © William El Kaim 2016 6

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API Usage • An API can be seen as • A technical “plumbing” between dispersed systems • A Way to feed/extend applications/web sites with added value services and data • An API is targeted towards DEVELOPPERS or System Integrator Copyright © William El Kaim 2016 10

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Plan • API Definition From API to Open API • The Programmable Economy • The Four Types of Business APIs • API Business Models • How to Use an API? • Conclusion • Resources Copyright © William El Kaim 2016 11

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Open API: Why now? • Information is the #1 asset of business today • A new generation of business models emerged • The new golden rule is that those who have (and share) the best information make the rules. • Market leadership is now determined by who knows how to proactively handle their enterprise data and make a compelling offering out of it. • Data is most valuable when it's open, preferably community-driven. • One of the most striking lessons of the Web 2.0 era was that the more you open up your data, the more valuable it gets. • Organizations with the highest data and network competencies will have the advantage. • The ability to get at data, secure it, open it up, govern it, engage partners, and then use it to drive revenue is key Copyright © William El Kaim 2016 12

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What is an Open API? • An open API does not mean free! • An open API means: • Openly documented • Available via self-service (i.e. developers can sign up on a website, get an API key, with no hassle) • And using open Internet technologies (SOAP, REST, RSS). • When opening up data through an Open API (whether it is private, partner or public), the Open API provider does the partnership work once, partners then need only onboard themselves and use their own resources as often as they like for marginal additional cost to the provider. • An open API provider creates the infrastructure and then each partner does the technical, business and legal work on their end. “Open” Means “As Open as You’d Like” Copyright © William El Kaim 2016 14

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Open APIs Are Everywhere Interest is broad and deep. APIs are currently reshaping the web, and disrupting some industries: telecoms, payments, etc! Media & Content Social & e-Commerce Others SaaS Integration Searching for Open APIs • Apis.io • Api for That • Mashape marketplace • Programmable Web Copyright © William El Kaim 2016 15

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Open API: Legal Considerations • Like in any business, platform providers should ensure due diligence on the legal side of the API. • Issues like misuse of the API and data stored in the platform by third party providers and the associated legal ramifications. • Issues like the contract between the service providers and developers and potential legal wars associated with it. • These are some of the legal problems that could spring up while opening up the API for a platform. Copyright © William El Kaim 2016 18

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Open API: No Copyright! • US • “So long as the specific code used to implement a method is different, anyone is free under the Copyright Act to write his or her own code to carry out exactly the same function or specification of any methods used in the Java API. It does not matter that the declaration or method header lines are identical.” • EU • [... the Court holds that neither the functionality of a computer program nor the programming language and the format of data files used in a computer program in order to exploit certain of its functions constitute a form of expression. Accordingly, they do not enjoy copyright protection.] Copyright © William El Kaim 2016 19

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Plan • API Definition • From API to Open API The Programmable Economy • The Four Types of Business APIs • API Business Models • How to Use an API? • Conclusion • Resources Copyright © William El Kaim 2016 20

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APIs to Help You Grow Your Business APIs unlock new distribution channels & enable the expansion of your business beyond the limits of your web site. Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe 51% 11% 38% API Deployment Focus Multi- Channel Copyright © William El Kaim 2016 24

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APIs Deliver Raw Data, Content and Services Create New Distribution Channels Partner Up Power Mobile Apps Build an Ecosystem Protect IPR Decrease your cost of serving your customer Serve any type of device, software, anywhere “Externalize” your R&D. Foster Innovation Lower Barriers to Integration Create New Business Models Rationalize & Control access to your resources Reach More Customers Copyright © William El Kaim 2016 25

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Plan • API Definition • From API to Open API • The Programmable Economy The Four Types of Business APIs • API Business Models • How to Use an API? • Conclusion • Resources Copyright © William El Kaim 2016 27

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is the product projects the product The only customer experience may be via the API or via a 3rd party using the API. Billing relationship may be to the end user or the partner / distributor. Whitelabel Channel “Sell Through” Channel Examples The Four Types of Business Apis Direct Revenues Copyright © William El Kaim 2016 30

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promotes the product feeds the product The API plays a supporting role – the product is the main event. The billing relationship is unlikely to be tied to the API. API ROI needs to be measured by product metrics. “Free” Modality “Affiliate” Modality Examples The Four Types of Business Apis Indirect Revenues The API as a indirect revenue driver Is the product Projects the product Promotes the product Powers and feeds the product 1 2 3 4 Copyright © William El Kaim 2016 31

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Others Brings easy access to complex Telecom technologies Ex. Ecosystem Strategy Direct customer usage Encourage resellers Build tech knowledge Encourage 3rd party tools Enable new services $ If Core service sees usage growth. API API is Core Value The API Is the Product Core Value Is Tied Up In The API Copyright © William El Kaim 2016 32

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1,700+ Apps on Force.com 50k+ Developers Ex. Ecosystem Strategy Cultivate partner ecosystem Innovation opportunities Build switching costs Enables new services Encourage 3rd party tools $ If Increasing customer spend (primary) and number of customers (secondary) for core product The API Projects the product Extends Availability of Functionalities To New Places Others Mobile apps 3rd Parties integration Added utility Added to a product API Copyright © William El Kaim 2016 34

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Ecosyste m Strategy Distribute “Teaser” information Brand Diffusion Promote to niches Improve partners Impact Cultivate partners 10’s 1000’s of affiliates Widgets to Whole sites powered e.g Others $ If Increasing customer number (primary) and spend (secondary) on core product API Secondary (non core) service Designed to drive leads/traffic Widget The API Promotes the product Secondary Function And Indirect Revenue Impact Copyright © William El Kaim 2016 37

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13 Billion calls/day on API >75% of traffic by API 250,000 Apps (probably less now…) Ex. Others Ecosystem Strategy Leverage social networks Brand Diffusion Facilitate Access Improve partners & businesses Impact Virtuous circle data in/out $ If when UGC (user generated content) brings appreciable value to the central product API Content, User information, Ratings, comments Etc. into the service The API Powers & Feeds the product Content acquisition via the API Copyright © William El Kaim 2016 40

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Plan • API Definition • From API to Open API • The Programmable Economy • The Four Types of Business APIs API Business Models • How to Use an API? • Conclusion • Resources Copyright © William El Kaim 2016 41

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Value Chain has changed … Consumer Retail Store Producer From Packaged Goods To Internet Services Consumer Developer Provider App Source - Sam Ramji - VP Strategy, Apigee Copyright © William El Kaim 2016 42

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Business model has changed … Requiring More Business Agility • The new Internet is full of extraordinary companies that looked at the market from a different angle and created entirely new approaches to the changing Web. • Zynga, Amazon, Netflix, Facebook and 1-800-Flowers.com have all seen and seized the massive opportunity of a new Internet driven by social networks, applications and mobile devices. • Paradoxically, succeeding in the new Web doesn't mean changing everything. • Find ways to reinvent existing capabilities and systems for the new market of influence and commerce, tapping into existing assets to create new business models and profit streams. • How? By leveraging open APIs to bring products and services to the multichannel Web. Copyright © William El Kaim 2016 44

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Implementing The Vision ... API enables Disintermediation …  Shift from Direct (buy from manufacturers) From Selling in …  To Indirect (buy from retailers/middlemen) To Selling Through …  APIs are how people get to your business. Source - Sam Ramji - VP Strategy, Apigee Copyright © William El Kaim 2016 45

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What API(s) for my Business Model? • Key questions to define the value • What are my core assets? • Who will use my API(s) and for what purpose? • How will I make available my API(s)? • Dos & Don’ts • Don’t put lipstick on a pig, it will still be a pig… • Don’t just build it and think they will come… • It is the organization’s core business which is valuable and the API is the channel into this. Copyright © William El Kaim 2016 65

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Plan • API Definition • From API to Open API • The Programmable Economy • The Four Types of Business APIs! • API Business Models How to Use an API? • Conclusion • Resources Copyright © William El Kaim 2016 70

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Lear To code and Go to Hackathons • Learn how to code with codeAcademy API Track • You can do it yourself at home: • Choose an API randomly (via API Randomizer, code here) • And start coding. • Some Dedicated sites: • Hackerleague.org: Power Hackathons for companies trusting Hacker League to handle hackathon planning and organization. • Hackathon.io: Join Hackathon.Io To Discover Hackathons Or Create Your Own • Hackathonhero.com: Directory listing of Hackatons • Try a Google News Search of past hackathon winners. Copyright © William El Kaim 2016 75

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Plan • API Definition • From API to Open API • The Programmable Economy • The Four Types of Business APIs! • API Business Models • How to Use an API? Conclusion • Resources Copyright © William El Kaim 2016 76

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Open API Is Key For Your Business! • The Web has reinvented itself • Succeeding means thinking differently about how to innovate quickly, cheaply and with existing resources. • The winners will be those who can reach the mobile and application-driven Web with open APIs Source - Sam Ramji - VP Strategy, Apigee Copyright © William El Kaim 2016 77

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An API modifies the demand/supply pattern • From • Companies providing APIs to access their business are the supply • Developers who build against those APIs are the demand • Not this way anymore • To • Companies providing APIs are the demand • They demand developers’ attention and adoption • Developers building with APIs are the supply • They supply innovation and adaptation • Developers now sit between you and your customers • They are like the retail store in the value chain Source - Sam Ramji - VP Strategy, Apigee Copyright © William El Kaim 2016 78

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Dos & Don’ts: Tips To Avoid Pitfalls • Define revenue value chain • Deploy "sense and respond" and innovation toolkits rather than applications with fixed functionality • Propose several business models • Adapted for multiple distribution channels • Think DATA (Stop thinking Application/IT product) • Adopt a flow based vision where real time data is valorised • Implement Open API • Invest on Business Analysis for finding the most valuable travel services to offer /build. • Enhance User Experience • Let users select their best in class solutions for each delivery channel Copyright © William El Kaim 2016 80

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Plan • API Definition • From API to Open API • The Programmable Economy • The Four Types of Business APIs! • API Business Models • How to Use an API? • Conclusion Resources Copyright © William El Kaim 2016 81

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This Presentation Was Built From Great Presentations and Resources • 3scale • “What is an API?” (Download PDF). • “The API Economy: API Provider Perspective”, Steven Willmott, EIC 2012/ Munich, Germany (Slideshare) • “APIs for Biz Dev 2.0: Which Business Model?”, Guillaume Balas (Slideshare) • “Winning in the API Economy. Using Software and APIs to Transform your Business, …” (Download) • “How APIs are changing Application Development”, Steven Willmott (Slideshare) • “The API- & APP-ification of the Web”, Steven Willmott (Slideshare) • API Evangelist • Roundup of 20 API Service Providers in 2012 • If you build it they will come (2011) Copyright © William El Kaim 2016 82

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This Presentation Was Built From Great Presentations and Resources • API Commons • “Bringing api design-out-of-the-shadows-and-into-the-commons” , Kim Lane (Html) • “Towards an API Commons”, Kin Lane and Steven Willmott, (Slideshare) • Apigee • Sam Ramji presentations channel – SlideShare • White Paper:” Web API Design - Crafting Interfaces that Developers Love”, Brian Mulloy (Download) • FaberNovel • “Six reasons why API are reshaping your business”, November 2012 (SlideShare) • “Why Should I Care About APIs”, December 2013 (SlideShare) Copyright © William El Kaim 2016 83

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This Presentation Was Built From Great Presentations and Resources • Layer7 • “Webinar: Business ROI for APIs”, March 14th, 2013 (Slideshare) • “Be My API: How to implement an API strategy …”, Mike Amundsen (Slideshare, YouTube) • ProgrammableWeb • “Open APIs: What’s HOT, What’s NOT”, John Musser (Slideshare) • “API Business Model, 20 models in 20 minutes”, John Musser, API Strategy Conference, 2013 (Slideshare) • “What Makes a Great Open API?”, John Musser (Slideshare) • Adam Duvander Keynote at TNW2012 (Youtube) • RESTLET • “Web APIs, the new language frontier”, Jérôme LOUVEL, December 2013 (Slideshare) Copyright © William El Kaim 2016 84

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Twitter http://www.twitter.com/welkaim SlideShare http://www.slideshare.net/welkaim EA Digital Codex http://www.eacodex.com/ Linkedin http://fr.linkedin.com/in/williamelkaim Claudine O'Sullivan Copyright © William El Kaim 2016 85