API Strategy Presentation
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The document discusses strategies for building a successful API, including the four pillars of distribution (widgets, toolbars/extensions, platform apps, and APIs), case studies of Netflix and RateItAll, common API business models and formats, challenges of promoting and managing APIs, and resources for learning more.
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API Strategy Presentation
- 1. API Strategies Lawrence Coburn Founder, RateItAll
- 2. Agenda The Four Pillars of a Distributed Web Strategy The Case for APIs API Case Studies API Business Models API Formats API Promotion and Distribution Challenges and Risks Notable APIs Resources
- 3. The Four Pillars of a Distributed Web Strategy Widgets Examples: Photobucket, MyBlogLog Pros: users spread your content / functionality Toolbars / Extensions Examples: Google, StumbleUpon, Adaptive Blue Pros: User stays engaged Platform Apps on Facebook, MySpace, etc. Examples: iLike, RockYou, Flixster Pros: Viral distribution API Examples: Yahoo! Maps, Amazon AWS Pros: Batch / Mass distribution
- 4. API (Application Programming Interface) Definition: 1. (n) a set of functions, procedures, methods, classes or protocols that an operating system, library or service provides to support requests made by computer programs; 2. (n) (col) Widgets on steroids
- 5. The Case for APIs Batch Distribution / Drive Traffic Expand Footprint Innovation / Feature Development Explore New Business Models Branding Content Acquisition Advance Business Model Internal Content Distribution / Innovation
- 6. Case Study: Netflix Blockbuster will grab user data Risks Commercially valuable data, Affiliate program Pitch to Developers Attribution, daily rate limit, no commercial restrictions Requirements and Limits JSON, REST, SOAP Formats Subscription biz on Netflix.com. Business Model # of developers, # of referrals to Netflix.com, # of new sign ups Measures of Success Drive more subscriptions Goal Exposes movie, actor, director, and TV show art, descriptions, and meta data Description
- 7. Case Study: RateItAll Duplicate content, fuel competitors Risks Use our review content. Promote your site on RateItAll.com, monetize data Pitch to Developers Attribution, daily rate limit, no commercial restrictions Requirements and Limits REST, SOAP, XML, JavaScript (coming soon) Formats Advertising and affiliate on RateItAll.com Business Model Ratings and reviews posted, site referrals, RateItAll.com revenue Measures of Success Acquire content, Drive traffic Goal Exposes millions of consumer ratings and reviews, read / write Description
- 8. API Business Models Base level is free but costs money for additional services. Twitter? Teaser for Value Add Services Use API to spread brand, drive referrals. E.g. New York Times, NPR, Yahoo! Branding / Non Commercial Use API to pull content back to home base. E.g. Disqus, RateItAll, Twitter? Content Acquisition Use API to initiate transaction. e.g. Amazon, Netflix Lead Gen / User Acquisition Charge per API call, or per record, e.g. Alexa Pay Per Drink Rate limits. Exceeding limit triggers BizDev intro. e.g CNET BizDev Funnel Description Name
- 9. API Formats Offer a variety of formats
- 10. Promoting Your API Tech Blogosphere Directories: ProgrammableWeb Conferences: Business of APIs, MashUp Camp PPC Organic Search API Documentation Site Footer Attribution on Content Posted via API Partner Apps Detailed Attribution Policy
- 11. API Challenges and Risks Limited number of developers Not a “self serve” operation Scaling Duplicate Content Fuel Competitors Monitoring / Policing Legal (redistribution rights)
- 12. Notable APIs
- 13. API Resources Mashery Promotion: Platform D, Swordfish Programmable Web (www.programmableweb.com) Sexy Widget (www.sexywidget.com)
- 14. Lawrence Coburn CEO, RateItAll www.sexywidget.com twitter.com/lawrencecoburn http://api.rateitall.com