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What are Your APIs Worth?Tej Ravindra, Apigee

Kumiko Yamazaki, Mapquest

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What are your APIs worth?Tej

©2015 Apigee. All Rights Reserved.

Agenda

APIs == $$$?

Mapquest Case Study

Product Demo

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Salesforce eBay

Pop Quiz : API-driven revenue

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Expedia

50%60%

90%

Source: HBR January 2015

Popular APIs & categories

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API Business Models

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Digital Services Digital Content Revenue Share

Charge per transaction

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Are there opportunities to grow your partner program(s)?

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Do you have a view of your API traffic & apps that use your APIs today?

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How are you thinking about the monetary value of your APIs?

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What are Your APIs Worth?Mining API Traffic for Fun and ProfitKumiko YamazakiTech Manager

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Agenda

1. Why Monetize Your APIs?

2. Overview of the MapQuest APIs3. Pre-Self Serve Platform4. Post-Self Serve Platform5. MapQuest: A Success Story

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Why Monetize Your APIs?

• APIs are already used internally

• Builds relationships and drives new business opportunities

• Increases revenue and brand awareness

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20,000 Active Developers

1,000 Paid Customers

Overview of the MapQuest APIs

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MapQuest APIs• Map SDKs for web and mobile

• Geocoding– retrieve lat/lng based on address– retrieve address based on lat/lng

• Directions– choose between shortest, fastest, pedestrian,

bicycle, multimodal– turn-by-turn route narrative

• Search and Data Manager– spatial queries to find nearest locations

• Static Maps

• Traffic Incidents and Overlays

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• Data Manager API to store locations

• Search API to search based on distance

• Map SDK to plot all locations

• Directions API to find delivery route and estimated time based on live traffic data

• Traffic API to overlay incidents

• Geocoding API to find location of emergency

• Directions API to route to emergency

Store Locator Delivery Services Emergency Response

Pre-Self Serve Platform

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Pre-Self Serve Platform

Dedicated Account ManagerPremium Technical Support24/7 Emergency Support

Custom Service-LevelAgreements

High Price Point

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Closing the Gap Between Free and Enterprise

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Technological Challenges• Automate EVERYTHING!

• Building a Self-Serve platform / Online Storefront

• Accepting and Managing Online Payments

• Managing a User’s Transaction Quota

• Notifying Customers when they reach x% of their Quota

• Capturing and Displaying Analytics

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Partnering with Apigee• Launch Self-Serve platform / Developer

Portal– migration of all existing MapQuest users,

apps, and app keys– new provisioning system

• Set up API Proxies for all MapQuest APIs– capture analytics

• Utilize Apigee’s Monetization platform– custom rate plans– quota management– email notifications

Post-Self Serve Platform

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• Access to all MapQuest APIs

• 15k monthly transactions

• Access to all MapQuest APIs

• $99/mo. - $799/mo.• 30k - 500k monthly

transactions• Purchase, switch, and

cancel plans through the Developer Portal

• Support available through the Developer Portal

Post-Self Serve Platform

• Access to all MapQuest APIs

• Custom Service-Level Agreement

• Dedicated account manager

• Premium technical support

• 24/7 emergency support

Free Plan Self-Serve Plans Enterprise

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MapQuest Grows with your Business

MapQuest: A Success Story

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• Only Free and Enterprise level plans available

• Free, Paid (Self-Serve), and Enterprise level plans available

• New Developer Portal• New Provisioning System• New Analytics and Custom Reports• Transaction Quota Management• Automated Email notifications

Before Launch After Launch

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FREE PAID

9,693 Free Users 121 Paid Users

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Launched on June 22, 2015

Development work didn’t start until February 26, 2015

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• Different subscription models

• Opt in/out of overage fees

• Analytics Dashboard• Data visualization• Overall performance

– success vs. errors– latency

• Monthly / Daily / Hourly Trends

Future of Monetization

• Extended Rights Geocoding

• Coupon codes and promos

• Technical Support

Customization Analytics & Insight

Add-Ons

Questions?

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