Amundsen’s Dogs, Information Halos, and APIs
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Transcript of Amundsen’s Dogs, Information Halos, and APIs
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Amundsen’s Dogs, Information Halos, and APIsThe epic story of your API strategy
Sam Ramji @sramjiApigee
groups.google.com/group/api-craft
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AMUNDSEN’SDOGS
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One hundred years ago, in October of 1911
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Roald Amundsen
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and Robert Falcon Scott
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were in a race to reach the South Pole.
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The Challenge
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The Stakes
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The North Pole was claimed to have been discovered by Cook and Peary.
The South Pole was the sole remaining international prize of discovery.
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The Strategy
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Amundsen was humble and scholarly.
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He studied native cultures to understand what worked.
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Robert Falcon Scott,Commander of the Royal Victorian Order,was an arrogant British naval officer.
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He insisted on doing things the old way.
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It came down to a decision about the expedition’s core propulsion.
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How do you overcome the challenges of a journey through Antarctic wastes?
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Robert Falcon Scott took the traditional route.
Ponies.
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Roald Amundsen followed native wisdom.
He chose dogs.
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Amundsen led his team of 5 men and 52 dogs to the South Pole and back
a grueling journey of 3,300 kilometers in -30 C° weather in only 99 days.
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Scott’s team arrived at the South Pole thirty-five days after Amundsen, only to find the Norwegian flag planted in the ground …
… and the tracks of their dogsleds.
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Tragically, Robert Falcon Scott’s entire team died on the way back to their ship.
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Roald AmundsenPolar Explorer
“ Victory awaits him who has everything in order; luck, people call it.
Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck.
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INFORMATION HALOS
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We are living through an age of disruption and value destruction.
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Between your core business and your customers
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Core Business CustomersValue
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your old and new competitors are creating friction
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Core Business Customers
Fric
tion
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So you must overcome the friction to win
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Core Business Customers
Fric
tion
Apps
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Today’s South Pole is the App Internet.
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That is the epic journey.
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But apps and platforms are proliferating so rapidly
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Data from Wikipedia
0
100,000
200,000
300,000
400,000
500,000
600,000
0
2000000000
4000000000
6000000000
8000000000
10000000000
12000000000
App Store Growth 2008-2011
Apps AvailableTotal App Down-loads
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Mary MeekerKleiner Perkins
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There’s no way the traditional route of relying on IT will get you to this new destination.
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So what’s the native wisdom?
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Companies who are succeeding
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learned that you need to join your IT team with the world of developers
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ITDevelopers
Apps
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to overcome the friction through fantastic apps
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and deliver your value to the customer
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ITDevelopers
AppsCore
Bu
sines
s
Cust
omer
s
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and you are about to discover theinformation halo.
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You remember microeconomics from your college economics course
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Core Business
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Reduce the cost of your complements to drive adoption of your core.
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Information is a complement to your core business.
Reduce the cost of your complements to drive adoption of your core.
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Core Business
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your imperative is to enable value added businesses surrounding your own
built on your data
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[Ecosystem Competition]
Kishore S. Swaminathan, Chief Scientist, Accenture
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It’s about going from information silos
to information halos
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James GovernorRedmonk
“ 20th Century IT was about raising barriers to entry for competitors.
21st Century IT is about lowering barriers to participation.
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Relying only on your own IT
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Is like trying to get to the South Pole using ponies
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This is dog country.
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API STRATEGYFRAMEWORK
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Just like Amundsenyou are doing your research
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So that we can tell the epic story of your API strategy
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Impact a Market Segment
Target the Developer Channel
Set your Goals, Metrics, and KPIs
Manage the Program
Hire your Heroes
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IMPACT A MARKET SEGMENT
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The first step on the journey is to answer the question
market segment
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What do you want to achieve?
market segment
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You need to start by stating your goal in the following form
market segment
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“We will achieve a measurable result in a specific market segment.”
market segment
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There is a cost to consume your product. Reduce this cost through information.
market segment
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ProductPricePromotionPlace
What is the surface area of your product?
How do you increase it?
market segment
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market segment
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Apps are the intermediaries of today’s market
market segment
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remember
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Dogs
not ponies
market segment
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TARGET THE DEVELOPER CHANNEL
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ITDevelopers
AppsCore
Bu
sines
s
Cust
omer
s
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Why do you care about developers?
developer channel
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Because they are your new channel
and your core propulsion
developer channel
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Would you have sold to Nordstrom the same way you sold to Wal-Mart?
developer channel
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Of course not.
They’re different.
developer channel
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So are developers.
developer channel
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You don’t have unlimited resources.
developer channel
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developer channel
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First, how do we define a developer?
developer channel
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de·vel·op·er noun (də-ve-lə-pər): one that develops: as a: a chemical used to develop exposed photographic materials b: a person who develops real estate c: a person or company that develops computer software Examples of DEVELOPER<the developer of software that is used the world over>First Known Use of DEVELOPER1796Related to DEVELOPERSynonyms: contriver, designer, inventor, deviser, formulator, innovator, introducer, originator
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Definitions I’ve heard:
Enterprise software companyPartnerGames companyDevice manufacturerIndependent contractorNews/media companyAdvertising agencyHobbyistIndividual coderStartup software companyAlpha geek
developer channel
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Let’s start by calling an individual human a coder.
developer channel
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A coder is located in a larger organizational context.
Each exhibits similar behavior and technology adoption patterns.
developer channel
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The term "long-tail" is incorrectly applied as a single massive segment of developers.
What businesses should be thinking about is whether they're working with known companies orunknown coders
developer channel
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In many cases building for the unknown coder will help you with your business efforts with known companies
since unknown coders often work there
developer channel
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developer channel
PHPJavascript
JSPJ2EE
ASP.NETVB
.NETPython
FlashRuby
Objective-CTwitter
0 500000 1000000 1500000 2000000 2500000 3000000 3500000
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developer channel
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Mike Hendrickson, O’Reilly Media (@mikehatora)
developer channel
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Mike Hendrickson, O’Reilly Media (@mikehatora)
developer channel
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Horizontal
Vertical
ModalTribal
developer channel
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LARGE ECOSYSTEM PLAYERS
SAAS
LARGE ENTERPRISES
ISV
SYSTEM INTEGRATORS
SMB | SMALL ENTERPRISE
SOFTWARE STARTUPS
HOBBYIST |OPPORTUNIST
Horizontally
developer channel
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SOCI
AL M
EDIA
FIN
ANCI
AL S
ERVI
CES
MO
BILE
RETA
IL
DIG
ITAL
MED
IA
PUBL
ISHI
NG
HOSP
ITAL
ITY
LOGI
STIC
S
AIRL
INES
TELE
COM
MU
NIC
ATIO
NS
Vertically
developer channel
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Tribally
Ruby Sencha
jQuery
JavaScript
Node.jsBackbone.js
Rails Heroku
CoffeeScript
Java
C#
SproutCore
Scala
AWS
dojo
PHPiOS
HTML5
AndroidObjective-C
Monotouch
developer channel
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Modally
TechnologyOpen Closed Access
Public
Private
developer channel
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Incentives that match the vertical and horizontal coordinates you’re targeting
developer channel
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LARGE ECOSYSTEM PLAYERS
SAAS
MEDIUM & LARGE ENTERPRISE
ISV
SYSTEM INTEGRATORS
SMB | SMALL ENTERPRISE
SOFTWARE STARTUPS
HOBBYIST |OPPORTUNIST
Horizontally
PAY THEM
EFFICIENCY
SHOW THEM OPPORTUNITY
BUSINESS DEVELOPMENT
SHOW CUSTOMER DEMAND
MICROSOFT ECOSYSTEM
FREE AND COOL
FREE
developer channel
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SOCI
AL M
EDIA
FIN
ANCI
AL S
ERVI
CES
MO
BILE
RETA
IL
DIG
ITAL
MED
IA
PUBL
ISHI
NG
HOSP
ITAL
ITY
LOGI
STIC
S
AIRL
INES
TELE
COM
MU
NIC
ATIO
NS
Vertically
Be at meetups and conferences that coders in the vertical already go to. Have a relevant offer.
developer channel
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Tribally
Ruby
Sencha
jQuery
JavaScript
Node.js
backbone.jsRailsHeroku
CoffeeScript
Java
C#SproutCore
Scala
AWS
dojo
PHPiOS
HTML5
Android
Offline Online
Form
alIn
form
al
INDUSTRY EVENTS FORUMSEXISTING COMMUNITIES
TWITTERSTACKOVERFLOW
HACKERNEWS
MEETUPS, HACKATHONSBEER AND COFFEE
INSIDE YOUR COMPANY?
developer channel
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Modally
Open Closed
Public
Private
PUBLISH YOUR APIADVERTISE ON CODER SITES
ESTABLISH A CONTEST
ADVERTISE YOURBUSINESS MODEL
EVANGELIZE WITHIN YOUR PARTNERS’ DEVELOPMENT TEAMS
developer channel
Technology Access
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ITDevelopers
AppsCore
Bu
sines
s
Cust
omer
s
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SET YOURGOALS, METRICS & KPIs
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You manage what you measure
goals, metrics & kpis
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What is measured increases
goals, metrics & kpis
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so it had better be aligned with the business
goals, metrics & kpis
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Developer SatisfactionBreadth Developers (Coders)Depth Developers (Partners)AppsActive AppsUtilizationUsersMarket Share (for your industry/service)Market Share (devices)RevenueProtected RevenueMargin
goals, metrics & kpis
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goals, metrics & kpis
Metric Quarterly Target Quarterly Actual Annual Target
Developer NSAT
Breadth Developers
Depth Developers
Apps
Active Apps
Utilization
Users
Market Share
Revenue
Protected Revenue
Margin
Establish the source and rhythm of measurement for each metric
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MANAGE THE API PROGRAM
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Roald AmundsenPolar Explorer
“ Victory awaits him who has everything in order; luck, people call it.
Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck.
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Planning Management Organization
Target Segment DEFINE MEASURE MARKETING
Engage Channel INCENT RECRUIT CHANNEL
Build Platform SPECIFY BUILD IT
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Planning Management Organization
Target Segment(s)
Define market segment in detail including size and
user persona; specify API profile needed to satisfy top use cases for each
target segment
Establish KPI targets, traceability and dashboard
Marketing-led
Segment-oriented workstreams
Engage Channel
Specify business model and marketing driver for
the channel that will reach each target segment
Establish developer adoption targets,
developer marketing and channel actions
(community site, events, and communication)
Channel-led
Community, developer, and business development
workstreams
Build Platform
Specify roadmap of API deliverables, mechanics, integration, and business
process to meet target segment needs
Implement API roadmap, adjust and report on iteration cycle, and
establish alpha developer team
IT-led
API, infrastructure, and developer support
workstreams
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The humans in these organizations need to communicate with each other.
Create an internal information halo.
program management
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HIRE YOURHEROES
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The traditional approach to technology projects
hire your heroes
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would call for
project managers, product managers,architects,
and would be internally focused on IT
hire your heroes
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But just like the ponies didn’t make it
hire your heroes
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You’ll need a different breed to win in APIs
hire your heroes
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THESE ARE REAL JOBS
Channel LeaderDeveloper EvangelistDeveloper AdvocateCommunity ManagerData ScientistDeveloper Experience Specialist
hire your heroes
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The information halo works internally as well.
It can attract the right people from within your company to join your API team.
hire your heroes
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Accountabilities Organization
Target SegmentsMeet KPI targets, Segment messaging and positioning, use-case requirements driven to Engineering
FTE: MarketingMarketing LeaderSegment Leads
Engage Developers
Meet developer adoption targets, community engagement, developer support
FTE: ChannelDeveloper EvangelistCommunity Managers
Establish Platform
Implement roadmap based on marketing requirements, drive platform requirements, meet delivery timeline and scalability
FTE: EngineeringEngineering LeadSoftware EngineersQA Engineers
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While you’re going to need outstanding people to make this happen
hire your heroes
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Keep in mind they don’t all start out looking like this
hire your heroes
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They may not look like they are up to the job
hire your heroes
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But if you enable them to succeed they will get stronger and faster
And you won’t be able to hold them back.
hire your heroes
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FINAL THOUGHT
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Information halos are better than information silos
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Let’s create an information halo around APIs
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groups.google.com/group/api-craft
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THANK YOUQuestions and ideas to:
@sramji
groups.google.com/group/api-craft