The New API at SXSW 2013

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THE NEW API Adam DuVander @adamd #newapi Thursday, March 28, 13

description

API as a term is moving beyond technical insiders. That's because APIs themselves are more than just the nice-to-have feature they once were. It stands for Application Programmer Interface, but that tends to get an eyes-glazed look, even from some otherwise geeky people. In this talk I show, through examples from those who have already succeeded with APIs, how there could be a new definition: Apps, Partners and Income. Businesses that have embraced APIs have been able to expand in all three of these areas: Apps: APIs allow for distribution to every platform. Partners: APIs forge business relationships. Income: APIs make you money. The New API is about incorporating your business strategy into every aspect of your technical presence. And the best conduit for that is via APIs, which allow you to reach every app, expand your partnerships and grow your business' income.

Transcript of The New API at SXSW 2013

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THE NEW APIAdam DuVander @adamd #newapi

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BILLIONS AND BILLIONS

John Lemieux

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BILLIONS AND BILLIONS

John Lemieux

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BILLIONS AND BILLIONS

John Lemieux

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$Thursday, March 28, 13

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BILLIONS SERVEDAt least one billion API calls every day

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AJ Batac

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Chris Phan

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Chris Phan

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Know Your Meme Thursday, March 28, 13

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HOW OPEN?

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Know Your Meme

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API?Thursday, March 28, 13

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APIApplicationProgrammerInterface

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Flickr user demibrooke

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APPS, PARTNERS, INCOME

$Thursday, March 28, 13

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APPS

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Tap Tap Tap

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Dec 2010

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Dec 2010Jan 2011

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Dec 2010Jan 2011

Feb 2011Thursday, March 28, 13

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PARTNERS

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Phone and SMS via API

Payroll, bookkeeping, ::yawn::

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PAYROLL VERIFICATION

Flickr user sco

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PAYROLL VERIFICATION

Flickr user sco

Big API Partner without additional

work

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150,000 PARTNERS

1.5 MILLION PHONE CALLS / DAY

TechCrunch Oct 17, 2012

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$250,000

$1,000,000

$1,000,000

$2,000,000

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HOW OPEN?

Yourself Select Partners Anyone

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“If developers haven’t launched an app yet, the chance they’ll launch and move

the needle for Retailigence is slim.”Jeremy Geiger, Retailigence

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“Partner-first, not ecosystem-first.”

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Flickr user 704 Race

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NETFLIX’S 800+ DEVICES

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INCOME

$Thursday, March 28, 13

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$5.2 BILLION2012 Mobile Revenue

Forbes Estimate

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$306 MILLIONQ4 Mobile Revenue$1.2 Billion run rate

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$2 BILLIONAffiliate Network revenue

“90% of what we do is business through APIs”John Watton, Expedia Affiliate Network

Travolution, April 2012

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SO MANY BUSINESS MODELSJohn Musser, ProgrammableWeb

bit.ly/apibizmodels

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4 BASIC API BUSINESS MODELSJohn Musser, ProgrammableWeb

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INFRASTRUCTURE SELLSMessaging, Storage, Computing APIs

Email PushSMS

Storage Computing

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DISTRIBUTION

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Flickr user: f-r-a-n-k

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Flickr user PranavianThursday, March 28, 13

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ADS OPTIONALIt’s either free or ad-free

TV Listings News

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AFFILIATE PROGRAMPay Developers When They Make You Money

AffiliateDeveloper / Partner

StoreLink$

APITraditional

Affiliate Program

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AffiliateDeveloper / Partner

AFFILIATE PROGRAMPay Developers When They Make You Money

AffiliateDeveloper / Partner

StoreLink$

API

StorePurchase API

$

API

Traditional Affiliate Program

Full API Affiliate Program

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“We find that if our customers use any single integration, they are three times as likely to convert to paid.”

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APPS

$PARTNERS INCOME

APITHE NEWThursday, March 28, 13