Understanding the API Economy - How Your Business Can Benefit from APIs
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Transcript of Understanding the API Economy - How Your Business Can Benefit from APIs
Understanding the API Economy: How Your Business Can Benefit From APIs
Presenters:
Randy HeffnerForrester Research
Adam DuVanderSendGrid
Date: 12/11/13
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o We will answer as many questions as possible. Those that we don’t get to, we’ll cover in a follow up blog post.
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Company Overview
• Founded July 2009
• TechStars graduate(Boulder, CO)
• 180 employees across 4 offices– Boulder & Denver CO– Anaheim, CA – Romania
$27M venture capital raisedSeries B closed Jan 2012
Angel investors include:-Scott Petry (Founder, Postini)-Matt Mullenweg (Founder, Wordpress)
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Delivering Email at Scale
• Serving 100,000+ customers
• Sending over 10 billion emailsper month
• Transactional and marketing email solutions
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Today’s Speakers
Randy HeffnerVice President and Principal Analyst, Forrester Research@BizTech21
Adam DuVanderDirector of Developer Communications, SendGrid@adamd
Understanding the API economy:How your business can benefit from APIs
Randy Heffner, Vice President & Principal AnalystDecember 11, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Amazon’s kick start for the API economy
The Big Switch:
• Amazon doesn’t choose its partners, its partners choose Amazon
AP
Is
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
The social world gave APIs a name
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
Forget Facebook, here’s who has an API now
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
For providers, APIs reorient business design
Business
Customers
Channels Where design for external
integration begins
Efficiency
Partners
Business
Ecosystems
Relationships
Leverage
Connections
Traditional business Open business
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
For consumers, APIs open new opportunities
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
Four major categories of APIs
Open web APIs
Tech-savvy consumers
B2B APIs
Internal APIs
Product APIs
Value-add innovators
Digital disruptors SuppliersDistribution
partners
Digital experiences
(mobile, web, etc.)
Enterprise applications / core infrastructure(custom, off-the-shelf, cloud, on-premise)
Products(software,
physical products,services)
Enterprise customers
Web site developers
API provider Provider’s products
Tech-savvy consumers
Product ecosystem
Wide-open to innovation Optimized business Build product ecosystems
Enterprise customers
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© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Purpose and function drive API types
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Alternate API types fit special contexts
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
APIs & SOA: The same, only different
› The same:• Both can use REST and SOAP • Both serve internal and external scenarios• Both need — and can share — strong service
platforms
› Different:• Open Web APIs create new requirements for external
integration• External APIs can be products in their own right• APIs expand the scope of functionality beyond SOA
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
Source: May 2008, “Defining Your SOA Platform Strategy” Forrester report
Yesterday: An enterprise SOA platform
Business service interfaces
Service mediation
Service life-cycle mgt
Incoming business service requests
Service integration
Service implementation
Service management
Service creation and change
To enterprise IT &ID management
To developmentlife-cycle management
To enterprisedata & content platforms
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
Today: An enterprise service platform
Service interfaces
Service mediation
Service life-cycle mgt
Incoming API and SOA service requests
Service integration
Service implementation
Service management
Service creation and change
To enterprise IT &ID management
To developmentlife-cycle management
To enterprisedata & content platforms
API management
DevelopersProduct
managers
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Selecting an API provider
Forrester’s recommendations
Drive API innovation – as consumer and provider• Don’t reinvent the wheel• Connect across your ecosystem• Crack your business wide open• Ride someone else’s success
Architect carefully for top-notch API operations
Enter the age of digital business
• Understand and design around latency and transactions• Monitor, manage, and be ready to scale
• Focus on business design and agility• Provision business capabilities with flexibility and speed
Thank youRandy [email protected]@BizTech21
Build Your Business on APIs
Adam DuVanderDeveloper Communications Director
@adamd
Your Typical Developer
Claire Thompson
Pareto Principle
“80% of the effects come from 20% of the causes”
Pareto-as-a-Service
APIs and Cloud Services
Pareto-as-a-Service
APIs and Cloud Services
What makes your app special
Infrastructure
Email as Infrastructure
• Web API• SMTP API• Marketing Email API• Event Webhook• Inbound Parse Webhook
Email in Any Language
Hacking SMTP
“category”: [ “trial_users”, “daily_digest”]
“unique_args”: { “user_id”: “12345”, “order_num”: “67890”}
“sub”: {“%name%”:
[“Rick”, “Roll”]}
Email Marketing
Robust API for all features
Event Notifications Webhook
Event Storage
Inbound Parse Webhook
Including attachments
Inbound Use Cases
You Already Have an API
Is It Valuable to Others?
Other APIs and Cloud Services
Your app(s)
Your API(s)?
Learn MoreSendGrid’s Event Webhook Guide
Webcast: The Developer’s Toolbox: Free APIs Every Developer Needs To Know About
SendGrid.com/blog
Questions?