Why API? - Business of APIs Conference
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Transcript of Why API? - Business of APIs Conference
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This presentation has notes, in the Notes field below, detailing what I
spoke when giving this presentation.
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http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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HOW
WHAT
WHY
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HOW
WHAT
WHY
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Less Clear
Clear
Fuzzy
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Manages Work / Life
iPhone
Makes Life
Easier
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Manages Work / Life
iPhone
Makes Life
Easier
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Manages Work / Life
iPhone
Makes Life
Easier
Android
iPad
Pen&
Paper
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The WHAT is a tactical manifestation that answers the WHY
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Why build an API?
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Why are you building APIs?
Developer Community
New Revenue Stream
Business Partnerships
Development Efficiency
Device Proliferation
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HOW
WHAT
WHY
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How will it be used?
What should be built?
Why API?
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How will it be used?
What should be built?
Why API?
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Netflix API Strategy : 2009
• Build a developer community
• Enable them to reach new potential subscribers
• Offer bounty for each new trial as incentive
• Potentially improve subscriber experience, increasing retention
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Netflix API Strategy : 2009
• Build a developer community
• Enable them to reach new potential subscribers
• Offer bounty for each new trial as incentive
• Potentially improve subscriber experience, increasing retention
API as a Product
for developer community
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2009
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Image courtesy of Jay Mac 3 on Flickr
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Netflix API Requests by Audience2009
External Developers
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2007
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Netflix API Strategy : 2010
• Support the existing developer community
• Support partner integrations
• Enable device proliferation strategy
• Support internal UI teams
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Netflix API Strategy : 2010
• Support the existing developer community
• Enable device proliferation strategy
• Support internal UI teams
• Support partner integrations
API as a Product
with three audiences
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Growth of Netflix API Requests
Jan-10 Jan-11 Jan-12 -
5
10
15
20
25
30
35
40
45
0.6
20.7
41.7
Requ
est i
n Bi
llion
s
70x growth in two years
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Netflix API Requests by Audience
External Developers
2B daily
< 1M daily
It takes nearly three years of public API requests to equal
one day’s worth of private API requests
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Netflix API Approach : Today
• Maximize efficiency in internal development
• Optimize system for rapid innovation and improved product experience
• Ensure system reliability and resiliency
• Scale system with the business
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Netflix API Approach : Today
• Maximize efficiency in internal development
• Optimize system for rapid rapid innovation rate and product experience
• Ensure system reliability and resiliency
• Scale system with the business
API as a Tactic
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Nearly 38 Million Subscribers
More than 40 Countries
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Netflix Accounts for 33% of Peak Internet Traffic in North America
Netflix subscribers are watching more than 1 billion hours a month
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Screen Real Estate
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Controller
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Technical Capabilities
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RESTAPI
Request
RequestRequest
Request
Request
Request
RequestRequest
Request
Request
RequestRequest
Request
Request
Request
Request
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How will it be used?
What should be built?
Why API?
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So, why are you building an API?