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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
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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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