Platform is the New Product

Delyn Simons@delynator, @mashery

#edc2012drcMarch 2012

Web 1.0

screen-scraping

personal websites

directories

stickiness

publishing

O’Reilly.com, Sept 2005

Web 1.0 Web 2.0

screen-scraping APIs

personal websites

blogging

directories tagging

stickiness syndication

publishing participation

O’Reilly.com, Sept 2005

Web 1.0 Web 2.0

screen-scraping APIs

personal websites

blogging

directories tagging

stickiness syndication

publishing participation

O’Reilly.com, Sept 2005

8

Accelerating Growth of APIs

Based on directory of 3,900 web APIs listed at ProgrammableWeb, October 2011

APIs since 2006

“Think like a Platform.”

Developers change the game

Photo Credit: flickr.com/tom_

w_bn

Developers are 21st century

craftsmen

Developers build stuff

Photo Credit: flickr.com/mashery

Developers solve problems

Photo Credit:flickr.com/delynator

Developers tinker and prototype Photo Credit:

flickr.com/techcrunch

Your API Ecosystem

Developer Marketing? Try Solving Pain.

API Survey conducted by YourTrove, Inc. August 2011

“Think like a Platform.”

Product Think Platform Think

Device-centric Services-centric

OS Cloud

Hardware Content

Download Stream

Wired Magazine, Dec 2011

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

Photo Credit:flickr.com/delyn

REST vs. SOAP: Simplicity wins

again

23

Distribution of API protocols and stylesBased on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011

24

Distribution of API protocols and stylesBased on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011

REST vs. SOAP: Simplicity wins

JSON Rising: 55% of new APIs support JSON

25

Percentage of new APIs with JSON supportBased on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011

20% of new APIs support only JSON

26

Percentage of new APIs with only JSON supportBased on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011

1 in every 5 new APIs: “goodbye XML”

27

Based on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011

Percentage of APIs with XML support

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

Five Things Developers Hate about Your API

• Restrictive Terms of Service

• Unsupported Docs/Code Samples

• 5 minutes < first API call

• NOT Your Outsourced QA team

• Deprecate with little/no notice

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

Platforms and Pivots

Platforms and Partners

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think Like a Platform

Disruption happens.

At Comcast, it used to take 6 to 8 months to share resources to make great digital experiences. Now? 30 minutes.

TV programsmovies

subscriber infochannel info

listingscable box info

3,600+ affiliates

“With Mashery, we can scale.”Agustin Schapira, Principal Architect, Comcast

New apps with advanced viewing

features

CodeBigintegration platform

USA TODAY deployed #1 iPad, Kindle Fire news apps and get on multiple platforms, millions of devices.

Mobile apps on millions of devices

“Our API is a platform for being wherever customers want our

content.” Erik Bursch, Director of Operations, Content Systems, USA TODAY

new articlescensus data

photosmovie reviews

book listssports salaries

Scaling partnerships is faster and easier• 700+ distribution partners• 15 private APIs• Partner on-boarding from months to minutes

Engagement of public developers• 9 public APIs• Commercial use OK• Hackathons

Best Buy’s API saves millions of dollars in development.

New web features &

mobile appsproduct infocommercestore info

store inventoryreviews

timely offersmobile upgrade

“The API saved us over $1.5 million and many months when deploying new features and partnerships.”Kumar Kandaswamy, Sr Director, Emerging Platforms, Best Buy

100s of affiliatepartners

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your own Champagne

5. Prepare for disruption

Think like a Platform

Thank you!

Your feedback is a gift.

Delyn Simons@delynator, @mashery

#edc2012drcMarch 2012