0
APIs need product managers
Treating your API
like a product
@OAuth_io @Philocrate
You know how to make
products. Right?
Headline should look like this
@Philocrate@OAuth_io
If so, you can manage APIs.
Headline should look like this
@Philocrate@OAuth_io
Here’s why
1- APIs are products
2- Sell a product rather than service
...
@Philocrate@OAuth_io
My name is ....
title
twitter handler / email
I've studied philosophy but my head
ended up in the clo...
@OAuth_io @Philocrate
1- API = Product
@Philocrate@OAuth_io
“An API is a medium"
Just a tool to deliver software?
@Philocrate@OAuth_io
S3, EC2, Mailjet, Twilio…
Not just a way to deliver.
APIs are products
@Philocrate@OAuth_io
The can is the product
@Philocrate@OAuth_io
How did APIs become so popular?
Because these are products.
Headline should look like this
@Philocrate@OAuth_io
Made APIs popular: EC2, S3, SES…
Productization started in 2006
Headline should look like this
@Philocrate@OAuth_io
Wait. “API productization?”
It sounds like another buzzword but...
Headline should look like this
@Philocrate@OAuth_io
Building products
That’s what they do
Headline should look like this
@Philocrate@OAuth_io
Before productization (SOA)
Internal: Only potential
Headline should look like this
@Philocrate@OAuth_io
After productization (API)
External: Usable
Headline should look like this
@Philocrate@OAuth_io
Productization is vital
Headline should look like this
@Philocrate@OAuth_io
To sell
@Philocrate@OAuth_io
= extract killer features from a
particular medium, to turn it into a
usable, marketable product.
Wha...
@Philocrate@OAuth_io
Bezos didn’t invent REST,
Jobs didn’t invent touch-screens.
Product Management Is Key
Headline should look like this
@Philocrate@OAuth_io
Hum. Sceptic?
Not convinced?
Headline should look like this
@Philocrate@OAuth_io
Know this startup?
= 100% API-driven
Headline should look like this
@Philocrate@OAuth_io
Know this guy?
Ex Product Manager @Amazon
Headline should look like this
@Philocrate@OAuth_io
API Veterans
@OAuth_io @Philocrate
2- Sell a product,
not a service
Headline should look like this
@Philocrate@OAuth_io
Back to classic definitions
Still valid?
Headline should look like this
@Philocrate@OAuth_io
= Physical Good
Product
Headline should look like this
@Philocrate@OAuth_io
= Immaterial
Service
Headline should look like this
@Philocrate@OAuth_io
Pay attention to the “as a.”
Careful with "SaaS"
Headline should look like this
@Philocrate@OAuth_io
“As a service” means you are
selling a product, not a service
Headline should look like this
@Philocrate@OAuth_io
“SaaS”, “Web Service”...
= Business Model / Tech Notion
= “Get the adv...
Headline should look like this
@Philocrate@OAuth_io
“As a"
Not owned,
BUT “Always on” (utility computing)
Headline should look like this
@Philocrate@OAuth_io
Products are consistent
while services are not.
@Philocrate@OAuth_io
Not convinced?
Headline should look like this
@Philocrate@OAuth_io
“Products”
YOU pick them.
Headline should look like this
@Philocrate@OAuth_io
“Services”
THEY perform.
Headline should look like this
@Philocrate@OAuth_io
Consistency VS
uncertainty
Headline should look like this
@Philocrate@OAuth_io
Companies want to
deliver products, not
services.
Headline should look like this
@Philocrate@OAuth_io
#1 HR
Service = you depend on the people
Headline should look like this
@Philocrate@OAuth_io
“Your most valuable assets walk in
and out of the door every day.”
!
A...
Headline should look like this
@Philocrate@OAuth_io
#2 Marketing
A product is easier to sell
Headline should look like this
@Philocrate@OAuth_io
“To create a service business you can sell,
do whatever you can to mak...
Headline should look like this
@Philocrate@OAuth_io
#3 Profitability
Services don’t scale
Less service = Higher gross margin
@Philocrate@OAuth_io
“Our API product doesn’t have this
feature. But we will sell service and
customize a plugin for this ...
Headline should look like this
@Philocrate@OAuth_io
#4 Efficient Sales
Here
NOT here
The buyer can play with the product
Headline should look like this
@Philocrate@OAuth_io
#5 Production
Scalability is… possible
Headline should look like this
@Philocrate@OAuth_io
MUST be products
Bottom line:
@OAuth_io @Philocrate
3- Turning your
service into a
product
Headline should look like this
@Philocrate@OAuth_io
Again
(I don’t own stocks)
Headline should look like this
@Philocrate@OAuth_io
1- Name it
2- Package it
3- Write instructions
4- Words of caution
5- ...
Headline should look like this
@Philocrate@OAuth_io
1- Name it
2- Package it
3- Write instructions
4- Words of caution
5- ...
Headline should look like this
@Philocrate@OAuth_io
The API Product Manager makes
the magic happen
@Philocrate@OAuth_io
Founded in 2013
About 5000 apps
!
Twitter @oauth_io
About OAuth.io
@OAuth_io
@Philocrate@OAuth_io
Questions?
elie.li
oauth.io
speakerdeck.com/elie
@OAuth_io
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Treat Your API Like a Product

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Slides from my talks at berlin.apidays.io & IBM Impact in Las Vegas.

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Transcript of "Treat Your API Like a Product"

  1. 1. APIs need product managers Treating your API like a product
  2. 2. @OAuth_io @Philocrate You know how to make products. Right?
  3. 3. Headline should look like this @Philocrate@OAuth_io If so, you can manage APIs.
  4. 4. Headline should look like this @Philocrate@OAuth_io Here’s why 1- APIs are products 2- Sell a product rather than service 3- How to turn an API into a product
  5. 5. @Philocrate@OAuth_io My name is .... title twitter handler / email I've studied philosophy but my head ended up in the cloud. ! CMO @OAuth_io Follow me @Philocrate About Me @OAuth_io
  6. 6. @OAuth_io @Philocrate 1- API = Product
  7. 7. @Philocrate@OAuth_io “An API is a medium" Just a tool to deliver software?
  8. 8. @Philocrate@OAuth_io S3, EC2, Mailjet, Twilio… Not just a way to deliver. APIs are products
  9. 9. @Philocrate@OAuth_io The can is the product
  10. 10. @Philocrate@OAuth_io How did APIs become so popular? Because these are products.
  11. 11. Headline should look like this @Philocrate@OAuth_io Made APIs popular: EC2, S3, SES… Productization started in 2006
  12. 12. Headline should look like this @Philocrate@OAuth_io Wait. “API productization?” It sounds like another buzzword but...
  13. 13. Headline should look like this @Philocrate@OAuth_io Building products That’s what they do
  14. 14. Headline should look like this @Philocrate@OAuth_io Before productization (SOA) Internal: Only potential
  15. 15. Headline should look like this @Philocrate@OAuth_io After productization (API) External: Usable
  16. 16. Headline should look like this @Philocrate@OAuth_io Productization is vital
  17. 17. Headline should look like this @Philocrate@OAuth_io To sell
  18. 18. @Philocrate@OAuth_io = extract killer features from a particular medium, to turn it into a usable, marketable product. What Bezos / Jobs did
  19. 19. @Philocrate@OAuth_io Bezos didn’t invent REST, Jobs didn’t invent touch-screens. Product Management Is Key
  20. 20. Headline should look like this @Philocrate@OAuth_io Hum. Sceptic? Not convinced?
  21. 21. Headline should look like this @Philocrate@OAuth_io Know this startup? = 100% API-driven
  22. 22. Headline should look like this @Philocrate@OAuth_io Know this guy? Ex Product Manager @Amazon
  23. 23. Headline should look like this @Philocrate@OAuth_io API Veterans
  24. 24. @OAuth_io @Philocrate 2- Sell a product, not a service
  25. 25. Headline should look like this @Philocrate@OAuth_io Back to classic definitions Still valid?
  26. 26. Headline should look like this @Philocrate@OAuth_io = Physical Good Product
  27. 27. Headline should look like this @Philocrate@OAuth_io = Immaterial Service
  28. 28. Headline should look like this @Philocrate@OAuth_io Pay attention to the “as a.” Careful with "SaaS"
  29. 29. Headline should look like this @Philocrate@OAuth_io “As a service” means you are selling a product, not a service
  30. 30. Headline should look like this @Philocrate@OAuth_io “SaaS”, “Web Service”... = Business Model / Tech Notion = “Get the advantages of a product, but consume it like a service.”
  31. 31. Headline should look like this @Philocrate@OAuth_io “As a" Not owned, BUT “Always on” (utility computing)
  32. 32. Headline should look like this @Philocrate@OAuth_io Products are consistent while services are not.
  33. 33. @Philocrate@OAuth_io Not convinced?
  34. 34. Headline should look like this @Philocrate@OAuth_io “Products” YOU pick them.
  35. 35. Headline should look like this @Philocrate@OAuth_io “Services” THEY perform.
  36. 36. Headline should look like this @Philocrate@OAuth_io Consistency VS uncertainty
  37. 37. Headline should look like this @Philocrate@OAuth_io Companies want to deliver products, not services.
  38. 38. Headline should look like this @Philocrate@OAuth_io #1 HR Service = you depend on the people
  39. 39. Headline should look like this @Philocrate@OAuth_io “Your most valuable assets walk in and out of the door every day.” ! A Service Company
  40. 40. Headline should look like this @Philocrate@OAuth_io #2 Marketing A product is easier to sell
  41. 41. Headline should look like this @Philocrate@OAuth_io “To create a service business you can sell, do whatever you can to make your business have a product and a formula that predictably delivers results.” ! David Ogilvy
  42. 42. Headline should look like this @Philocrate@OAuth_io #3 Profitability Services don’t scale Less service = Higher gross margin
  43. 43. @Philocrate@OAuth_io “Our API product doesn’t have this feature. But we will sell service and customize a plugin for this ONE client." ! A CEO who doesn’t get SaaS
  44. 44. Headline should look like this @Philocrate@OAuth_io #4 Efficient Sales Here NOT here The buyer can play with the product
  45. 45. Headline should look like this @Philocrate@OAuth_io #5 Production Scalability is… possible
  46. 46. Headline should look like this @Philocrate@OAuth_io MUST be products Bottom line:
  47. 47. @OAuth_io @Philocrate 3- Turning your service into a product
  48. 48. Headline should look like this @Philocrate@OAuth_io Again (I don’t own stocks)
  49. 49. Headline should look like this @Philocrate@OAuth_io 1- Name it 2- Package it 3- Write instructions 4- Words of caution 5- Barcode it 6- Copywrite it Follow the recipe: Let’s try with an API?
  50. 50. Headline should look like this @Philocrate@OAuth_io 1- Name it 2- Package it 3- Write instructions 4- Words of caution 5- Barcode it 6- Copywrite it ‣Oauth.io ‣APIs ‣API Doc ‣Terms of Use ‣SaaS ‣Licensed How it works Thanks P&G!
  51. 51. Headline should look like this @Philocrate@OAuth_io The API Product Manager makes the magic happen
  52. 52. @Philocrate@OAuth_io Founded in 2013 About 5000 apps ! Twitter @oauth_io About OAuth.io @OAuth_io
  53. 53. @Philocrate@OAuth_io Questions? elie.li oauth.io speakerdeck.com/elie @OAuth_io
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