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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.

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

Published in Software , Internet , Technology
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Transcript

  • 1. APIs need product managers Treating your API like a product
  • 2. @OAuth_io @Philocrate You know how to make products. Right?
  • 3. Headline should look like this @Philocrate@OAuth_io If so, you can manage APIs.
  • 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. @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. @OAuth_io @Philocrate 1- API = Product
  • 7. @Philocrate@OAuth_io “An API is a medium" Just a tool to deliver software?
  • 8. @Philocrate@OAuth_io S3, EC2, Mailjet, Twilio… Not just a way to deliver. APIs are products
  • 9. @Philocrate@OAuth_io The can is the product
  • 10. @Philocrate@OAuth_io How did APIs become so popular? Because these are products.
  • 11. Headline should look like this @Philocrate@OAuth_io Made APIs popular: EC2, S3, SES… Productization started in 2006
  • 12. Headline should look like this @Philocrate@OAuth_io Wait. “API productization?” It sounds like another buzzword but...
  • 13. Headline should look like this @Philocrate@OAuth_io Building products That’s what they do
  • 14. Headline should look like this @Philocrate@OAuth_io Before productization (SOA) Internal: Only potential
  • 15. Headline should look like this @Philocrate@OAuth_io After productization (API) External: Usable
  • 16. Headline should look like this @Philocrate@OAuth_io Productization is vital
  • 17. Headline should look like this @Philocrate@OAuth_io To sell
  • 18. @Philocrate@OAuth_io = extract killer features from a particular medium, to turn it into a usable, marketable product. What Bezos / Jobs did
  • 19. @Philocrate@OAuth_io Bezos didn’t invent REST, Jobs didn’t invent touch-screens. Product Management Is Key
  • 20. Headline should look like this @Philocrate@OAuth_io Hum. Sceptic? Not convinced?
  • 21. Headline should look like this @Philocrate@OAuth_io Know this startup? = 100% API-driven
  • 22. Headline should look like this @Philocrate@OAuth_io Know this guy? Ex Product Manager @Amazon
  • 23. Headline should look like this @Philocrate@OAuth_io API Veterans
  • 24. @OAuth_io @Philocrate 2- Sell a product, not a service
  • 25. Headline should look like this @Philocrate@OAuth_io Back to classic definitions Still valid?
  • 26. Headline should look like this @Philocrate@OAuth_io = Physical Good Product
  • 27. Headline should look like this @Philocrate@OAuth_io = Immaterial Service
  • 28. Headline should look like this @Philocrate@OAuth_io Pay attention to the “as a.” Careful with "SaaS"
  • 29. Headline should look like this @Philocrate@OAuth_io “As a service” means you are selling a product, not a service
  • 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. Headline should look like this @Philocrate@OAuth_io “As a" Not owned, BUT “Always on” (utility computing)
  • 32. Headline should look like this @Philocrate@OAuth_io Products are consistent while services are not.
  • 33. @Philocrate@OAuth_io Not convinced?
  • 34. Headline should look like this @Philocrate@OAuth_io “Products” YOU pick them.
  • 35. Headline should look like this @Philocrate@OAuth_io “Services” THEY perform.
  • 36. Headline should look like this @Philocrate@OAuth_io Consistency VS uncertainty
  • 37. Headline should look like this @Philocrate@OAuth_io Companies want to deliver products, not services.
  • 38. Headline should look like this @Philocrate@OAuth_io #1 HR Service = you depend on the people
  • 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. Headline should look like this @Philocrate@OAuth_io #2 Marketing A product is easier to sell
  • 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. Headline should look like this @Philocrate@OAuth_io #3 Profitability Services don’t scale Less service = Higher gross margin
  • 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. Headline should look like this @Philocrate@OAuth_io #4 Efficient Sales Here NOT here The buyer can play with the product
  • 45. Headline should look like this @Philocrate@OAuth_io #5 Production Scalability is… possible
  • 46. Headline should look like this @Philocrate@OAuth_io MUST be products Bottom line:
  • 47. @OAuth_io @Philocrate 3- Turning your service into a product
  • 48. Headline should look like this @Philocrate@OAuth_io Again (I don’t own stocks)
  • 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. 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. Headline should look like this @Philocrate@OAuth_io The API Product Manager makes the magic happen
  • 52. @Philocrate@OAuth_io Founded in 2013 About 5000 apps ! Twitter @oauth_io About OAuth.io @OAuth_io
  • 53. @Philocrate@OAuth_io Questions? elie.li oauth.io speakerdeck.com/elie @OAuth_io