This story is about the added value of APIs (application programming interfaces) for modern businesses, developers and software consumers. It deals with API-fundamentals and shows how APIs are the cornerstones of modern business development (BizDev2.0). By looking at casestudies from Google Maps, Twitter, Amazon, eBay, Moo, Flickr, Netflix and other web2.0-companies, it becomes clear how APIs add value for all parties on the modern web. This presentation was given by Olaf Janssen - Open Data coordinator for the National Library of the Netherlands (KB) - as a lecture for students of the master's course "Digital Access to Cultural Heritage" at Leiden University on 13-3-2014

1. Lecture for the course ‘Digital Access to Cultural Heritage’, 12-03-2015
Olaf Janssen, National Library of the Netherlands
olaf.janssen@kb.nl - @ookgezellig - slideshare.net/OlafJanssenNL
Introduction to (web) APIs
Definitions, examples, concepts and trends

2. Hi,
I’m Olaf Janssen
I’m an Open Data Coordinator
at the National Library of the Netherlands (KB)
Open Data coordinator???
That means I make sure KB’s open data and APIs get used by as many parties
and services as possible
 kb.nl/dataservices
olaf.janssen@kb.nl
@ookgezellig
slideshare.net/OlafJanssenNL

3. My presentation philosophy

4. This slidedeck is optimised
for
slideshare.net/OlafJanssenNL

5. What I hope you’ll get out of this talk
Better understanding of
1. What APIs are, and their importance
2. How APIs change life for
- organisations
- software developers
- consumers
 Understand possibilities of APIs for cultural heritage

6. How does my talk fit in overall DACH course?
Digitizingheritage:what&why?,MartinaBorghmans,5February2015
w.r.t.
APIs
Access
“beyond the website”

7. Alright, let’s start
with a bit of
history ...

8. .. about access

9. .. about access to cultural heritage

10. .. about access to cultural heritage
B.PC
Before the PC
≈
Before the ‘80s

11. Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 1

12. Access ’80s - PCs are the T.F.O.
?
From To

13. date
T.F.O.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

14. date
T.F.O.Technology Fetish Object
Technology Fetish Object
to show how quickly the gadgets of
our youth go out of date.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

15. 1985 1998 2003
[ CD player ][ Computer ]
[ 27” Widescreen
TV ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

16. 2008 2011 2015
[ Tablets ][ iPhone 3G ] [ Oculus ]

17. Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 2

18. Access ’90s – websites are T.F.O.’s

19. Access ’90s – websites are T.F.O.’s

20. Access ’90s – websites are T.F.O.’s

21. Access ’90s – websites are T.F.O.’s

22. Access ’90s – websites are T.F.O.’s

23. BMICE ring 3
Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

24. Unfortunately:
Digitizing content (ring 2)
+
putting it on a website (ring 3)
≠
findable & usable for today’s users
http://www.designandux.com/wp-content/uploads/2013/09/unhappy-users.jpg

25. Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4

26. Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
?
?

27. Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Web2.0
?

28. Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Web2.0
APIs

29. Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
Web2.0 & APIs
I’ll focus on these phenomena
for the rest of the talk

30. Web 2.0

31. Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
You read this article in preparation
If not: http://oreilly.com/web2/archive/what-is-web-20.html
Web2.0 key concepts 2005
Tim O’Reilly
What is Web 2.0: Design Patterns
and Business Models for the Next
Generation of Software

32. 1. The long tail
2. Data is the next Intel Inside
3. Users add value
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
Concepts 1-7 elaborated on
slideshare.net/OlafJanssenNL/part-1-of-the-lecture-
so-you-think-you-understand-everyday-life-web20-
api-theory-still-very-relevant-in-2013
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

33. 1. The long tail
2. Data is the next Intel Inside
3. Users add value
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
That is:
Web 2.0 applications are built of a
network of cooperating open data
services (open APIs).

34. API ?

35. Application
Programming
Interface

36. http://www.leninimports.com/cary_grant_new_7a.jpg

37. http://www.leninimports.com/cary_grant_new_7a.jpg

38. GUI
(graphical) interface for interaction
human user computer
WebsitesApps

39. API
(programmable) interface for interaction
computer computer
application application
software software
.. a means of putting information in and getting
information out of your system
without having to type it yourself…

40. API
(programmable) interface for interaction
computer computer
application application
software software
… with a number of characteristics ….

41. ATM to illustrate API characteristics
• Specialized service
does limited set of things very well
(“exposes certain services of bank”)
• Consistent & well-defined
operation
• Limited set of input
card, pin, amount, receipt Y/N
• Limited set of output
cash, (receipt)
• Enabling (protocolised) self-service
.... all while bank keeps control over the €€s

42. 1. The long tail
2. Data is the next Intel Inside
3. Users add value
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
Web 2.0 applications are built of a
network of cooperating open
data services (open APIs).
2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software

43. 1. The long tail
2. Data is the next Intel Inside
3. Users add value
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
Network of cooperating open data
services (APIs)
Offer APIs yourself
 Offer open APIs yourself
 Re-use open APIs of others

44. Your own open
webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs

45. Your own open
webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
For the KB
• OAI-PMH
• SRU
• Resolver

46. Your own open
API #2
Your own open
webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs

47. Your own open
API #2
Your own open
webservice #1
Other party’s
open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs

48. Your own open
API #2
Your own open
webservice #1
Other party’s
open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)

49. Your own open
API #2
Your own open
webservice #1
Other party’s
open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Open API

50. Your own open
API #2
Your own open
webservice #1
Other party’s
open webservice
Open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Open API
Open API

51. Your own open
API #2
Your own open
webservice #1
Other party’s
open webservice
Open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Open API
Open API
Application on desktop

52. Your own open
API #2
Your own open
webservice #1
Other party’s
open webservice
Open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Mobile app
Open API
Open API
Application on desktop

53. Open API?
• Available on the web, freely shared
• Everybody can use it
(often after account registration / API-key, via self-service)
• Open standards & technologies
(JavaScript, XML, JSON, Oauth, SRU, OAI-PMH…)
• Openly documented

54. Open API?
http://www.youtube.com/watch?v=7r7QpIDEI_o

55. too
vague,
abstract
Is
?
No worries, let’s look at some
real life examples of open APIs in action
to improve our understanding

56. Some popular open APIs

57. Google Maps API
https://developers.google.com/maps/?hl=nl

58. Google Maps API
https://developers.google.com/maps/?hl=nl
True web2.0 setup - network of more specialized APIs
StreetView, Directions, Elevations, Timezone, Geocoding, Places etc.

59. cyclingthealps.com Google Maps API

60. cyclingthealps.com Google Maps API
StreetView API

61. cyclingthealps.com Google Maps API
Elevations API

62. Navigation apps Google Maps API
Directions API
Indoor Google Maps - Mall of America & Macy's

63. National monuments heatmap Google Maps API

64. dev.twitter.com
Twitter API

65. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/

66. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/
Emedded
Twitter Card

67. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/
Emedded
timeline

68. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/
Tweet button

69. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/
(Facebook API)

70. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/
(Youtube API)

71. Embedded Tweets & timelines Twitter API
http://www.nrc.nl/nieuws/2015/02/27/internet-in-de-ban-van-een-blauw-met-zwarte-jurk/
(Tumblr API)

72. Tweetdeck (in browser) Twitter API

73. tweetstats.com Twitter API

74. Amazon APIaffiliate-program.amazon.com/gp/advertising/api/detail/main.html

75. Amazon APIAPIs actually…
programmableweb.com/apitag/?q=amazon

76. bookstore.icm.ac.uk Amazon API
i.e. all product advertising
& transaction features are
using Amazon’s API

77. Amazon API
bookstore.icm.ac.uk

78. Liveplasma
Liveplasma gives you a visual display of related
bands, songs, movies, books etc..
Amazon API

79. Relationships generated by Amazon API
“customers who bought this album also like….”
Amazon API

80. labs.europeana.eu/api/ Europeana API

81. Europeana Open Culture App Europeana API
‘official’ Europeana
app

82. Twitter EuropeanaBot Europeana API
Posts images related to
• austrian place names
• nobel Prize winners
• animals
from Europeana to Twitter

83. Twitter EuropeanaBot Europeana API
This ≠ ‘official’ Europeana thing,
just an enthusiastic private
developer!

84. Moo.com is a printing company

85. They print personalised business cards,
postcards, Christmas cards, stickers, labels…

86. For businesscards,
you can use Moo’s templates …

87. .. or design your own

88. And Moo offers an API!

89. Question:
Why the would Moo need an API?

90. Some answers at the end of the talk…

91. OK, so far for the examples
let’s now look at
how APIs add value …

92. add value for

93. add value for
API consumers
(software developers)
API providers
(businesses)
Software
consumers
(you & me)

94. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
• Product data (Amazon)
• Geo-data (Google)
• Metadata (Europeana)
• Personal data (Facebook)
• Phone numbers (WhatsApp)

95. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
• Product data (Amazon)
• Geo-data (Google)
• Personal data (Facebook)
• Metadata (Europeana)
• Phone numbers (WhatsApp)

96. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API provider
Businesses open up their assets
via APIs, while keeping control
over their data, products &
services

97. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API provider
Business assets
owner
Owner of business assets
≠ necessarily
provider of API

98. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API provider
Business assets
owner
3scale.net & apigee.com
Specialized
API service providers

99. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API consumer
Developers
can start building applications
and businesses around a
company’s assets.
They use open APIs and self-
service tools to establish a
business relationship

100. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API consumer
Game makers like Zynga,
Playfish & Crowdstar exist(ed)
because of Facebook APIs.
Developers
can start building applications
and businesses around a
company’s assets.
They use open APIs and self-
service tools to establish a
business relationship

101. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
Software consumer

102. Let’s look at
these 3 groups
in more detail…
API consumers
(software developers)
API providers
(businesses)
Software
consumers
(you & me)

103. 1.
APIs from biz dev POV

104. Apps
Partners
Income
Adam DuVander
http://thenextweb.com/video/2012/04/28/the-new-api-apps-partners-income-adam-duvander-at-the-next-web-conference-2012-video

105. Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”

106. Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”
“It has allowed developers to build on
top of our infrastructure and come up
with ideas that are way better than
our ideas, …. that we wouldn’t have
been able to get to, being a very small
team.”

107. Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”
“It has allowed developers to build on
top of our infrastructure and come up
with ideas that are way better than
our ideas, …. that we wouldn’t have
been able to get to, being a very small
team.”
Joy’s law
“No matter which
business you are in, the
smartest people always
work for someone else”

108. Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”
“It has allowed developers to build on
top of our infrastructure and come up
with ideas that are way better than
our ideas, …. that we wouldn’t have
been able to get to, being a very small
team.”
So, the API has easily 10x more
traffic than the website..”

109. Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”
“It has allowed developers to build on
top of our infrastructure and come up
with ideas that are way better than
our ideas, …. that we wouldn’t have
been able to get to, being a very small
team.”
So, the API has easily 10x more
traffic than the website..”
“So, the API becomes a way for us
to grow our business…”
(Source, 2007)

110. Jeff Bar
(Amazon evangelist - 2008)
“The adoption of Amazon's Web
services (API) is currently driving
more network activity than
everything Amazon does through
their traditional websites”

112. Brian Swette (eBay - 2000)
Our new API will openly provide the
tools that developers need to create
applications based on eBay
technology”
"There are already dozens of
companies and hundreds of
applications that rely on our site….
"Our new API will provide much
needed standardization. Existing
applications will run more reliably..”
“More and more companies will be able
to easily and seamlessly weave
eBay into their business models."
(source)

113. Q:
How big is this API
business stuff?

114. A:
It’s huge!

115. APIs are the cornerstones of
BizDev 2.0
Having a well-developed API is the
modern & decentralised way for
growing a business

116. Rings a bell?

117. 1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?

118. 1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?

119. But websites are limited …
Disadvantages
• Limited population reach
(650M websites in 2012)
• Limited brand distribution
• Significant SEO and SEM
costs
Source: Dion Hinchcliffe, http://www.zdnet.com/blog/hinchcliffe

120. 1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?

121. Martin Tantow
(co-founder of 3scale, an API service provider):
“Not having an API today is like not
having a website in the 90s..”
“The website serves as no more than a
marketing tool, all added value is
delivered through the API “
(source)

122. John Musser
(Founder ProgrammableWeb.com):

123. 1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?

124. APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

125. APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe
http://translogic.aolautos.com/2011/06/01/ford-googles-prediction-api-
foresees-greener-driving-routes-vi/
http://www.samsung.com/us/topic/apps-on-your-fridge

126. BizDev2.0 – decentalised business dev
Consumer/HackerBusiness/Partner
Flickr API
www.flickr.com/services/apps/search/?q=printing
These companies take
Flickr's API and build
printing services
without ever engaging
with Flickr's team
Flickr receives $$ for
API-calls

127. BizDev2.0 – decentalised business devhttp://www.flickr.com/services
Consumer/HackerBusiness/Partner
Flickr API
Flickr receives
• free brand distribution
• free content distribution
• customer loyalty
• goodwill
These people use Flickr’s
API for making home-
grown apps
without ever engaging
with Flickr's team

128. APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
• Stimulate innovation. Enable others to build (new, better) products &
functionalities
• Improve brand recognition and customer loyalty
.. all while keeping control over your data!
Joy’s law

129. OK, so this API stuff
is huge!
Time for some
hard figures!

130. API Timeline

138. 2009
• 13.000 3rd party apps for eBay (source)
• 60% of all eBay.com traffic via API (source)
• 7 billion $$$ revenu via API
2012
• eBay API 1 billion calls per day!

139. Success for these businesses is heavily relying on their API(s)

140. Source
source
“Facebook ready” devices
100’s of “Netflix Ready” devices

141. 2.
APIs from developers’ POV

142. flickr.com/tom_w_bn
Developers are the
craftsmen…

143. © Eric Roth
... and women
of the 21st century

144. flickr.com/mashery
Developers build stuff

145. Developers solve
problems

146. They change the world

147. Q:
How big is this API
developer world?

152. “An effort which engaged
390.000 people”
(source)

153. source
2009
• 13.000 apps
• 100.000 developers!

154. Source 1
Source 2
2011
• 1.000.000 apps
• 750.000 developers!
2013
• 3.000.000 apps!

155. source
2007
• 7.000 apps
2008
• 33.000 apps
• 400.000 developers
2012
• 9.000.000 apps

156. source
2007
• 7.000 apps
2008
• 33.000 apps
• 400.000 developers
2012
• 9.000.000 apps!

157. 3.
APIs from end-user POV

158. APIs make life easier…
with new possibilities & experiences
• Your favourite apps

159. • Your favourite apps
• Device-independence
“Software above the level of a single device”
APIs make life easier…
with new possibilities & experiences
Evernote.com

160. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
AndroidBlog

161. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content

162. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Slideshare
embedded in
LinkedIn

163. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Flickr
embedded in
Gmail

164. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Embedded
Youtube clips

165. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation

166. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
Social media
wall

167. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
ifttt.com
zapier.com

168. APIs make life easier…
with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
• Easier authentication

169. Q:
How big is this API
end-user world?

170. “Every month 375M people
play Facebook-connected
games”
Source

171. “FBers have uploaded
250B photos,
growing by 350M per day!”
Source

174. Question:
Why the would Moo need an API?

175. 1. Build your own card design apps & websites
Moo will do printing / checkout / shipping / customer care

176. 1. Build your own card design apps & websites
Moo will do printing / checkout / shipping / customer care

177. 1. Build your own card design apps & websites
Moo will do printing / checkout / shipping / customer care

178. 2. Become Moo-affiliate

179. 2. Become Moo-affiliate
Self-service
made possible by API

180. • Adobe InDesign Extension
• Adobe Photoshop Lightroom Plugin
3. Build extensions for desktop software

181. THANKS!
olaf.janssen@kb.nl
@ookgezellig
slideshare.net/OlafJanssenNL