Amundsen’s Dogs,Information Halos,and APIsThe epic story of your API strategygroups.google.com/group/api-craftSam Ramji   ...
AMUNDSEN’SDOGS
One hundred years ago, in October of 1911
Roald Amundsen
and Robert Falcon Scott
were in a race to reach the South Pole.
The Challenge
The Stakes
The North Pole was claimed to have beendiscovered by Cook and Peary.The South Pole was the sole remaininginternational pri...
The Strategy
Amundsen was humble and scholarly.
He studied native cultures to understandwhat worked.
Robert Falcon Scott,Commander of the Royal Victorian Order,was an arrogant British naval officer.
He insisted on doing things the old way.
It came down to a decision about theexpedition’s core propulsion.
How do you overcome the challenges of ajourney through Antarctic wastes?
Robert Falcon Scott took the traditional route.Ponies.
Roald Amundsen followed native wisdom.He chose dogs.
Amundsen led his team of 5 men and 52 dogsto the South Pole and backa grueling journey of 3,300 kilometers in-30 C weather...
Scott’s team arrived at the South Pole thirty-five days after Amundsen, only to find theNorwegian flag planted in the grou...
Tragically, Robert Falcon Scott’s entire teamdied on the way back to their ship.
“   Victory awaits him who has everything in order;    luck, people call it.    Defeat is certain for him who has neglecte...
INFORMATIONHALOS
We are living through an age ofdisruption and value destruction.
Between your core businessand your customers
ValueCore Business           Customers
your old and new competitorsare creating friction
FrictionCore Business              Customers
So you must overcome the friction to win
FrictionCore Business   Apps         Customers
Today’s South Pole is the App Internet.
That is the epic journey.
But apps and platformsare proliferating so rapidly
App Store Growth 2008-2011            600                                            12            500                    ...
Mary MeekerKleiner Perkins
There’s no way the traditional route of relyingon IT will get you to this new destination.
So what’s the native wisdom?
Companies who are succeeding
learned that you need to join your IT teamwith the world of developers
AppsDevelopers   IT
to overcome the friction throughfantastic apps
and deliver your value to the customer
CoreBusiness   ITDevelopers   AppsCustomers
and you are about to discover theinformation halo.
You remember microeconomics from yourcollege economics course
Reduce the cost of your complementsto drive adoption of your core.
Information is a complementto your core business.Reduce the cost of your complementsto drive adoption of your core.
your imperative is to enable value addedbusinesses surrounding your ownbuilt on your data
[Ecosystem Competition]               Kishore S. Swaminathan, Chief Scientist, Accenture
It’s about going from information silosto information halos
“   20th Century IT was about raising barriers to    entry for competitors.    21st Century IT is about lowering barriers ...
Relying only on your own IT
Is like trying to get to the South Poleusing ponies
This is dog country.
API STRATEGYFRAMEWORK
Just like Amundsenyou are doing your research
So that we can tell the epic story ofyour API strategy
Impact a Market SegmentTarget the Developer ChannelSet your Goals, Metrics, and KPIsManage the ProgramHire your Heroes
IMPACT AMARKET SEGMENT
market segment    The first step on the journey is to answer the    question
market segment    What do you want to achieve?
market segment    You need to start by stating your goal in the    following form
market segment    “We will achieve a measurable result    in a specific market segment.”
market segment    There is a cost to consume your product.    Reduce this cost through information.
market segment    Product    Price    Promotion    Place    What is the surface area of your product?    How do you increa...
Market analysis                            market segmentRevenue opportunity          Strategy    Execution      Cost  Risks
market segment    Apps are the intermediaries of today’s market
remember
market segment    Dogs    not ponies
TARGET THEDEVELOPERCHANNEL
CoreBusiness   ITDevelopers   AppsCustomers
developer channel    Why do you care about developers?
developer channel    Because they are your new channel    and your core propulsion
developer channel    Would you have sold to Nordstrom    the same way you sold to Wal-Mart?
developer channel    Of course not.    They’re different.
developer channel    So are developers.
developer channel    You don’t have unlimited resources.
developer channel
developer channel    First, how do we define a developer?
de·vel·op·er noun (də-ve-lə-pər): one that develops: as a: a chemical used to developexposed photographic materials b: a p...
developer channel    Definitions I’ve heard:       Enterprise software company       Partner       Games company       Dev...
developer channel    Let’s start by calling an individual human a    coder.
developer channel    A coder is located in a larger organizational    context.    Each exhibits similar behavior and techn...
developer channel   The term "long-tail" is incorrectly applied as a single   massive segment of developers.   What busine...
developer channel   In many cases building for the unknown coder will   help you with your business efforts   with known c...
developer channel       Facebook      Objective-C            Flash            .NET         ASP.NET             JSP        ...
developer channel
developer channel                    Mike Hendrickson, O’Reilly Media (@mikehatora)
developer channel                    Mike Hendrickson, O’Reilly Media (@mikehatora)
developer channel                Horizontal                    Vertical          Tribal               Modal
developer channel Horizontally                LARGE ECOSYSTEM PLAYERS                    LARGE ENTERPRISES                ...
Vertically   SOCIAL MEDIA      MOBILE                                   developer channel       RETAIL   DIGITAL MEDIA    ...
developer channel Tribally          SproutCore                          CoffeeScript                           jQuery     ...
developer channel Modally                        Public Open      Technology     Access   Closed                        Pr...
developer channel   Incentives that match the vertical and horizontal   coordinates you’re targeting
developer channel Horizontally         LARGE ECOSYSTEM PLAYERS          PAY THEM        MEDIUM & LARGE ENTERPRISE   SHOW T...
developer channel Vertically                                                                                              ...
developer channel   Tribally                                   C#                                        jQuery           ...
developer channel Modally                               Public       PUBLISH YOUR API                                 Acce...
CoreBusiness   ITDevelopers   AppsCustomers
SET YOURGOALS, METRICS &KPIs
goals, metrics & kpis    You manage what you measure
goals, metrics & kpis    What is measured increases
goals, metrics & kpis    so it had better be aligned with the business
goals, metrics & kpis    Developer Satisfaction    Breadth Developers (Coders)    Depth Developers (Partners)    Apps    A...
goals, metrics & kpis Metric               Quarterly Target   Quarterly Actual   Annual Target Developer NSAT Breadth Deve...
MANAGE THEAPI PROGRAM
“   Victory awaits him who has everything in order;    luck, people call it.    Defeat is certain for him who has neglecte...
Planning   Management   Organization TargetSegment           DEFINE     MEASURE      MARKETINGEngageChannel           INCE...
Planning                    Management                   Organization                 Define market segment in            ...
program management   The humans in these organizations need to   communicate with each other.   Create an internal informa...
HIRE YOURHEROES
hire your heroes    The traditional approach    to technology projects
hire your heroes    would call for    project managers,    product managers,    architects,    and would be internally foc...
hire your heroes    But just like the ponies didn’t make it
hire your heroes    You’ll need a different breed to win in APIs
hire your heroes    THESE ARE REAL JOBS    Channel Leader    Developer Evangelist    Developer Advocate    Community Manag...
hire your heroes    The information halo works internally as well.    It can attract the right people from within your    ...
Accountabilities             Organization                  Meet KPI targets, Segment                  messaging and positi...
hire your heroes    While you’re going to need outstanding    people to make this happen
hire your heroes    Keep in mind    they don’t all start out looking like this
hire your heroes    They may not look like they are up to the job
hire your heroes    But if you enable them to succeed they will    get stronger and faster    And you won’t be able to hol...
FINAL THOUGHT
Information halos are better thaninformation silos
Let’s create an information halo around APIs
groups.google.com/group/api-craft
THANK YOUQuestions and ideas to:@sramjigroups.google.com/group/api-craft
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
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The Epic Story of Your API Strategy which includes a framework for planning, executing and hiring for your API program

You're welcome to re-use, cut and paste, modify, clone, re-post, or
otherwise do anything you want with the slides. My hope is that we
can use this group to bring our frameworks, criticize and improve
them, and let them support each member of the community in their work
on APIs.

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Amundsen's Dogs, Information Halos, and APIs

  1. 1. Amundsen’s Dogs,Information Halos,and APIsThe epic story of your API strategygroups.google.com/group/api-craftSam Ramji @sramjiApigee
  2. 2. AMUNDSEN’SDOGS
  3. 3. One hundred years ago, in October of 1911
  4. 4. Roald Amundsen
  5. 5. and Robert Falcon Scott
  6. 6. were in a race to reach the South Pole.
  7. 7. The Challenge
  8. 8. The Stakes
  9. 9. The North Pole was claimed to have beendiscovered by Cook and Peary.The South Pole was the sole remaininginternational prize of discovery.
  10. 10. The Strategy
  11. 11. Amundsen was humble and scholarly.
  12. 12. He studied native cultures to understandwhat worked.
  13. 13. Robert Falcon Scott,Commander of the Royal Victorian Order,was an arrogant British naval officer.
  14. 14. He insisted on doing things the old way.
  15. 15. It came down to a decision about theexpedition’s core propulsion.
  16. 16. How do you overcome the challenges of ajourney through Antarctic wastes?
  17. 17. Robert Falcon Scott took the traditional route.Ponies.
  18. 18. Roald Amundsen followed native wisdom.He chose dogs.
  19. 19. Amundsen led his team of 5 men and 52 dogsto the South Pole and backa grueling journey of 3,300 kilometers in-30 C weather in only 99 days.
  20. 20. Scott’s team arrived at the South Pole thirty-five days after Amundsen, only to find theNorwegian flag planted in the ground …… and the tracks of their dogsleds.
  21. 21. Tragically, Robert Falcon Scott’s entire teamdied on the way back to their ship.
  22. 22. “ Victory awaits him who has everything in order; luck, people call it. Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck. Roald Amundsen Polar Explorer
  23. 23. INFORMATIONHALOS
  24. 24. We are living through an age ofdisruption and value destruction.
  25. 25. Between your core businessand your customers
  26. 26. ValueCore Business Customers
  27. 27. your old and new competitorsare creating friction
  28. 28. FrictionCore Business Customers
  29. 29. So you must overcome the friction to win
  30. 30. FrictionCore Business Apps Customers
  31. 31. Today’s South Pole is the App Internet.
  32. 32. That is the epic journey.
  33. 33. But apps and platformsare proliferating so rapidly
  34. 34. App Store Growth 2008-2011 600 12 500 10 Apps AvailableThousands Total App Downloads 400 8 Billions 300 6 200 4 100 2 0 0 Data from Wikipedia
  35. 35. Mary MeekerKleiner Perkins
  36. 36. There’s no way the traditional route of relyingon IT will get you to this new destination.
  37. 37. So what’s the native wisdom?
  38. 38. Companies who are succeeding
  39. 39. learned that you need to join your IT teamwith the world of developers
  40. 40. AppsDevelopers IT
  41. 41. to overcome the friction throughfantastic apps
  42. 42. and deliver your value to the customer
  43. 43. CoreBusiness ITDevelopers AppsCustomers
  44. 44. and you are about to discover theinformation halo.
  45. 45. You remember microeconomics from yourcollege economics course
  46. 46. Reduce the cost of your complementsto drive adoption of your core.
  47. 47. Information is a complementto your core business.Reduce the cost of your complementsto drive adoption of your core.
  48. 48. your imperative is to enable value addedbusinesses surrounding your ownbuilt on your data
  49. 49. [Ecosystem Competition] Kishore S. Swaminathan, Chief Scientist, Accenture
  50. 50. It’s about going from information silosto information halos
  51. 51. “ 20th Century IT was about raising barriers to entry for competitors. 21st Century IT is about lowering barriers to participation. James Governor Redmonk
  52. 52. Relying only on your own IT
  53. 53. Is like trying to get to the South Poleusing ponies
  54. 54. This is dog country.
  55. 55. API STRATEGYFRAMEWORK
  56. 56. Just like Amundsenyou are doing your research
  57. 57. So that we can tell the epic story ofyour API strategy
  58. 58. Impact a Market SegmentTarget the Developer ChannelSet your Goals, Metrics, and KPIsManage the ProgramHire your Heroes
  59. 59. IMPACT AMARKET SEGMENT
  60. 60. market segment The first step on the journey is to answer the question
  61. 61. market segment What do you want to achieve?
  62. 62. market segment You need to start by stating your goal in the following form
  63. 63. market segment “We will achieve a measurable result in a specific market segment.”
  64. 64. market segment There is a cost to consume your product. Reduce this cost through information.
  65. 65. market segment Product Price Promotion Place What is the surface area of your product? How do you increase it?
  66. 66. Market analysis market segmentRevenue opportunity Strategy Execution Cost Risks
  67. 67. market segment Apps are the intermediaries of today’s market
  68. 68. remember
  69. 69. market segment Dogs not ponies
  70. 70. TARGET THEDEVELOPERCHANNEL
  71. 71. CoreBusiness ITDevelopers AppsCustomers
  72. 72. developer channel Why do you care about developers?
  73. 73. developer channel Because they are your new channel and your core propulsion
  74. 74. developer channel Would you have sold to Nordstrom the same way you sold to Wal-Mart?
  75. 75. developer channel Of course not. They’re different.
  76. 76. developer channel So are developers.
  77. 77. developer channel You don’t have unlimited resources.
  78. 78. developer channel
  79. 79. developer channel First, how do we define a developer?
  80. 80. de·vel·op·er noun (də-ve-lə-pər): one that develops: as a: a chemical used to developexposed photographic materials b: a person who developsreal estate c: a person or company that develops computersoftwareExamples of DEVELOPER<the developer of software that is used the world over>First Known Use of DEVELOPER1796Related to DEVELOPERSynonyms: contriver, designer, inventor, deviser,formulator, innovator, introducer, originator
  81. 81. developer channel Definitions I’ve heard: Enterprise software company Partner Games company Device manufacturer Independent contractor News/media company Advertising agency Hobbyist Individual coder Startup software company Alpha geek
  82. 82. developer channel Let’s start by calling an individual human a coder.
  83. 83. developer channel A coder is located in a larger organizational context. Each exhibits similar behavior and technology adoption patterns.
  84. 84. developer channel The term "long-tail" is incorrectly applied as a single massive segment of developers. What businesses should be thinking about is whether theyre working with known companies or unknown coders
  85. 85. developer channel In many cases building for the unknown coder will help you with your business efforts with known companies since unknown coders often work there
  86. 86. developer channel Facebook Objective-C Flash .NET ASP.NET JSP PHP 0 500 1000 1500 2000 2500 3000 3500 Thousands
  87. 87. developer channel
  88. 88. developer channel Mike Hendrickson, O’Reilly Media (@mikehatora)
  89. 89. developer channel Mike Hendrickson, O’Reilly Media (@mikehatora)
  90. 90. developer channel Horizontal Vertical Tribal Modal
  91. 91. developer channel Horizontally LARGE ECOSYSTEM PLAYERS LARGE ENTERPRISES ISV SYSTEM INTEGRATORS SMB | SMALL ENTERPRISE SAAS SOFTWARE STARTUPS HOBBYIST |OPPORTUNIST
  92. 92. Vertically SOCIAL MEDIA MOBILE developer channel RETAIL DIGITAL MEDIA PUBLISHING FINANCIAL SERVICES HOSPITALITY LOGISTICS AIRLINESTELECOMMUNICATIONS
  93. 93. developer channel Tribally SproutCore CoffeeScript jQuery Ruby AWS Sencha JavaScriptRails Heroku HTML5 dojo Backbone.js Node.js iOS C# PHP Monotouch Android Objective-C Scala Java
  94. 94. developer channel Modally Public Open Technology Access Closed Private
  95. 95. developer channel Incentives that match the vertical and horizontal coordinates you’re targeting
  96. 96. developer channel Horizontally LARGE ECOSYSTEM PLAYERS PAY THEM MEDIUM & LARGE ENTERPRISE SHOW THEM OPPORTUNITY ISV BUSINESS DEVELOPMENT SYSTEM INTEGRATORS SHOW CUSTOMER DEMAND SMB | SMALL ENTERPRISE MICROSOFT ECOSYSTEM SAAS EFFICIENCY SOFTWARE STARTUPS FREE AND COOL HOBBYIST |OPPORTUNIST FREE
  97. 97. developer channel Vertically TELECOMMUNICATIONS FINANCIAL SERVICES DIGITAL MEDIA SOCIAL MEDIA HOSPITALITY PUBLISHING LOGISTICS AIRLINES MOBILE RETAIL Be at meetups and conferences that coders in the vertical already go to. Have a relevant offer.
  98. 98. developer channel Tribally C# jQuery CoffeeScript SproutCoreFormal FORUMS INDUSTRY EVENTS dojo EXISTING COMMUNITIES Ruby JavaScript HTML backbone.js Heroku Rails 5Informal MEETUPS, HACKATHONS Sencha TWITTER Node.js iOS BEER AND COFFEE INSIDE YOUR COMPANY? STACKOVERFLOW Android HACKERNEWS AWS PHP Java Scala Offline Online
  99. 99. developer channel Modally Public PUBLISH YOUR API Access ESTABLISH A CONTEST ADVERTISE ON CODER SITES Open Technology Closed EVANGELIZE WITHIN YOUR ADVERTISE YOUR PARTNERS’ DEVELOPMENT TEAMS BUSINESS MODEL Private
  100. 100. CoreBusiness ITDevelopers AppsCustomers
  101. 101. SET YOURGOALS, METRICS &KPIs
  102. 102. goals, metrics & kpis You manage what you measure
  103. 103. goals, metrics & kpis What is measured increases
  104. 104. goals, metrics & kpis so it had better be aligned with the business
  105. 105. goals, metrics & kpis Developer Satisfaction Breadth Developers (Coders) Depth Developers (Partners) Apps Active Apps Utilization Users Market Share (for your industry/service) Market Share (devices) Revenue Protected Revenue Margin
  106. 106. goals, metrics & kpis Metric Quarterly Target Quarterly Actual Annual Target Developer NSAT Breadth Developers Depth Developers Apps Active Apps Utilization Users Market Share Revenue Protected Revenue Margin Establish the source and rhythm of measurement for each metric
  107. 107. MANAGE THEAPI PROGRAM
  108. 108. “ Victory awaits him who has everything in order; luck, people call it. Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck. Roald Amundsen Polar Explorer
  109. 109. Planning Management Organization TargetSegment DEFINE MEASURE MARKETINGEngageChannel INCENT RECRUIT CHANNEL BuildPlatform SPECIFY BUILD IT
  110. 110. Planning Management Organization Define market segment in detail including size and Marketing-led Target user persona; specify API Establish KPI targets, Segment(s) profile needed to satisfy traceability and dashboard Segment-oriented top use cases for each workstreams target segment Establish developer Channel-led Specify business model adoption targets, and marketing driver for developer marketing andEngage Channel Community, developer, the channel that will reach channel actions and business development each target segment (community site, events, workstreams and communication) Specify roadmap of API Implement API roadmap, IT-led deliverables, mechanics, adjust and report onBuild Platform integration, and business iteration cycle, and API, infrastructure, and process to meet establish alpha developer developer support target segment needs team workstreams
  111. 111. program management The humans in these organizations need to communicate with each other. Create an internal information halo.
  112. 112. HIRE YOURHEROES
  113. 113. hire your heroes The traditional approach to technology projects
  114. 114. hire your heroes would call for project managers, product managers, architects, and would be internally focused on IT
  115. 115. hire your heroes But just like the ponies didn’t make it
  116. 116. hire your heroes You’ll need a different breed to win in APIs
  117. 117. hire your heroes THESE ARE REAL JOBS Channel Leader Developer Evangelist Developer Advocate Community Manager Data Scientist Developer Experience Specialist
  118. 118. hire your heroes The information halo works internally as well. It can attract the right people from within your company to join your API team.
  119. 119. Accountabilities Organization Meet KPI targets, Segment messaging and positioning, FTE: MarketingTarget Segments Marketing Leader use-case requirements driven to Engineering Segment Leads Meet developer adoptionEngage targets, community FTE: Channel engagement, developer Developer EvangelistDevelopers support Community Managers Implement roadmap based on marketing requirements, FTE: EngineeringEstablish Engineering Lead drive platformPlatform requirements, meet delivery Software Engineers timeline and scalability QA Engineers
  120. 120. hire your heroes While you’re going to need outstanding people to make this happen
  121. 121. hire your heroes Keep in mind they don’t all start out looking like this
  122. 122. hire your heroes They may not look like they are up to the job
  123. 123. hire your heroes But if you enable them to succeed they will get stronger and faster And you won’t be able to hold them back.
  124. 124. FINAL THOUGHT
  125. 125. Information halos are better thaninformation silos
  126. 126. Let’s create an information halo around APIs
  127. 127. groups.google.com/group/api-craft
  128. 128. THANK YOUQuestions and ideas to:@sramjigroups.google.com/group/api-craft

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