API Product Management - Driving Success through the Value Chain

API Product Management –Driving Success through the ValueChain 03.15.12 @ 11:00 PST VOIP or Dial-in (see chat) groups.google.com/group/api-craft Michael Hart @michaelhart Jen Mazzon @jenmazzon Sam Ramji @sramji

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Driving Success through theValue Chain

1 Two major changes in the world Web ➜ ➜ Apps From 1 billion web browsers to 1 trillion devices IT ➜ ➜ Platforms2 From traditional IT to a world of platforms

API Value Chain ➜ ➜ ➜ ➜App User Apps App Developer API API Team New indirect value chain app developers are the kingmakers success of their end-users drives success for devs and the API

API Product Management is about understanding the needsof both the direct (developer) and indirect (app user) userof the API product ➜ ➜ ➜ ➜App API Apps App APIUser Team Developer

Consider end-2-end development experiencefor developersdiscoverysign upget startedchoices/decisions they makepoints of friction that you can smooth out

What services is your API exposing to make ituseful for a developer to make compelling apps?Product managers should be app users – usingapps created by developers using your API

API Lifecycle Define & PlanGrow & DesignEvolve & Build Launch

Define & Plan Clear end goals End user reach Additional revenue streams Inorganic innovation ...

Define & Plan Built-in flexibility Leave room for serendipity Allow for flexibility in the terms Think modular & recombinant

Define & Plan Safeguards Control over exposure of key business assets Ensure controls to safeguard against catastrophic success - make sure a developer can’t take down your system

Design & Build Who are your primary customers & markets? - internal - partner - open What different considerations for designing an API product for each?

Design & Build Internal Close partner external Open API partner ALPHA Customer Phases

Design & Build Picking earlier vs. later partners Partner tolerance for change in the APIs? Partner tolerance for the stress of being an early adopter? Internal vs. external, Web vs. native mobile for the early ALPHA customer

Design & Build The success of an API design is measured by how quickly developers can get up to speed and succeed using your API Place the success of the developer over and above any other design principle Have a functional vs. implementation focus Don’t reveal internal organizational or system boundaries

Launch Out the gate How to provision new developer on an API Build simple sample apps & docs Scale your process to your audience

Launch Evangelize & drive adoption Be clear on who you want to reach Meet them where they already are Provide incentives?

Launch Validate the API design and functionality Listen, listen, listen Help early adopters succeed Showcase examples

Grow & Evolve Validate the API design and functionality What is/not working Qualitative from community Quantitative from API usage

Grow & EvolvePrioritize and roll out changes to the APIStreamline & optimize for top usage scenariosKeep the API exposure at pace with core services- weigh reward vs. riskreward - how much will end users value the functionality being available toapp developers vs. risk – stability

Grow & Evolve Interface versioning Gotta have it! But avoid whenever possible Standard approach is to have clear versioning Consider whether you’re randomizing too much for the developer.

Grow & Evolve Evaluate & evolve the API strategy Evaluate the metrics you started with in the Design & Plan phase Review your metrics – do they need calibration?

Grow & Evolve Identify new markets & opportunities If it’s a no-brainer, build & release it If it’s questionable, go back to doing the provisional API with the partner who will best be able to capitalize on that functionality

API Value Chain ➜ ➜ ➜ ➜App User Apps App Developer API API Team PM

THANK YOUQuestions and ideas to:@jenmazzon@sramji@michaelhart (bonobos.theresumator.com)groups.google.com/group/api-craft

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API Product Management - Driving Success through the Value Chain

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