Oren Michels
CEO

On-Demand business and technical
infrastructure for all Web Services
Providers

Oren Michels Co-founder and CEO
VP Feedster • President ColtHR • President,
winebid.com • BS EE MIT • MBA UCLA
Scott Rafer Co-founder and Director
CEO, MyBlogLog (Sold to Yahoo) • CEO Feedster •
CEO Fresher
Josh Kopelman Chairman
First Round Capital • VP eBay • CEO Half.com
Ajay Arora Vice President
VP newScale • Sr Dir Centrata • Corio • Oracle
Clay Loveless Alpha Geek
Feedster • VP Eruptor Ent • O’Reilly PHP Cookbook

compete.com
request
Web Server
web page
give me a graph
Create a
Snapshot App
distribution
give me data
channel
Compete DB

compete.com
app app app app
requests
Compete DB
responses
api.compete.com

API Management Infrastructure
• Security and access control
• Business rules enforcement
• Distribution and scalability
• Metrics and reporting

Web Application Composite Consumer
Web Applications
Services Services
Developers
Providers
Composite Enterprise
Applications

Mashery
Mashery Web Services
Dashboard
Mashery Web Services Marketplace
Mashery Web Services
Mashery WS Server
Web
Mashery WS Server
Proxy, Services & Tools
Mashery WS Server
Application Composite Consumer
Applications
Services Security & Access Control
Developers
Web
Services
Providers Metering, Metrics &
Management
Composite Enterprise
Web Services Performance & Applications
Scalability
Developer & Community
Tools

The Mashery Advantage
Mashery
Time-to-Market

Mashery Web Services
Dashboard
Mashery Web Services Marketplace
Cost

Mashery Web Services Proxy,
Services & Tools
Mashery WS Server
Mashery WS Server
Mashery WS Server
Distribution Channel
Security & Access Control 
Metering, Metrics &
Management &
Management

Maintenance
Web Services Performance &
Scalability
Focus
Developer & Community Tools


Mashery-powered Developer Community Site
Everything we do is “white label” - skinned in the look and feel of our clients. It is
THEIR infrastructure. Developer management tools include comprehensive
developer portal, with documentation, blog, forum and content mgmt.

Mashery-powered API Infrastructure Management
The developer portal ties into the api key issuance and back-end
developer management dashboard, where the business team
can control access and rules on a key-by-key basis.

Mashery API Reporting System

Mashery API Reporting System

Mashery API Reporting System

Mashery API Reporting System

Mashery API Reporting System

Web Services Distribution and The Long Tail
The Head
• # Partners: < 100
• High-touch partner management
• Customized revenue sharing deals
The Shoulder
Revenue Potential
• # Partners: Thousands
• High-touch management not justified by revenue potential
• Expensive to find and qualify prospects
The Long Tail
• # Partners: Tens of Thousands
• No commercial incentive, so no willingness to pay
• Many will move to the shoulder…but which ones?
Site Rank

Mashery API Infrastructure and The Long Tail
The Head
• # Partners: < 100
• Formal contract with each partner
• Mashery metrics and reporting
The Shoulder
Revenue Potential
• # Partners: Thousands
• Business terms managed by Mashery dashboard
• Mashery Dashboard management and metrics
The Long Tail
• # Partners: Tens of Thousands
• Limited license, attribution link required
• Mashery-powered Self-service provisioning
Site Rank

Typical API Channel Management
50-100 Inquiries per day
Self-provision with limited access
Attribution link and branding
5-10 Approvals per day
Increased allowance
“Watch list”
1-2 well
qualified
partner
discussions per
day
API Management is a
Business, not a Technical,
function

Representative Mashery Customers

Mashery On-Demand API Infrastructure
• Immediate, secure deployment
• No up-front setup cost
• First-year savings of over 90% vs in-house solution
• Manage your developer partners as a distribution
channel
• Keep your internal development resources focused on
building YOUR product, not infrastructure available as a
service
• Scale rapidly and securely to meet any level of demand
“Undifferentiated heavy lifting…”

Hmmmm,
sounds like
another service
I’m familiar
with…

Thanks to Amazon
Web Services…
• Virtually no Capex
• 50% less capital needed
• Concept to Revenue in 9 months
• No need to overprovision
• Focus and quality of life
• Major customers trust a small startup
• Better and more reliable code

Oren Michels
CEO
oren@mashery.com