API as a Product - SXSW 2012

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Most APIs support a company's product, like how a variety of applications can access Twitter content. There's a new breed of API that isn't supporting a product, but instead supporting the entire …

Most APIs support a company's product, like how a variety of applications can access Twitter content. There's a new breed of API that isn't supporting a product, but instead supporting the entire business. In these cases, the API is the product and the product helps developers solve a problem, which means developers are happy to pay. Mashery enables companies to offer their paid data as a service product. Twilio helps developers write voice and SMS applications. Urban Airship specializes in push notifications and geographic databases. SendGrid makes sure transactional emails make it to their recipients. The panel will discuss dos, don'ts and opportunities for this new type of API-based company.

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  • 1. Platform is the New Product Delyn Simons #sxsw #apibiz @mashery @delynator March 2012
  • 2. #sxsw
  • 3. API as a Product3
  • 4. Partnering with Developers
  • 5. 5 Things Developers Hate about Your API• Restrictive Terms of Service• Unsupported Docs/Code Samples• First API call > 5 minutes• NOT Your Outsourced QA team• Deprecate with little/no notice #sxsw #apibiz @delynator @mashery
  • 6. At Comcast, it used to take 6 to 8 months to share resources to make great digital experiences. Now? 30 minutes. New apps with CodeBig 3,600+ affiliatesadvanced viewing integration platform features TV programs movies subscriber info channel info listings cable box info “With Mashery, we can scale.” Agustin Schapira, Principal Architect, Comcast
  • 7. USA TODAY deployed #1 iPad, Kindle Fire news apps and get on multiple platforms, millions of devices. Scaling partnerships is faster and easierMobile apps on millions • 700+ distribution of devices partners • 15 private APIs • Partner on-boarding from months to minutes new articles census data photos movie reviews Engagement of public book lists developers sports salaries • 9 public APIs • Commercial use OK • Hackathons “Our API is a platform for being wherever customers want our content.” Erik Bursch, Director of Operations, Content Systems, USA TODAY
  • 8. Best Buy’s API saves millions of dollars in development. 100s of affiliate partners New web features &mobile apps product info commerce store info store inventory reviews timely offers mobile upgrade “The API saved us over $1.5 million and many months when deploying new features and partnerships.” Kumar Kandaswamy, Sr Director, Emerging Platforms, Best Buy
  • 9. Platforms and Pivots #sxsw #apibiz @delynator @mashery
  • 10. Platforms and Partners #sxsw #apibiz @delynator @mashery