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Two Ton API Client

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Twitter users are generating 110 million tweets per day. Between 8pm & 10pm local time in the US, 20% of all Internet traffic is driven by one company: Netflix. …

Twitter users are generating 110 million tweets per day. Between 8pm & 10pm local time in the US, 20% of all Internet traffic is driven by one company: Netflix.

Interestingly, most of the traffic for Netflix and Twitter does not come from the Web browser. Twitter has more than 300,000 registered applications running on devices of all shapes and sizes. Netflix streams content to the iPhone, Nintendo Wii, Playstation, iPad and many others.

All of this innovation is driven by devices - often mobile devices - accessing web APIs. Web APIs, Application Programming Interfaces, allow computers to talk directly with one another. It's how the Nintendo Wii talks to the Netflix server. It's how an iPhone App, like TweetDeck, talks to the Twitter server.

As we enter the golden age of web APIs, we have to ask: what does all this mean for one of our biggest mobile devices, the car?

In this ignite session, we'll explore what is possible when we imagine the automobile as a two ton web API client.

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  • the Netflix device slide is from Michael Hart's presentation on API Strategy Evolution at Netflix http://www.slideshare.net/michaelhart2/api-strategy-evolution-at-netflix
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  • Hi, I’m Brian Mulloy with Apigee.\n\nThis is a studio version of my session at Ignite Automotive 2 at the Walter P. Chrysler Museum in Detroit: \n\nTwo Ton API Client\n\nAs we enter the golden age of web APIs and apps: what does it all mean for our biggest mobile device, the automobile?\n\n\n
  • between 8pm & 10pm local time there are more people online than any other time of day.\n\nsomethings change, somethings stay the same: prime time is still prime time.\n\n20% of the downbound web traffic during prime time comes from one company:\n\n(pause)\n\nnetflix\n
  • netflix has fantastic content, a great brand and responsive customer service.\n\nyet, a big part of their success has come from an aggressive device strategy.\n\nyou can watch netflix on your iphone, ipad, nintendo wii, xbox, play station, you name it.\n\nthere are over 300 netflix ready devices.\n
  • meanwhile, people create more than 110 million tweets every day on twitter.\n\nand that number is growing. and it’s growing all over the world.\n\ninterestingly many of these tweets are not created or read on twitter’s website.\n\nin fact, they're not created with a web browser at all.\n\n
  • twittering is often done on apps like tweetdeck, ubertweet and cotweet.\n\nwhatever your device or skill level or personality or sense of style...there is probably an application that suits you best.\n\ntwitter has over 300,000 registered applications.\n\nand that number is growing too\n
  • on superbowl sunday we watched a commercial \n\nwhere a young man hops in his car after a date and \n\nas he’s cruising down the road, \n\nhe nervously asks OnStar to check his Facebook news feed\n\nthe text to voice feature starts reading him the status updates and he’s all smiles \n
  • all of this is made possible by a technology called an API:\n\nor Application Programming Interface\n\nAPIs allow iPad apps to talk to Netflix\nAPIs allow blackberry apps to talk to Twitter\nAPIs allow OnStar to talk to Facebook.\n\n
  • Robert Scoble, a widely-read technology blogger, wrote that\n\nthe web of the past was all about pages.\n\nbut 2010 is the:\n\n“get rid of the pages and glue APIs and people together”\n\nera.\n\nSo, how did we get here?\n
  • the second-most important event that led to the API era \n\nhappened on January 9th, 2007 at a huge, highly-anticipated conference at moscone center in San Francisco.\n\nSteve Jobs introduced the iPhone.\n\nIt was inspiring.\n\nAnd for some it helped solidify the vision of the connected car.\n
  • aside from significant differences in curb weight and operating speed\n\nthe iphone and the car are similar computing platforms:\n\nthey’re both packed with interesting sensors: the car even more than the phone\n\nand they both provide access to device & web APIs.\n\n
  • back in 2007, even with all this inspiring technology on the iphone, there was something missing.\n\nsomething very important.\n\n(pause)\n\na business model.\n\napp developers were building apps because they thought they were cool. but, they weren’t making money on them.\n\ni order to usher in a new era, we still needed something big.\n
  • then on march 6th, 2008, over a year after the iPhone launch, at a small, humble event on Apple’s campus\n\nthe era of the API economy began.\n\nwith grand gestures steve jobs said every developer: big to small would be able to put his app in front of every iPhone customer. \n\nhe then introduced the app store.\n\ngame on!!\n\n\n
  • it’s party time. \n\ndevelopers were already inspired by the technology, but they started hearing stories of people living with mom making $200,000 from an app.\n\ntoday there have been more than 10 billions downloads from Apple’s app store.\n\na new wave of value & wealth creation is well underway.\n\n\n
  • this is the value chain of the API economy. \n\nthe key point is that application developers are kingmakers: they decide the fate of platforms.\n\ntoday they’re building apps for iphone, android, microsoft...\n\n(pause)\n\nbut why aren’t they building apps for cars? the car is a brilliant mobile computing platform.\n\n
  • we’re in transition\n\non one hand, we have people who loved growing up playing with their cars, but find today’s technology too complex.\n\non the other, we have people who understand the technology but don’t love playing with their cars.\n\nso, everybody’s sitting on the bench.\n\nthere’s a huge opportunity here. what’s in the way?\n
  • risk. the CNN moment.\n\na hacker unlocked every Toyota in America last night.\n\nor a Chrysler app distracted a driver & sent our two-ton API client through a house\n\nthe argument is car apps are different. and they are.\n\nbut twitter has risk too. one hijacked tweet from one twitter account could lead to a civil uprising or even war.\n\n
  • so, how do we get there?\n\nhere’s a pattern we’ve observed across APIs that mitigates risk:\n\nstart internally, then work with strategic partners and after you’ve learned the big lessons, then open up your API to app developers\n\nthere are exceptions, in the auto industry the first 2 steps are often reversed with partners leading the way.\n\n
  • some companies are already on the third phase, dabbling with an open platform.\n\nI’m looking around thinking now’s the time to go all in.\n\nif one carmaker gets a head start building a community of car app developers and succeeds they will have a competitive advantage that other carmakers will have a very difficult time overcoming.\n\n\n
  • every car company will have a strategic reaction to the API economy:\n\nthey’ll either pursue a technology-oriented vision, building connected cars the way they’ve built other cars\n\nor \n\nthey’ll pursue a people-oriented vision, cultivating application developers, whose creativity will delight connected-car buyers\n\nthe right choice? it’s about people.\n
  • Ryan Sarver is the director of Twitter’s API & developer platform. He’s also a Detroiter, a Cranbrook alum. in preparing for today I asked him an open-ended question: any thoughts about APIs & cars?\n\nhis key points: \nAPIs transform cars into software platforms\ncars are well positioned to be among the most valuable developer platforms\n- and importantly -\nit’s not about the tech\nit’s about the people\n\n\n
  • here’s the future choice put another way. which hockey team would you rather coach:\n\none focused on technology: better skates, sticks, pads...\n\nor \n\none that completely changes the rules: everyone off the bench, 3 periods of 18 on 5 power play w/ two goalies?\n\ninstead of just Android Application Developers and iPhone Developers I hope we see an era of Ford Developers, VW Developers, OnStar, Nissan, Chrysler developers... \n\nthank you\n\n
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Transcript

  • 1. Two Ton API ClientIgnite Automotive 2@igniteautoWalter P. Chrysler MuseumAuburn Hills, MIFebruary 8, 2011 Brian Mulloy @landlessness Apigee @apigee
  • 2. 20%
  • 3. 110M
  • 4. The Next Web
  • 5. Superbowl Sunday, 2011 YouTube
  • 6. “ Robert
Scoble Author
of
tech
blog
Scobleizer
  • 7. January 9th, 2007MacWorld, San Francisco
  • 8. Device APIs Device APIs• GPS, accelerometer, phone call, • GPS, accelerometer, phone call, microphone, text-to speech, speech microphone, text-to speech, speech recognition, ... recognition, ... • Yaw, PRNDL state, tire pressure, oil temp, fuel, odometer, ...Web APIs Web APIs• Twitter, Facebook, Netflix, ... • Twitter, Facebook, Netflix, ...Device-to-Device Device-to-Device• Multi-player games • In-vehicle accommodationOperating Speed Operating Speed• 0 mph • 70 mph (K. Venkatesh Prasad, Ford)Curb Weight Curb Weight• 4.8 ounces • 3,559 lbs
  • 9. $?
  • 10. March 6th, 2008Apple HQ, Cupertino
  • 11. Nick, Programmerman“ Developers, developers, developers, developers, developers, developers, developers, ... Steve
Ballmer CEO,
Microso= Detroit
Country
Day
’73
  • 12. Application Developer App World of APIPerson Application API Store APIs Team
  • 13. A.Y. Owen, Boys With Their First Car, 1957
  • 14. Internal Partner OpenDevelopment Development DevelopmentMeet demand for mobile & Deliver on backlog of business Inspire worldwide community ofsocial apps: iPhone, iPad, development opportunities. application developers to create newAndroid, facebook, Twitter profit opportunities.
  • 15. Connected Developer Car Community ? orTechnology People
  • 16. “ APIs make cars a software platform, not just a hardware platform. That is where the high velocity innovation is going to happen. Running a platform is like running a small town. A lot of it is about governance and policies -- very little is about the tech. The most valuable platforms provide a large audience + user acquisition or unique data. Cars have the potential to offer both. Ryan
Sarver
@rsarver Director,
TwiGer
API
&
PlaKorm Cranbrook
’98
  • 17. People! kevinyezbick
  • 18. Special ThanksDion RichterNissan, Senior Project EngineerJulius Marchwicki@idamasterFord SYNC, Product ManagerDoug Mutart@dlmutartGM OnStar, Chief ArchitectDave RobinsIntrepid Control Systems, Founder & PresidentRyan Sarver@rsarverTwitter, API & Developer Platform
  • 19. THANK YOU Brian Mulloy @landlessness brian@apigee.com +1.313.718.1701