Understanding the API Economy - How Your Business Can Benefit from APIs

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One of today's hottest technology trends is around the rise of the API economy. The growth in the number of available APIs is enabling application developers with unprecedented opportunities to access new services and platforms to rapidly create new economic opportunities. But not all APIs are created equal. Despite increasing API availability, there are still challenges that need to be considered before deciding to use one.

Whether you’re a developer currently leveraging APIs, or a business owner looking to gain a better understanding of what resources are available to you, Randy and Adam will provide you with the takeaways you need to succeed in an ever-changing market.

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  • Danny/Jillian will intro
  • Danny/Jillian will cover the housekeeping items
  • Danny/Jillian will do SendGrid overview
  • Danny/Jillian will do SendGrid overview
  • Hand over to Katie and Ali
  • http://www.flickr.com/photos/claire69/5578893436/
  • Hand over to Katie and Ali
  • Understanding the API Economy - How Your Business Can Benefit from APIs

    1. 1. Understanding the API Economy: How Your Business Can Benefit From APIs Presenters: Randy Heffner Forrester Research Adam DuVander SendGrid Date: 12/11/13
    2. 2. Housekeeping • ReadyTalk Conference Tools Console o • View in Full Screen Mode. Questions for Randy and Adam o o o • Ask questions by using the CHAT function. We will answer as many questions as possible. Those that we don’t get to, we’ll cover in a follow up blog post. When the presentation begins, you will see the chat box as a floating window to use at any time. Follow Up o You will get an email with a link to the recording and a copy of all slides.
    3. 3. Company Overview • Founded July 2009 $27M venture capital raised Series B closed Jan 2012 • TechStars graduate (Boulder, CO) • 180 employees across 4 offices – Boulder & Denver CO – Anaheim, CA – Romania Angel investors include: -Scott Petry (Founder, Postini) -Matt Mullenweg (Founder, Wordpress) 3
    4. 4. Delivering Email at Scale • Serving 100,000+ customers • Sending over 10 billion emails per month • Transactional and marketing email solutions 4
    5. 5. Today’s Speakers Randy Heffner Vice President and Principal Analyst, Forrester Research @BizTech21 Adam DuVander Director of Developer Communications, SendGrid @adamd
    6. 6. Understanding the API economy: How your business can benefit from APIs Randy Heffner, Vice President & Principal Analyst December 11, 2013
    7. 7. Amazon’s kick start for the API economy APIs The Big Switch: • Amazon doesn’t choose its partners, its partners choose Amazon © 2013 Forrester Research, Inc. Reproduction Prohibited 7
    8. 8. The social world gave APIs a name © 2013 Forrester Research, Inc. Reproduction Prohibited 8
    9. 9. Forget Facebook, here’s who has an API now © 2013 Forrester Research, Inc. Reproduction Prohibited 9
    10. 10. For providers, APIs reorient business design Traditional business Open business Business Business Customers Ecosystems Channels Partners Efficiency © 2013 Forrester Research, Inc. Reproduction Prohibited Where design for external integration begins Relationships Connections Leverage 10
    11. 11. For consumers, APIs open new opportunities © 2013 Forrester Research, Inc. Reproduction Prohibited 11
    12. 12. Four major categories of APIs Wide-open to innovation Tech-savvy consumers Web site developers Value-add innovators Digital disruptors Digital experiences 1 (mobile, web, etc.) 3 Optimized business Build product ecosystems Enterprise customers Distribution partners Open web APIs Enterprise customers Suppliers 2 B2B APIs Tech-savvy consumers Product ecosystem 4 Product APIs Products Internal APIs (software, physical products, services) Enterprise applications / core infrastructure (custom, off-the-shelf, cloud, on-premise) API provider © 2013 Forrester Research, Inc. Reproduction Prohibited Provider’s products 12
    13. 13. Purpose and function drive API types © 2013 Forrester Research, Inc. Reproduction Prohibited 13
    14. 14. Alternate API types fit special contexts © 2013 Forrester Research, Inc. Reproduction Prohibited 14
    15. 15. APIs & SOA: The same, only different › The same: • Both can use REST and SOAP • Both serve internal and external scenarios • Both need — and can share — strong service platforms › Different: • Open Web APIs create new requirements for external integration • External APIs can be products in their own right • APIs expand the scope of functionality beyond SOA © 2013 Forrester Research, Inc. Reproduction Prohibited 15
    16. 16. Yesterday: An enterprise SOA platform Incoming business service requests Business service interfaces Service life-cycle mgt Service creation and change Service mediation Service management Service integration Service implementation To development life-cycle management To enterprise data & content platforms To enterprise IT & ID management Source: May 2008, “Defining Your SOA Platform Strategy” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 16
    17. 17. Today: An enterprise service platform Incoming API and SOA service requests Product Developers managers Service interfaces API management Service life-cycle mgt Service creation and change Service mediation Service management Service integration Service implementation To development life-cycle management © 2013 Forrester Research, Inc. Reproduction Prohibited To enterprise data & content platforms To enterprise IT & ID management 17
    18. 18. Selecting an API provider © 2013 Forrester Research, Inc. Reproduction Prohibited 18
    19. 19. Forrester’s recommendations Drive API innovation – as consumer and provider • • • • Don’t reinvent the wheel Connect across your ecosystem Crack your business wide open Ride someone else’s success Architect carefully for top-notch API operations • Understand and design around latency and transactions • Monitor, manage, and be ready to scale Enter the age of digital business • Focus on business design and agility • Provision business capabilities with flexibility and speed
    20. 20. Thank you Randy Heffner rheffner@forrester.com @BizTech21
    21. 21. Build Your Business on APIs Adam DuVander Developer Communications Director @adamd
    22. 22. Your Typical Developer Claire Thompson
    23. 23. Pareto Principle “80% of the effects come from 20% of the causes”
    24. 24. Pareto-as-a-Service APIs and Cloud Services
    25. 25. Pareto-as-a-Service What makes your app special APIs and Cloud Services
    26. 26. Infrastructure
    27. 27. Email as Infrastructure
    28. 28. Email • • • • • Web API SMTP API Marketing Email API Event Webhook Inbound Parse Webhook
    29. 29. Email in Any Language
    30. 30. Hacking SMTP “category”: [ “trial_users”, “daily_digest” ] “unique_args”: { “sub”: { “%name%”: [“Rick”, “Roll”] } “user_id”: “12345”, “order_num”: “67890” }
    31. 31. Email Marketing Robust API for all features
    32. 32. Event Notifications Webhook
    33. 33. Event Storage
    34. 34. Inbound Parse Webhook EMAIL POST Including attachments
    35. 35. Inbound Use Cases
    36. 36. You Already Have an API
    37. 37. Is It Valuable to Others? Your API(s)? Your app(s) Other APIs and Cloud Services
    38. 38. Learn More SendGrid’s Event Webhook Guide Webcast: The Developer’s Toolbox: Free APIs Every Developer Needs To Know About SendGrid.com/blog
    39. 39. Questions?

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