Unlock your Digital Content & Expand beyond your Website


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You're struggling to increase your customers/users base?
You're spending tons of money on SEO and SEM?
You've heard of web services and API but don't really know what it is about?

Discover the added-value of APIs and of managing it: make your digital content ubiquitous!
Understand the API business case thanks to the Wine.com success story.

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Unlock your Digital Content & Expand beyond your Website

  1. 1. Unlock your digital content and services & expand beyond your website The benefits of opening and managing your API November 18 th , 2009 3scale networks A New Generation of Internet Business
  2. 2. Agenda <ul><li>How to unlock your digital content/services? </li></ul><ul><li>The importance of API management </li></ul><ul><li>Wine.com success story </li></ul><ul><li>The 3scale solution </li></ul><ul><li>Q&A </li></ul>Guillaume Balas, VP Sales & Marketing <ul><li>Senior strategy consultant with Oliver Wyman, focus on business dev., strategic planning and operations management in the IT and Telecom sectors </li></ul><ul><li>MBA from ESADE Business School, Barcelona, Spain </li></ul>Martin Tantow, Co-founder <ul><li>Senior strategy consultant (Oliver Wyman/Mercer) and strategic alliance manager (T-Mobile). He built his first company in 1999. </li></ul><ul><li>MBA, Univ. of Munich, School of Management Germany </li></ul>Bill Clifford, Director Software Dev. at Wine.com <ul><li>Worked in a variety of fields within Information Technology. From network administration to enterprise software development, he has experienced a bit of everything that goes on within an IT dpt. </li></ul><ul><li>BSEE in Electrical Engineering frin University of Michigan, Michigan, USA </li></ul>
  3. 3. How do you reach your users/clients? Digital Content & Services Reach Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe Lost business opportunities Web Site Online Population <ul><li>Limited reach </li></ul><ul><li>Lost business opportunities </li></ul><ul><li>Limited brand awareness </li></ul><ul><li>Web scraping risks </li></ul><ul><li>Important SEO and SEM costs </li></ul>
  4. 4. Develop a distributed web strategy… Digital Content & Services Extended Reach Reach Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe … and make your content/services ubiquitous APIs unlock new distribution channels and unleash the power of your web service and online business. Web Site 3 rd Party Apps Widgets Gadgets Badges Social Network Apps (Facebook, Opensocial..) Mobile Apps (iPhone, Android) Web services / open API non-visual services Online Population
  5. 5. But… Would you launch your website without analytics? Would you let anybody access your content and services without knowing who they are? Would you like to provide your customers with the best experience/service? Would you give your content/services all for free?
  6. 6. Managing your API is important Control access Identify users Secure your web service Control traffic Manage violations
  7. 7. And brings considerable benefits Promote innovation Focus on your core business Develop new revenue streams = Develop brand awareness Drive syndication
  8. 8. For some, API is at the earth of their strategy “ The API which has easily 10 times more traffic than the website, has been really very important to us.” Biz Stone (co-founder, Twitter) “ 60% of all listings on eBay are added via their API’s – and eBay services over 6 billion API calls per month” John Musser (Programmable Web) “ Revenues increased by 86% ” John Musser (Programmable Web) “ $7bn worth of items on eBay through APIs” Mark Carges (Ebay CTO)
  9. 9. For others, API is an important key success factor “ 40% of Salesforce revenue comes from external sites (API), not their own webite” John Musser (Programmable Web) “ In January 2008, Salesforce.com was cumulating 24 billion API calls to date since its creation” Dan Farber (ZDNet) “ The adoption of Amazon's Web services is currently driving more network activity than everything Amazon does through their traditional Web sites.” Jeff Bar (Amazon evangelist) / Dion Hinchcliffe (Journalist)
  10. 10. And for many, API is key to their business … .
  11. 11. Wine.com: a success story
  12. 12. <ul><li>We have unique data to offer the developer community. </li></ul><ul><ul><li>Over 10 years of structured wine info. </li></ul></ul><ul><li>The digital landscape is changing. More platforms for presenting data from the web. </li></ul><ul><ul><li>API will allow us to take advantage of new digital channels without additional IT resources </li></ul></ul><ul><li>Opportunity to create Brand Awareness. </li></ul><ul><li>E-retailers are embracing mobile </li></ul>Why develop an API ?
  13. 13. <ul><li>Wanted to go with the “freemium” model . </li></ul><ul><ul><li>Give most data away for free. </li></ul></ul><ul><ul><li>If developer wants full access, we ask them to contact us (still free access for now). </li></ul></ul><ul><li>We did not want to build administrative tools . </li></ul><ul><li>3scale provided the tools we needed, at the price we could afford . </li></ul><ul><li>Integrating 3scale into our code base was extremely easy . </li></ul><ul><ul><li>Roughly a week of developer time to complete the integration. </li></ul></ul>Our approach
  14. 14. <ul><li>Have roughly 180 registered users . </li></ul><ul><li>Roughly 10 of these users are active . </li></ul><ul><li>Common Uses: students working on class projects, web and mobile applications, personal use. </li></ul><ul><li>Users have demonstrated interest to build for web, iPhone, Android, Windows Mobile and Palm Pre. </li></ul><ul><li>Applications range from educational to revenue driving through affiliate model . </li></ul>What we’ve learned
  15. 15. 3scale’s API Mgt. solution <ul><li>Track account sign-ups </li></ul><ul><li>Monitor account usage </li></ul><ul><li>Track method usage in calls </li></ul>Monitoring & Analytics <ul><li>Content management for API documentation </li></ul><ul><li>Flexible forums, blogs and other community tools </li></ul>Developer portal <ul><li>Usage limitations by methods </li></ul><ul><li>Contract management </li></ul><ul><li>API traffic filtering </li></ul>Management & Access Control Billing & Payment <ul><li>Pre- and post-pay </li></ul><ul><li>Usage plans configuration </li></ul><ul><li>Set pricing rules according to metrics </li></ul><ul><li>Receive monthly settlement </li></ul>
  16. 16. <ul><li>Configure your API plans and set up metrics and limits </li></ul>Management & Access control
  17. 17. <ul><li>Number of hits per user/day </li></ul>Number of hits per method Monitoring & Analytics
  18. 18. <ul><li>Create plans with different features and prices </li></ul>Configure your pre-payment/post-payment infrastructure Billing & Payments
  19. 19. <ul><li>Integrate the full CSS of your corporate website </li></ul>Configure the look and feel of your developer portal with our editing tools Developer Portal
  20. 20. 3scale’s added value for your business Time to Market <ul><li>Fast and easy deployment: couple of weeks versus some months, sometime a year. </li></ul>Expertise <ul><li>Technical expertise </li></ul><ul><li>Business expertise </li></ul><ul><li>Benefit from industry best practices </li></ul>Cutting-Edge <ul><li>Benefit from latest technical innovations based on the industry standards. </li></ul>Flexibility <ul><li>Transform API provision into a business development function. </li></ul><ul><li>1 unique partner to deal with </li></ul><ul><li>Allows focusing on core business. </li></ul>Cost <ul><li>Monthly license fee versus cost of: </li></ul><ul><li>- development </li></ul><ul><li>- ongoing maintenance </li></ul><ul><li>- opportunity </li></ul>Market Reach <ul><li>Benefit from the “Network effect”: </li></ul>API users API providers
  21. 21. With 3scale’s solution… <ul><ul><li>1. Take the control of your online digital content and services </li></ul></ul>2. Empower your business development 3. Increase your Internet reach and revenues Unleash the Power of your API !
  22. 22. Companies that have chosen 3scale’s solutions
  23. 23. Q&A
  24. 24. THANK YOU! Feel free to contact us: Martin Tantow [email_address] Guillaume Balas [email_address] Get started with a FREE trial account: http://www.3scale.net/signup/new