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ca Securecenter 
The API Opportunity: 
Crossing the Digital Divide 
Matt McLarty 
SCX14E #CAWorld 
Vice President of the API Academy 
CA Technologies
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© 2014 CA. ALL RIGHTS RESERVED. 
1997 
It’s 1997 …
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 … 
Image taken from the Internet Archive -https://web.archive.org/web/19971010005719/http://www17.netscape.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 … 
Image taken from the Internet Archive -https://web.archive.org/web/19971211190429/http://www.lycos.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 … 
Image taken from the Internet Archive -https://web.archive.org/web/19970313191726/http://www.ge.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 … 
Image taken from the Internet Archive -https://web.archive.org/web/19970306101601/http://www.att.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 … 
Image taken from the Internet Archive -https://web.archive.org/web/19970204030140/http://www.exxon.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 … 
Image taken from the Internet Archive -https://web.archive.org/web/19970412041354/http://www.kmart.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
It’s 1997 for Web APIs! 
It’s 1997 …
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© 2014 CA. ALL RIGHTS RESERVED. 
What is a “Web API”? 
Technical Definition 
•A network-addressable (usually by HTTP) interface that enables state transfer of data representations 
Practical Definition 
•A way of exposing business data and services for use by mobile devices, social networks, cloud-based systems or any other software 
•The communication vehicle for the “browserlessWeb”
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© 2014 CA. ALL RIGHTS RESERVED. 
Websites in 1997 
APIs in 2014* 
Small set of API expertise 
Documentation- dependent/linkless 
Data-driven, not task-oriented 
Highly-adopted beneath the surface 
Small devpopulation, new languages 
Static content /rigid 
Informational, not actionable 
Highly-adopted on the surface 
Websites vs APIs: A Point-in-Time Comparison
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© 2014 CA. ALL RIGHTS RESERVED. 
0.00 
10000.00 
20000.00 
30000.00 
1 
4 
7 
10 
13 
Series1 
Growth of the Web since 1997
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© 2014 CA. ALL RIGHTS RESERVED. 
What was that “*” for?
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© 2014 CA. ALL RIGHTS RESERVED. 
The Web Today 
Image courtesy of Wikimedia Commons - http://upload.wikimedia.org/wikipedia/commons/c/ c3/Internet_map_4096.png
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© 2014 CA. ALL RIGHTS RESERVED. 
Alignment & Usefulness 
Engagement & Usability 
Scalability & Evolvability 
Manageability & Security 
The 360 Degree Perspective on APIs
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© 2014 CA. ALL RIGHTS RESERVED. 
API Attributes –Alignment & Usefulness 
How can I align the APIs I introduce with my business goals? 
Do I have funded projects that could benefit from APIs? 
How do I ensure the APIs I introduce enable future value? 
What are the gaps in my industry that can be exploited through APIs? 
Who are the disruptors in my industry and how are they using APIs? 
How can I continually maintain alignment and extract more value from my APIs?
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© 2014 CA. ALL RIGHTS RESERVED. 
Amazon.com 
http://www.amazon.com/The-Everything-Store- Bezos-Amazon-ebook/dp/B00BWQW73E
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© 2014 CA. ALL RIGHTS RESERVED. 
Amazon: What’s in a Name? 
From the Daily Mail -http://www.dailymail.co.uk/sciencetech/article-2088445/The-worlds-browsing- prehistory-The-home-page-Amazons-1994-home-page-TheFacebook-Google-things-changed.html
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© 2014 CA. ALL RIGHTS RESERVED. 
A Balanced Vision 
“We don’t make money when we sell things. 
We make money when we help customers make purchase decisions.” 
Idealism 
Pragmatism
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© 2014 CA. ALL RIGHTS RESERVED. 
A 360-Degree View 
Amazon 
Consumers 
Suppliers 
Competitors 
Referrers
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© 2014 CA. ALL RIGHTS RESERVED. 
The Open Approach 
Cloud 
LOBs 
Crowd 
APIs
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© 2014 CA. ALL RIGHTS RESERVED. 
Amazon & APIs 
Mandate to Amazon developers: 
•Data and functionality will only be exposed through APIs. 
•APIs must be designed for use by external developers. 
•If you don’t do this, you will be fired. 
-Paraphrased from Jeff Bezos memo, c. 2002 
http://apievangelist.com/2012/01/12/the-secret-to-amazons-success-internal-apis/
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© 2014 CA. ALL RIGHTS RESERVED. 
Amazon APIs 
http://developer.amazon.com/
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© 2014 CA. ALL RIGHTS RESERVED. 
Amazon Progression 
Online retail of books 
Resell books 
Reinvent the book (Kindle) 
Extend the reinvented book (Kindle Fire) 
Resell anything (Marketplace) 
Fulfill anything 
Online retailer of anything 
Personalized online retailer 
Online identity 
Online retail platform 
Online payments 
Online platform (AWS)
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© 2014 CA. ALL RIGHTS RESERVED. 
Amazon Web Services 
Amazon Web Services and the Amazon Web Services logo are registered trademarks of Amazon.com, Inc., used with permission.
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© 2014 CA. ALL RIGHTS RESERVED. 
AWS and the Big Picture
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© 2014 CA. ALL RIGHTS RESERVED. 
How big is AWS? 
http://readwrite.com/2013/11/20/amazon-web-services-business-worth-50-billion-by-2015-analyst-projects
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© 2014 CA. ALL RIGHTS RESERVED. 
AWS Expansion 
“… each day AWS adds server capacity equivalent to what Amazon had when it was a US$7bn company back in 2003.” -ZDNet
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© 2014 CA. ALL RIGHTS RESERVED. 
Where next? http://www.technobuffalo.com/2014/11/05/pay-with-amazon-offers-prime-benefits-on-other-sites/ 
http://www.theguardian.com/technology/2014/nov/05/amazon-fire-phone-failure 
http://www.washingtonpost.com/lifestyle/style/jeffrey-bezos-washington-posts-next-owner-aims-for-a- new-golden-era-at-the-newspaper/2013/09/02/30c00b60-13f6-11e3-b182-1b3bb2eb474c_story.html
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© 2014 CA. ALL RIGHTS RESERVED. 
World Domination? (just kidding) http://www.rockcitytimes.com/walmart-install-mini-surface-air-missiles-store-roofs-shoot-amazon-drones/
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© 2014 CA. ALL RIGHTS RESERVED. 
Lessons from Amazon 
Envision 
Focus 
Disrupt 
Iterate 
Persist 
Broaden
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© 2014 CA. ALL RIGHTS RESERVED. 
API Attributes –Engagement & Usability 
Who are the intended and expected consumers of my APIs? 
Who are the developers that will build clients for my APIs? 
How do I attract and retain the right consumers and developers? 
How do I factor my API consumer needs into my API design? 
How do I continually enhance the developer experience (DX) for my API? 
What tools does my developer community need to help them use my API?
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© 2014 CA. ALL RIGHTS RESERVED. 
Twilio
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© 2014 CA. ALL RIGHTS RESERVED. 
Twilio–The Product
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© 2014 CA. ALL RIGHTS RESERVED. 
Twilio–The Market 
Lots of competition in the communication API marketplace
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© 2014 CA. ALL RIGHTS RESERVED. 
How Did TwilioSucceed? 
Focus on usability 
Aggressive Marketing 
First Mover Advantage
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© 2014 CA. ALL RIGHTS RESERVED. 
API Usability Metrics @ Twilio 
Developer registrations 
TTHW (Time to “Hello World”) 
Developer discussions
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© 2014 CA. ALL RIGHTS RESERVED. 
API Attributes –Scalability & Evolvability 
What factors will affect the design time scalability of my APIs? 
What about runtime? 
How should I version my APIs? 
What are the technology trends I need to consider for my APIs? 
What are the organizational constraints that will affect my success? 
How can I leverage my existing assets for APIs?
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© 2014 CA. ALL RIGHTS RESERVED. 
API Attributes –Management & Security 
What operational metrics do I need for my APIs? 
What business metrics do I need for my APIs? 
How can I use these metrics to increase business agility? 
How can I control access to my APIs without putting up new barriers? 
Who are the principals involved in my APIs and how can I protect privacy? 
What new threats do I need to protect against for APIs?
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© 2014 CA. ALL RIGHTS RESERVED. 
Alignment & Usefulness 
•API Roadmap and Project Cross Reference 
•Organizational Model 
•API Business Models and Business Cases 
Engagement & Usability 
•Developer Program 
•API and DX Design Principles 
•API Consumer Toolkits 
Scalability & Evolvability 
•API Architecture Standards 
•API Development and Deployment Methodology 
•Technology Roadmaps 
Manageability & Security 
•API Analytical Requirements 
•API Security Specifications 
•API Management Platform 
Putting API360 into Action
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© 2014 CA. ALL RIGHTS RESERVED. 
Thank You! 
http://apiacademy.co
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© 2014 CA. ALL RIGHTS RESERVED. 
For More Information 
To learn more about Security, please visit: 
http://bit.ly/10WHYDm 
Insert appropriate screenshot and textoverlayfrom following“More Info Graphics” slide here; ensure it links to correct page 
Security
43 
© 2014 CA. ALL RIGHTS RESERVED. 
For Informational Purposes Only 
© 2014CA. All rights reserved. All trademarks referenced herein belong to their respective companies. 
This presentation provided at CA World 2014 is intended for information purposes only and does not form any type of warranty. Some of the specific slides with customer references relate to customer's specific use and experience of CA products and solutionssoactual results may vary. 
Terms of this Presentation

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The API Opportunity: Crossing the Digital Divide

  • 1. ca Securecenter The API Opportunity: Crossing the Digital Divide Matt McLarty SCX14E #CAWorld Vice President of the API Academy CA Technologies
  • 2. 2 © 2014 CA. ALL RIGHTS RESERVED. 1997 It’s 1997 …
  • 3. 3 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 … Image taken from the Internet Archive -https://web.archive.org/web/19971010005719/http://www17.netscape.com/
  • 4. 4 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 … Image taken from the Internet Archive -https://web.archive.org/web/19971211190429/http://www.lycos.com/
  • 5. 5 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 … Image taken from the Internet Archive -https://web.archive.org/web/19970313191726/http://www.ge.com/
  • 6. 6 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 … Image taken from the Internet Archive -https://web.archive.org/web/19970306101601/http://www.att.com/
  • 7. 7 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 … Image taken from the Internet Archive -https://web.archive.org/web/19970204030140/http://www.exxon.com/
  • 8. 8 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 … Image taken from the Internet Archive -https://web.archive.org/web/19970412041354/http://www.kmart.com/
  • 9. 9 © 2014 CA. ALL RIGHTS RESERVED. It’s 1997 for Web APIs! It’s 1997 …
  • 10. 10 © 2014 CA. ALL RIGHTS RESERVED. What is a “Web API”? Technical Definition •A network-addressable (usually by HTTP) interface that enables state transfer of data representations Practical Definition •A way of exposing business data and services for use by mobile devices, social networks, cloud-based systems or any other software •The communication vehicle for the “browserlessWeb”
  • 11. 11 © 2014 CA. ALL RIGHTS RESERVED. Websites in 1997 APIs in 2014* Small set of API expertise Documentation- dependent/linkless Data-driven, not task-oriented Highly-adopted beneath the surface Small devpopulation, new languages Static content /rigid Informational, not actionable Highly-adopted on the surface Websites vs APIs: A Point-in-Time Comparison
  • 12. 12 © 2014 CA. ALL RIGHTS RESERVED. 0.00 10000.00 20000.00 30000.00 1 4 7 10 13 Series1 Growth of the Web since 1997
  • 13. 13 © 2014 CA. ALL RIGHTS RESERVED. What was that “*” for?
  • 14. 14 © 2014 CA. ALL RIGHTS RESERVED. The Web Today Image courtesy of Wikimedia Commons - http://upload.wikimedia.org/wikipedia/commons/c/ c3/Internet_map_4096.png
  • 15. 15 © 2014 CA. ALL RIGHTS RESERVED. Alignment & Usefulness Engagement & Usability Scalability & Evolvability Manageability & Security The 360 Degree Perspective on APIs
  • 16. 16 © 2014 CA. ALL RIGHTS RESERVED. API Attributes –Alignment & Usefulness How can I align the APIs I introduce with my business goals? Do I have funded projects that could benefit from APIs? How do I ensure the APIs I introduce enable future value? What are the gaps in my industry that can be exploited through APIs? Who are the disruptors in my industry and how are they using APIs? How can I continually maintain alignment and extract more value from my APIs?
  • 17. 17 © 2014 CA. ALL RIGHTS RESERVED. Amazon.com http://www.amazon.com/The-Everything-Store- Bezos-Amazon-ebook/dp/B00BWQW73E
  • 18. 18 © 2014 CA. ALL RIGHTS RESERVED. Amazon: What’s in a Name? From the Daily Mail -http://www.dailymail.co.uk/sciencetech/article-2088445/The-worlds-browsing- prehistory-The-home-page-Amazons-1994-home-page-TheFacebook-Google-things-changed.html
  • 19. 19 © 2014 CA. ALL RIGHTS RESERVED. A Balanced Vision “We don’t make money when we sell things. We make money when we help customers make purchase decisions.” Idealism Pragmatism
  • 20. 20 © 2014 CA. ALL RIGHTS RESERVED. A 360-Degree View Amazon Consumers Suppliers Competitors Referrers
  • 21. 21 © 2014 CA. ALL RIGHTS RESERVED. The Open Approach Cloud LOBs Crowd APIs
  • 22. 22 © 2014 CA. ALL RIGHTS RESERVED. Amazon & APIs Mandate to Amazon developers: •Data and functionality will only be exposed through APIs. •APIs must be designed for use by external developers. •If you don’t do this, you will be fired. -Paraphrased from Jeff Bezos memo, c. 2002 http://apievangelist.com/2012/01/12/the-secret-to-amazons-success-internal-apis/
  • 23. 23 © 2014 CA. ALL RIGHTS RESERVED. Amazon APIs http://developer.amazon.com/
  • 24. 24 © 2014 CA. ALL RIGHTS RESERVED. Amazon Progression Online retail of books Resell books Reinvent the book (Kindle) Extend the reinvented book (Kindle Fire) Resell anything (Marketplace) Fulfill anything Online retailer of anything Personalized online retailer Online identity Online retail platform Online payments Online platform (AWS)
  • 25. 25 © 2014 CA. ALL RIGHTS RESERVED. Amazon Web Services Amazon Web Services and the Amazon Web Services logo are registered trademarks of Amazon.com, Inc., used with permission.
  • 26. 26 © 2014 CA. ALL RIGHTS RESERVED. AWS and the Big Picture
  • 27. 27 © 2014 CA. ALL RIGHTS RESERVED. How big is AWS? http://readwrite.com/2013/11/20/amazon-web-services-business-worth-50-billion-by-2015-analyst-projects
  • 28. 28 © 2014 CA. ALL RIGHTS RESERVED. AWS Expansion “… each day AWS adds server capacity equivalent to what Amazon had when it was a US$7bn company back in 2003.” -ZDNet
  • 29. 29 © 2014 CA. ALL RIGHTS RESERVED. Where next? http://www.technobuffalo.com/2014/11/05/pay-with-amazon-offers-prime-benefits-on-other-sites/ http://www.theguardian.com/technology/2014/nov/05/amazon-fire-phone-failure http://www.washingtonpost.com/lifestyle/style/jeffrey-bezos-washington-posts-next-owner-aims-for-a- new-golden-era-at-the-newspaper/2013/09/02/30c00b60-13f6-11e3-b182-1b3bb2eb474c_story.html
  • 30. 30 © 2014 CA. ALL RIGHTS RESERVED. World Domination? (just kidding) http://www.rockcitytimes.com/walmart-install-mini-surface-air-missiles-store-roofs-shoot-amazon-drones/
  • 31. 31 © 2014 CA. ALL RIGHTS RESERVED. Lessons from Amazon Envision Focus Disrupt Iterate Persist Broaden
  • 32. 32 © 2014 CA. ALL RIGHTS RESERVED. API Attributes –Engagement & Usability Who are the intended and expected consumers of my APIs? Who are the developers that will build clients for my APIs? How do I attract and retain the right consumers and developers? How do I factor my API consumer needs into my API design? How do I continually enhance the developer experience (DX) for my API? What tools does my developer community need to help them use my API?
  • 33. 33 © 2014 CA. ALL RIGHTS RESERVED. Twilio
  • 34. 34 © 2014 CA. ALL RIGHTS RESERVED. Twilio–The Product
  • 35. 35 © 2014 CA. ALL RIGHTS RESERVED. Twilio–The Market Lots of competition in the communication API marketplace
  • 36. 36 © 2014 CA. ALL RIGHTS RESERVED. How Did TwilioSucceed? Focus on usability Aggressive Marketing First Mover Advantage
  • 37. 37 © 2014 CA. ALL RIGHTS RESERVED. API Usability Metrics @ Twilio Developer registrations TTHW (Time to “Hello World”) Developer discussions
  • 38. 38 © 2014 CA. ALL RIGHTS RESERVED. API Attributes –Scalability & Evolvability What factors will affect the design time scalability of my APIs? What about runtime? How should I version my APIs? What are the technology trends I need to consider for my APIs? What are the organizational constraints that will affect my success? How can I leverage my existing assets for APIs?
  • 39. 39 © 2014 CA. ALL RIGHTS RESERVED. API Attributes –Management & Security What operational metrics do I need for my APIs? What business metrics do I need for my APIs? How can I use these metrics to increase business agility? How can I control access to my APIs without putting up new barriers? Who are the principals involved in my APIs and how can I protect privacy? What new threats do I need to protect against for APIs?
  • 40. 40 © 2014 CA. ALL RIGHTS RESERVED. Alignment & Usefulness •API Roadmap and Project Cross Reference •Organizational Model •API Business Models and Business Cases Engagement & Usability •Developer Program •API and DX Design Principles •API Consumer Toolkits Scalability & Evolvability •API Architecture Standards •API Development and Deployment Methodology •Technology Roadmaps Manageability & Security •API Analytical Requirements •API Security Specifications •API Management Platform Putting API360 into Action
  • 41. 41 © 2014 CA. ALL RIGHTS RESERVED. Thank You! http://apiacademy.co
  • 42. 42 © 2014 CA. ALL RIGHTS RESERVED. For More Information To learn more about Security, please visit: http://bit.ly/10WHYDm Insert appropriate screenshot and textoverlayfrom following“More Info Graphics” slide here; ensure it links to correct page Security
  • 43. 43 © 2014 CA. ALL RIGHTS RESERVED. For Informational Purposes Only © 2014CA. All rights reserved. All trademarks referenced herein belong to their respective companies. This presentation provided at CA World 2014 is intended for information purposes only and does not form any type of warranty. Some of the specific slides with customer references relate to customer's specific use and experience of CA products and solutionssoactual results may vary. Terms of this Presentation