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API Product Management –Driving Success through the ValueChain 03.15.12 @ 11:00 PST VOIP or Dial-in (see chat) groups.goog...
Your hosts
@michaelhart   @jenmazzon   @sramji
groups.google.com/group/api-craft
youtube.com/apigee                     5
Driving Success through theValue Chain
1   Two major changes in the world    Web ➜ ➜ Apps    From 1 billion web browsers to 1 trillion devices    IT ➜ ➜ Platform...
API Value Chain                                        ➜           ➜           ➜          ➜App User       Apps     App Dev...
API Product Management is about understanding the needsof both the direct (developer) and indirect (app user) userof the A...
Consider end-2-end development experiencefor developersdiscoverysign upget startedchoices/decisions they makepoints of fri...
What services is your API exposing to make ituseful for a developer to make compelling apps?Product managers should be app...
API Lifecycle            Define            & PlanGrow &                   DesignEvolve                   & Build          ...
Define & Plan  Clear end goals  End user reach  Additional revenue streams  Inorganic innovation  ...
Define & Plan  Built-in flexibility  Leave room for serendipity  Allow for flexibility in the terms  Think modular & recom...
Define & Plan  Safeguards  Control over exposure of key business assets  Ensure controls to safeguard against catastrophic...
API Lifecycle            Define            & PlanGrow &                   DesignEvolve                   & Build          ...
Design & Build Who are your primary customers & markets? - internal - partner - open What different considerations for des...
Design & Build                    Internal   Close                    partner    external   Open API                      ...
Design & Build  Picking earlier vs. later partners  Partner tolerance for change in the APIs?  Partner tolerance for the s...
Design & Build  The success of an API design is measured by how quickly developers can get up to speed and             suc...
API Lifecycle            Define            & PlanGrow &                   DesignEvolve                   & Build          ...
Launch Out the gate How to provision new developer on an API Build simple sample apps & docs Scale your process to your au...
Launch  Evangelize & drive adoption  Be clear on who you want to reach  Meet them where they already are  Provide incentiv...
Launch  Validate the API design and functionality  Listen, listen, listen  Help early adopters succeed  Showcase examples
API Lifecycle            Define            & PlanGrow &                   DesignEvolve                   & Build          ...
Grow & Evolve Validate the API design and functionality What is/not working Qualitative from community Quantitative from A...
Grow & EvolvePrioritize and roll out changes to the APIStreamline & optimize for top usage scenariosKeep the API exposure ...
Grow & Evolve  Interface versioning  Gotta have it! But avoid whenever possible  Standard approach is to have clear versio...
Grow & Evolve  Evaluate & evolve the API strategy  Evaluate the metrics you started with in the Design  & Plan phase  Revi...
Grow & Evolve  Identify new markets & opportunities  If it’s a no-brainer, build & release it  If it’s questionable, go ba...
API Value Chain                                       ➜         ➜           ➜          ➜App User       Apps    App Develop...
THANK YOUQuestions and ideas to:@jenmazzon@sramji@michaelhart (bonobos.theresumator.com)groups.google.com/group/api-craft
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API Product Management - Driving Success through the Value Chain

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We Will Discuss »
- Managing API products to maximize success for direct and indirect users in the value chain
- Planning, building, and evolving an API product at all stages of the product life cycle
- Evaluating and validating your API design and functionality and iterating to build a superior and differentiated product

Published in: Technology, Business

API Product Management - Driving Success through the Value Chain

  1. 1. API Product Management –Driving Success through the ValueChain 03.15.12 @ 11:00 PST VOIP or Dial-in (see chat) groups.google.com/group/api-craft Michael Hart @michaelhart Jen Mazzon @jenmazzon Sam Ramji @sramji
  2. 2. Your hosts
  3. 3. @michaelhart @jenmazzon @sramji
  4. 4. groups.google.com/group/api-craft
  5. 5. youtube.com/apigee 5
  6. 6. Driving Success through theValue Chain
  7. 7. 1 Two major changes in the world Web ➜ ➜ Apps From 1 billion web browsers to 1 trillion devices IT ➜ ➜ Platforms2 From traditional IT to a world of platforms
  8. 8. API Value Chain ➜ ➜ ➜ ➜App User Apps App Developer API API Team New indirect value chain app developers are the kingmakers success of their end-users drives success for devs and the API
  9. 9. API Product Management is about understanding the needsof both the direct (developer) and indirect (app user) userof the API product ➜ ➜ ➜ ➜App API Apps App APIUser Team Developer
  10. 10. Consider end-2-end development experiencefor developersdiscoverysign upget startedchoices/decisions they makepoints of friction that you can smooth out
  11. 11. What services is your API exposing to make ituseful for a developer to make compelling apps?Product managers should be app users – usingapps created by developers using your API
  12. 12. API Lifecycle Define & PlanGrow & DesignEvolve & Build Launch
  13. 13. Define & Plan Clear end goals End user reach Additional revenue streams Inorganic innovation ...
  14. 14. Define & Plan Built-in flexibility Leave room for serendipity Allow for flexibility in the terms Think modular & recombinant
  15. 15. Define & Plan Safeguards Control over exposure of key business assets Ensure controls to safeguard against catastrophic success - make sure a developer can’t take down your system
  16. 16. API Lifecycle Define & PlanGrow & DesignEvolve & Build Launch
  17. 17. Design & Build Who are your primary customers & markets? - internal - partner - open What different considerations for designing an API product for each?
  18. 18. Design & Build Internal Close partner external Open API partner ALPHA Customer Phases
  19. 19. Design & Build Picking earlier vs. later partners Partner tolerance for change in the APIs? Partner tolerance for the stress of being an early adopter? Internal vs. external, Web vs. native mobile for the early ALPHA customer
  20. 20. Design & Build The success of an API design is measured by how quickly developers can get up to speed and succeed using your API Place the success of the developer over and above any other design principle Have a functional vs. implementation focus Don’t reveal internal organizational or system boundaries
  21. 21. API Lifecycle Define & PlanGrow & DesignEvolve & Build Launch
  22. 22. Launch Out the gate How to provision new developer on an API Build simple sample apps & docs Scale your process to your audience
  23. 23. Launch Evangelize & drive adoption Be clear on who you want to reach Meet them where they already are Provide incentives?
  24. 24. Launch Validate the API design and functionality Listen, listen, listen Help early adopters succeed Showcase examples
  25. 25. API Lifecycle Define & PlanGrow & DesignEvolve & Build Launch
  26. 26. Grow & Evolve Validate the API design and functionality What is/not working Qualitative from community Quantitative from API usage
  27. 27. Grow & EvolvePrioritize and roll out changes to the APIStreamline & optimize for top usage scenariosKeep the API exposure at pace with core services- weigh reward vs. riskreward - how much will end users value the functionality being available toapp developers vs. risk – stability
  28. 28. Grow & Evolve Interface versioning Gotta have it! But avoid whenever possible Standard approach is to have clear versioning Consider whether you’re randomizing too much for the developer.
  29. 29. Grow & Evolve Evaluate & evolve the API strategy Evaluate the metrics you started with in the Design & Plan phase Review your metrics – do they need calibration?
  30. 30. Grow & Evolve Identify new markets & opportunities If it’s a no-brainer, build & release it If it’s questionable, go back to doing the provisional API with the partner who will best be able to capitalize on that functionality
  31. 31. API Value Chain ➜ ➜ ➜ ➜App User Apps App Developer API API Team PM
  32. 32. THANK YOUQuestions and ideas to:@jenmazzon@sramji@michaelhart (bonobos.theresumator.com)groups.google.com/group/api-craft

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