1.
http://www.flickr.com/photos/fhmira/5019343521/
31st May 2013
Bruno Pedro
Bridging the Gap
between APIs and Customers

2.
Bruno Pedro
Web and Cloud Computing Technologist.
CTO of Nubera, the company behind GetApp
and CloudWork, editor of APIUX.com.
http://brunopedro.com/

3.
Who are your customers?

4.
Customer = developer

5.
Customer = developer

6.
Customer = developer

7.
Customer = developer?

8.
Who’s the customer?

9.
Companies that survive are the ones that
are obsessed with customer experience.
—Jeff Lawson, CEO twilio

10.
Your API
1001101001001000
0011010010110100
Your customers
features
developers
applications
Traditional API
distribution channel

11.
Customer experience
Traditional API
distribution channel
Functionality
Reliability
Usability
Proficiency
Creativity
what happens when
things don’t work?
is it working as
you imagined?
how customers
perceive it?
are your customers
empowered?
can it be used
in unexpected ways?

12.
Your customer experience is
controlled by someone else!

13.
Alternatives?
• Customers pay for solutions
• APIs work better together
• Offer ready-to-use integrations

14.
Engage your customer:
don’t say API, say Capability.
—Laura Merling, AT&T

15.
Your API
1001101001001000
0011010010110100
integrations

16.
Integrations
• Business analysis

17.
Integrations
• Integration development

18.
Integrations
• Marketing through traditional channels

19.
Your API
1001101001001000
0011010010110100
features
developers
applications
integrations
self-service
catalog
Your customers
Multiple API
distribution channels

20.
Benefits
• Multiple distribution channels
• Co-marketing with other app vendors
• Overall better customer experience!

21.
So, who are your customers?
How do you reach them?

22.
http://www.flickr.com/photos/fhmira/5019343521/
31st May 2013
Bruno Pedro
Bridging the Gap
between APIs and Customers