1. http://www.flickr.com/photos/jamescridland/613445810/
Who’s using your API?
Bruno Pedro
22 February 2013

2. Bruno Pedro
Web and Cloud Computing Technologist with
over ten years’ experience. CTO of Nubera,
the company behind GetApp and CloudWork.
http://brunopedro.com/

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

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

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

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

7. Pros
• Decoupled app development
Your
company API

8. Pros
• Engaging developer community

9. Pros
• If done right, exponentially scalable

10. Cons
• Loss of control over final product
• Poor or non-existant customer support
• Only successful if it scales quickly

11. Your customer experience is
controlled by someone else!

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

13. Your API
integrations
1001101001001000
0011010010110100

15. Integrations
• Business analysis

16. Integrations
• Integration development

17. Integrations
• Marketing through traditional channels

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

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

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

21. http://www.flickr.com/photos/jamescridland/613445810/
Who’s using your API?
Bruno Pedro
22 February 2013