Getting Your API Discovered the Secret to API Promotion

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Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb
Engage and on-board third-party developers to maximize the value of enterprise APIs


Using API publishing as a means for opening enterprise information assets to outside developers creates the promise of new revenue channels, expanded market reach and enhanced customer retention. But simply building an API does not guarantee these benefits. An open API can only create true value for an enterprise if it is discovered and used by third-party developers.

Therefore, enterprises need ways to promote their open APIs, in order to engage and on-board developers. This webinar, presented by API management vendor Layer 7 Technologies and API community pioneer ProgrammableWeb, will explore a range of best practices for API promotion and developer community building.
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Getting Your API Discovered the Secret to API Promotion

  1. 1. Getting Your API Discovered: The Secret to APIPromotion featuring ProgrammableWeb Dana Crane  John Musser Product Marketing Manager Founder Layer 7 Technologies ProgrammableWebJune 5, 2012
  2. 2. Housekeeping Questions - Chat any questions you have and we’ll answer them at the end of this call Twitter facebook.com/layer7 - Today’s event hashtag: layer7.com/linkedin - #L7webinar layer7.com/blogs - Follow us on Twitter: - @layer7 - @johnmusser - @programmableweb Layer 7 Confidential 2
  3. 3. yea rs  7   PIs   00 +  A tories   6,0 new s  s 3 ,000+  
  4. 4. API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  5. 5. 8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  6. 6. 18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  7. 7. 9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  8. 8. 6  Months   9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  9. 9. 4  Months   6  Months   9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  10. 10. 3  Months   4  Months   6  Months   9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  11. 11. POST  /GetStock  HTTP/1.1   GET  hXp://example.org/stock/IBM  Host:  www.example.org  Content-­‐Type:  applicaNon/soap+xml    <?xml  version="1.0"?>  <soap:Envelope  xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐envelope"  soap:encodingStyle="hXp://www.w3.org/2001/12/soap-­‐encoding">    <soap:Body  xmlns:m="hXp://www.example.org/stock">      <m:GetStockPrice>          <m:StockName>IBM</m:StockName>      </m:GetStockPrice>  </soap:Body>  </soap:Envelope>   HOT or NOT
  12. 12. SOAP RESTPOST  /GetStock  HTTP/1.1   GET  hXp://example.org/stock/IBM  Host:  www.example.org  Content-­‐Type:  applicaNon/soap+xml    <?xml  version="1.0"?>  <soap:Envelope  xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐envelope"  soap:encodingStyle="hXp://www.w3.org/2001/12/soap-­‐encoding">    <soap:Body  xmlns:m="hXp://www.example.org/stock">      <m:GetStockPrice>          <m:StockName>IBM</m:StockName>      </m:GetStockPrice>  </soap:Body>  </soap:Envelope>  
  13. 13. API protocols and stylesBased on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012
  14. 14. {   <?xml  version="1.0"?>          "symbol":  ”IBM",   <soap:Envelope          "price":  94.72,   xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐ envelope"  }   soap:encodingStyle="hXp://www.w3.org/ 2001/12/soap-­‐encoding">     <soap:Body  xmlns:m="hXp://www.example.org/ stock">      <m:GetStockPriceResponse>          <m:Price>34.5</m:Price>      </m:GetStockPriceResponse>   </soap:Body>     </soap:Envelope>   HOT or NOT
  15. 15. JSON XML{   <?xml  version="1.0"?>          "symbol":  ”IBM",   <soap:Envelope          "price":  94.72,   xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐ envelope"  }   soap:encodingStyle="hXp://www.w3.org/ 2001/12/soap-­‐encoding">     <soap:Body  xmlns:m="hXp://www.example.org/ stock">      <m:GetStockPriceResponse>          <m:Price>34.5</m:Price>      </m:GetStockPriceResponse>   </soap:Body>     </soap:Envelope>  
  16. 16. Percentage of REST APIs supporting JSON Based on directory of 5,800 web APIs listed at ProgrammableWeb, May 2012
  17. 17. API Billionaires Club 13 billion API calls / day (May 2011) 5 billion API calls / day (April 2010) 5 billion API calls / day (October 2009) 1.4 billion API calls / day (May 2012) 1.1 billion API calls / day (April 2011) 1 billion API calls / day (May 2012) 1 billion API calls / day (Q1 2012) 1 billion API calls / day (January 2012)
  18. 18. More API Billionaires 12 billion API calls / month (May 2011) 5 billion API calls / month (May 2011) 3.7 billion calls / month (August 2011) 3 billion API calls / month (July 2011) 2.5 billion API calls / month (April 2012) 6 billion API calls / month (February 2011) 3.2 billion API-delivered stories / month (October 2011) 2 billion API calls / month (December 2010)
  19. 19. HOT or NOT
  20. 20. Hackathons
  21. 21. Hands-on promotion # hackathons Q1 2012: Jan: 35 Feb: 57 Mar: 68max prize in 2011 >= $100,000 data via @kinlane
  22. 22. Learn from API leaders
  23. 23. API as Productcustomer == developer
  24. 24. Should you brand your API? New API “Powered by” = =
  25. 25. HOT or NOT
  26. 26. Interactive Documentation
  27. 27. Select methodEnter paramsClick buttonSee resultsGo write code…
  28. 28. How PW works High level API overview Track  this  API   Related  content  Database  driven   Technical specificationsAlgorithmic   My  APIs   Mashups & devsPersonalized   using the API API  related  source   code  Community   API  category  blog   posNngs   Related APIs by category, tag and “devs that used this, also used…” User comments
  29. 29. Make APIs social
  30. 30. Finding complementary APIs
  31. 31. Why  do  we  need   Of  course  we   Why  do  we   Of  course  we   a  Web  site?   have  a  Web  site   need  an  API?   have  an  API   1995 2000 2005 2010
  32. 32. Thank You QuesNons,  ideas,  comments?john@programmableweb.com   @johnmusser    
  33. 33. Photo  credits  Hackers:  hXp://www.flickr.com/photos/hackny/5684846071/  Bored  conference:  hXp://www.flickr.com/photos/padorange/2580180117/      
  34. 34. Traditional “Closed” APIs Divisions Cloud API Mobile Partners Layer 7 Confidential 3
  35. 35. Open APIs Divisions Cloud API Mobile Partners Layer 7 Confidential 4
  36. 36. “If You Build It, They Will Come” Layer 7 Confidential 5
  37. 37. The New Business Model: B2D Developers are a new channel to market - Business Case (get the buy in; get the funding) - Channel Manager - Build the Community Layer 7 Confidential 6
  38. 38. PROMOTING YOUR APIs Layer 7 Confidential 7
  39. 39. Attracting Developers – Getting the Word Out  API Management Vendor  API Evangelist Layer 7 Confidential 8
  40. 40. Attracting Developers – Getting the Word Out  Rely on your API Mgmt Vendor  Hire an API Evangelist Layer 7 Confidential 9
  41. 41. Attracting Developers – API as Product  First to Market  Whole Product Layer 7 Confidential 10
  42. 42. Attracting Developers – API as Product  First to Market Wins  Whole Product Wins Layer 7 Confidential 11
  43. 43. FT & Creating a Whole Product for Emerging Markets Layer 7 Confidential 12
  44. 44. Attracting Developers – Build Sample Apps  IT-built  Outsourced Layer 7 Confidential 13
  45. 45. Attracting Developers – Build Sample Apps  Don’t Sell IT Short  Outsourced Development Layer 7 Confidential 14
  46. 46. Attracting Developers – Incentivize  Show Me the Code  Show Me the Money Layer 7 Confidential 15
  47. 47. Attracting Developers – Incentivize  Empower Developers  Enrich Developer$ Layer 7 Confidential 16
  48. 48. Examples Layer 7 Confidential 17
  49. 49. Attracting Developers – Advertise  Word of Mouth  Marketing Layer 7 Confidential 18
  50. 50. Attracting Developers – Advertise  Measure & Reward Developers  Blah, Blah, Blah Layer 7 Confidential 19
  51. 51. API Discovery Layer 7 Confidential 20
  52. 52. Documentation Layer 7 Confidential 21
  53. 53. API Explorer Layer 7 Confidential 22
  54. 54. Forums Layer 7 Confidential 23
  55. 55. API Reporting Layer 7 Confidential 24
  56. 56. Questions? Dana Crane John Musser Product Marketing Manager Founder Layer 7 Technologies ProgrammableWeb dcrane@layer7.com john@programmableweb.com Layer 7 Confidential 25
  57. 57. Next Layer 7 WebinarHow to Make Your Enterprise Apps Mobile-Ready, FastLeverage backend mobile middleware to deliver mobile-ready enterprise APIsJune 21, 20129am PDT | 12pm EDT | 5pm BSTLayer7.com/webinars Layer 7 Confidential 26

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