Who's using your API?
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This document discusses strategies for API providers to better engage with customers. It notes that companies should focus on capabilities rather than saying "API" and that the customer experience is shaped by how others use the API. The document evaluates pros and cons of the traditional API model and suggests alternatives like paid solutions, integrations, and ready-to-use options to give API providers more control over the customer experience.
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Who's using your API?
- 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
- 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