A keynote to understand how the web is becoming programmable through APIs. Web APIs are a unique opprtunity for companies, governments and developers to either better organize the governance of their IT into a scalable and flexible model, either leverage a complete ecosystem around the organization, exchanging data through the web for trillion of applications on billion devices. Because each civilization has been described by the way it communicates and make exchanges and trade, API are the beginning of a programmable civilization.

2. #SMWapihours

3. Mehdi Medjaoui Emmanuel Dubois
@webshell_ @SOASoftwareInc

5. Web

7. How does an API
works?

9. An API is :
A communication interface
between 2 applications, 2
websites or 2 things, which is
automated and programmable

10. Technically
an API is :
An application programming interface
(API) is a protocol intended to be used as
an interface by software components to
communicate with each other.
It enables a 3rd-party application to
access data or service from an other
application

12. If I was a
chocolate factory
my API could be :

13. my API

14. If I was...
a television
my API could be:

15. Program Controller Hard drive

16. If I was...
a flower
my API could be :

17. Light Humidity Temperature
sensor sensor sensor

18. If I was ...
a human
my API could be :

19. language
Which helps us to better
understand each other

20. Or not

21. If I was...
un site web or an
application
my API will be :

22. GET
POST
PUT
DELETE
(REST)
A way to access, update,
modify or delete data on
it and interact with it.

23. Brief story of APIs

26. Brief story of web APIs

28. 2000-2005

29. 2000-2005
- 15 000 developers for ebay in 2005
- 330 000 developers for amazon in 2007
- $ 3Bn of income for salesforce in 2012

31. 2005-2010

33. 350 000 websites
1 billion smartphones

34. 2006
Opening of the 20/09
API 2009
50 000 09/12
2010
09/04 Tweetie
100 000 14/04 14/04 t.co
19/05
300 000 02/09
2011
13 billion call/day 01/05
25/05
1 000 000 01/07
05/07
2012
20/01
25 billion call/day 18/02
March
April

35. 2010-2015

37. 2010-2015

38. 2010-2015

39. 2015-2020?

40. APIs : Transform your
product into a
platform

41. API ?

43. "75% of the Fortune1000 will
have an public API in 2014"

44. "Every federal agency will
have an API in 2013"

46. Why opening an API?

47. Opening its assets for :

48. OPEN INNOVATION

50. BUSINESS
DEVELOPMENT

51. 104 000
customers
10 000
affiliates
7 million

52. REVENUES

54. API management :
Brand and product as
an API

55. Consumers become
Do-ers
BtoC => BtoD
Developers, Designers,
Digital consumers

59. Leverage the power of the
crowd to spread your brand,
your reach and move forward
with your customers

60. 14 salaries
100 000 000 users

61. Everybody becomes an ''artist''

62. API
A product / services
An audience / Business
model
A brand / Promotion

63. PUBLIC
CLOSED OPEN
PRIVAT
E

64. PUBLIC
CLOSED OPEN
PRIVAT
E

65. Product as an API

66. Marketing expectations
SKILLS TOOLS MONEY CAUSE

67. Marketing expectations
SKILLS TOOLS MONEY CAUSE

68. Busines Model
Controled revenues models
= Hackable and alternative
revenue models

69. FREE PAYS GET
PAID

70. Marketing dimensions
Transparency
Contributions
Openness
Marketing "no bullshit"
Hackability

71. Product as an API
How ?
Enterprise as a Legacy

72. Product as an API
Secure Service/datas

73. Product as an API
Secure Service/datas
Available

74. Product as an API
Secure Service/datas
Available
Accurate

75. Product as an API
Classcical Marketing
= Marketing about
openness, access,
hackability, utility and
opportunities

76. Hackathons

77. Hackathons

78. Product as an API
Brand communities
= Developers communities

79. 20th century
21th century

80. The Road to digital
success
Marketing
Com
IT

81. The key to API
successful strategy
A good product definition

82. The key to API
successful strategy
A good product definition
A controlled Asset

83. The key to API
successful strategy
A good product definition
A controlled Asset
Disseminated and
promoted brand

84. Extended digital World

85. Questions?
Emmanuel Dubois
06 12 32 19 46
Emmanuel.dubois@soa.
com
Mehdi Medjaoui
06 14 94 59 03
m.medjaoui@webshell.io