Open API Strategy, by Sensedia

confidential | www.sensedia.com | 1

Business capabilities
APIs = exposed over the internet
for applications to use
How connected the
Mega-Trends are?
Data services with a
critical mass of users

Social

Cloud Mobile
APIs = Amplified Reach
Modern approach to Pervasive presence with limited "Make you API useful and it will be
reach your customers storage and processing carried to customers you've never met"


Why companies are leveraging
Open API programs?

5 Key Reasons


Revenue and Business Models

More Channels, More Revenue:

60% of all listings on eBay.com
added via their APIs

Best Buy apps Galery

New Business Models:

Wine.com launched a Web API to boost
a new Affiliate Business Model

#1 online wine store


Brand Building

• Development of Ecosystem
• Brand as Platform
• Create Competitive Barriers

Over 50% of all salesforce.com
transactions via their API


Ecosystem = Amplified Reach


Reduce Cost, Increase App
Development speed

• Standards for Integrating applications
• Self-service / Users empowerment
• Anticipate time-to-market
• Reduce man-power to support partners

“The API cuts our app development time by as much
as 75%. We used to manage code for each partner.
Now we give partners the API and they go to town.” Leader in car data,
reviews, advice and sale


Mobile Strategy


Netflix Business Transformation

The impact that Netflix business service API availability
had over its market value
(compared to Netflix main competitor, BlockBuster)


Products and Services Innovation

Expose Legacy Application and Data as APIs

“Our API lets us deploy apps on
multiple platforms, so we can reach
readers anytime, anywhere. And
developers can remix our data in
ways we never dreamed of." Multi-platform news and
information media company.

Open Innovation: co-creating new products
with external agents

Facebook Hackathon winners
São Paulo (WTC, May 2012)


API Growth Rate

Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012


API Billionaires Club
13 billion API calls / day (May 2011)
Approx. 75% of all traffic via API

5 billion API calls / day (April 2010)

5 billion API calls / day (October 2009)
905 billion S3 objects
(+ 1 billion / day)
1.4 billion API calls / day (May 2012)

1.1 billion API calls / day (April 2011)


1 billion API calls / day (Q1 2012)

1 billion API calls / day (January 2012)

Source: ProgrammableWeb Founder John Musser’s


API Billionaires Club
Approx. 75% of all traffic via API

5 billion API calls / day (April 2010)

5 billion API calls / day (October 2009)
905 billion S3 objects
(+ 1 billion / day)
1.4 billion API calls / day (May 2012)

1.1 billion API calls / day (April 2011)


1 billion API calls / day (Q1 2012)

1 billion API calls / day (January 2012)



http://developer.netflix.com


http://developers.facebook.com/


http://developer.att.com


https://bluevia.com/en/knowledge/APIs


https://developer.v.me/


http://developer.nytimes.com/


http://developer.ebay.com/


API Business Models, by 2012



What about:

developer.[you].com

?

Solution Proposed:
Services and Technology


Core Technology Components

Business
REST API Traffic Internal Call Application 1
API Gateway ESB

Business
• Security (OAuth 2.0)
Application 2
• Protocol Transformation
• Policy Enforcement
• Custom Mobile Apps or Widgets Monitoring
• Exception handling
• Partners Applications
• Alerts & Notification Policy
• Clients and Independent Developers
• Traffic Control Deploy Internal Services
Discovery
and Debug

Publish

Developers
Web Browser Community
API Manager
Portal Get API Usage

• Documentation • Lifecycle • API Analytics
• API Browsing • Versioning - Subscriptions
• Forums, … • Client Keys - API Calls
• Sign up Management - Performance
• Issue Tracking • Set Policies - Errors
• Test calls (quota & limits) - Limits & Quotas
• SDK’s Download • Deploy (sandbox by API or Key
• My API Usage & production)
• API Discoverer


Core Service Components
• Planning Stage:
 Scope and value
 Business Model
 Target Audience (Engaging) Plan &
 Internal services GAPs and roadmap Prepare
• Build Stage:
 Infrastructure Definition and Deploy
 RESTFull Design Best Practices
 Basic Documentation
 Adoption accelerators:
– SDKs (C#, PHP, Java) API
– Custom mobile apps and widgets
Strategy
 Internal services GAP: Enablement
• Run Stage: Run & Design
 Understand API usage Manage & Build
 Support Users Community
 Developers Onboarding /
Key Management
 Prepare for Change


API Protocols and Styles

Based on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012


Simples?

SOAP REST
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=”http://www.w3.org/2001/12/soap-
envelope"
soap:encodingStyle=”http://www.w3.org/
2001/12/soap-encoding">

<soap:Body
xmlns:m=”http://www.example.org/stock">
<m:GetStockPrice>
<m:StockName>IBM</m:StockName>
</m:GetStockPrice>
</soap:Body>
</soap:Envelope>


Simples?

JSON XML
{ <?xml version="1.0"?>
"symbol": ”IBM",
"price": 94.72, <soap:Envelope
}
xmlns:soap="http://www.w3.org/2001/12/soap
-envelope"

soap:encodingStyle="http://www.w3.org/2001
/12/soap-encoding">

<soap:Body
xmlns:m="http://www.example.org/stock">
<m:GetStockPriceResponse>
<m:Price>34.5</m:Price>
</m:GetStockPriceResponse>
</soap:Body>

</soap:Envelope>


Sensedia at a Glance
• Founded in 2007, as a spin-off from Ci&T
and Unicamp Innovation Lab.
• Headquartered in Campinas, Brazil
 Offices in São Paulo/BR and Philadelphia/US
• Consistent growth
 (63% CAGR 2007-2011)
• Positioned as Visionary in the Gartner
Magic Quadrant(1)
• Deep knowledge in SOA Governance,
Enterprise Architecture, Public API, Cloud
and Integration.
(1) Magic Quadrant for Integrated SOA Governance Technology Sets, 2009


Next Steps?


Open API Strategy, by Sensedia

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