The document discusses how companies are leveraging open API programs for several key reasons: to generate new revenue streams and business models, build their brand and ecosystem, reduce costs and speed up app development, enable mobile strategies, and drive products and services innovation. It provides examples of large companies that have seen success through their API programs, such as how eBay grew its listings and how Netflix transformed its business model by making its APIs available.

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2. 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"
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3. Why companies are leveraging
Open API programs?
5 Key Reasons
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4. 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
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5. Brand Building
• Development of Ecosystem
• Brand as Platform
• Create Competitive Barriers
Over 50% of all salesforce.com
transactions via their API
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6. Ecosystem = Amplified Reach
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7. 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
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8. Mobile Strategy
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9. Netflix Business Transformation
The impact that Netflix business service API availability
had over its market value
(compared to Netflix main competitor, BlockBuster)
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10. 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)
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11. API Growth Rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
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12. 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 (May 2012)
1 billion API calls / day (Q1 2012)
1 billion API calls / day (January 2012)
Source: ProgrammableWeb Founder John Musser’s
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13. 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 (May 2012)
1 billion API calls / day (Q1 2012)
1 billion API calls / day (January 2012)
Source: ProgrammableWeb Founder John Musser’s
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14. http://developer.netflix.com
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15. http://developers.facebook.com/
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16. http://developer.att.com
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17. https://bluevia.com/en/knowledge/APIs
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18. https://developer.v.me/
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19. http://developer.nytimes.com/
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20. http://developer.ebay.com/
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21. API Business Models, by 2012
Source: ProgrammableWeb Founder John Musser’s
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22. What about:
developer.[you].com
?
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23. Solution Proposed:
Services and Technology
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24. 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
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25. 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
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26. API Protocols and Styles
Based on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012
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27. 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>
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28. 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>
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29. 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
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30. Next Steps?
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