1. API Strategies Lawrence Coburn Founder, RateItAll

4. API (Application Programming Interface) Definition: 1. (n) a set of functions, procedures, methods, classes or protocols that an operating system, library or service provides to support requests made by computer programs; 2. (n) (col) Widgets on steroids

6. Case Study: Netflix Blockbuster will grab user data Risks Commercially valuable data, Affiliate program Pitch to Developers Attribution, daily rate limit, no commercial restrictions Requirements and Limits JSON, REST, SOAP Formats Subscription biz on Netflix.com. Business Model # of developers, # of referrals to Netflix.com, # of new sign ups Measures of Success Drive more subscriptions Goal Exposes movie, actor, director, and TV show art, descriptions, and meta data Description

7. Case Study: RateItAll Duplicate content, fuel competitors Risks Use our review content. Promote your site on RateItAll.com, monetize data Pitch to Developers Attribution, daily rate limit, no commercial restrictions Requirements and Limits REST, SOAP, XML, JavaScript (coming soon) Formats Advertising and affiliate on RateItAll.com Business Model Ratings and reviews posted, site referrals, RateItAll.com revenue Measures of Success Acquire content, Drive traffic Goal Exposes millions of consumer ratings and reviews, read / write Description

8. API Business Models Base level is free but costs money for additional services. Twitter? Teaser for Value Add Services Use API to spread brand, drive referrals. E.g. New York Times, NPR, Yahoo! Branding / Non Commercial Use API to pull content back to home base. E.g. Disqus, RateItAll, Twitter? Content Acquisition Use API to initiate transaction. e.g. Amazon, Netflix Lead Gen / User Acquisition Charge per API call, or per record, e.g. Alexa Pay Per Drink Rate limits. Exceeding limit triggers BizDev intro. e.g CNET BizDev Funnel Description Name

12. Notable APIs

14. Lawrence Coburn CEO, RateItAll www.sexywidget.com twitter.com/lawrencecoburn http://api.rateitall.com