The document discusses why APIs are important for businesses in today's mobile, social, and cloud computing landscape. It argues that APIs allow companies to connect their internal systems to external partners and customers, enabling innovative applications and new business opportunities across multiple platforms. The document outlines how a well-planned API strategy can help companies participate in the growing "app economy" by empowering developers and fueling the creation of new applications and services.

1. Why APIs
April 12, 2012
Brian Mulloy Apigee
@landlessness @apigee

2. groups.google.com/group/api-craft

3. youtube.com/apigee

4. IRC Channel
#api-craft
on freenode

5. mobile social cloud ubiquity

6. You need a strategy for the explosion in
consumption.

7. Android, iPhone,
iPad
Xbox, …
Twitter, Linkedin,
Facebook
Foursquare, …
Amazon,
Groupon salesforce.com,
PayPal, …

8. iPad iPhone, Wii, … Android, iPhone,
Android
Xbox, …
Twitter, Linkedin, Twitter, Linkedin,
Facebook LinkedIn
Foursquare, … Foursquare, …
Amazon,
Amazon,
Groupon salesforce.com, Salesforce salesforce.com,
PayPal, … PayPal, …

9. Do business in the customer’s full context.

10. You
Customers

11. Align your investments with your customers.

12. Example iPad app
Your Product Your Partner
iPad
Facebook PayPal

13. What About Android?
Your Your
Your Product Your Partner
Product Partner
iPad Android
Facebook PayPal Facebook PayPal

14. And LinkedIn?
Your Your
Your Product Your Partner
Product Partner
iPad Android
LinkedIn PayPal LinkedIn PayPal
Your Your
Your Product Your Partner
Product Partner
iPad Android
Facebook PayPal Facebook PayPal

15. And Another Partner?
Your Your Your Your
Your Product Your Partner A Your Product Your Partner B
Product Partner A Product Partner B
iPad Android iPad Android
LinkedIn PayPal LinkedIn PayPal LinkedIn PayPal LinkedIn PayPal
Your Your
Your Product Your Partner A Your Your
Product Partner A Your Product Your Partner B
Product Partner B
iPad Android
iPad Android
Facebook PayPal Facebook PayPal
Facebook PayPal Facebook PayPal

16. And Another Product?
Your Your Your Your
Product B Partner A Your Product B Your Partner B
Product B Partner B
iPad iPad Android
LinkedIn PayPal LinkedIn PayPal LinkedIn PayPal
Your Your
Product B Partner A Your Your Your Product B Your Partner B
Product B Partner B
iPad
iPad Android
Facebook PayPal
Facebook PayPal Facebook PayPal
Your Your Your Product A Your Partner A Your Your
Product A Partner A Your Product A Your Partner B
Product A Partner B
iPad Android
iPad Android
LinkedIn PayPal LinkedIn PayPal
LinkedIn PayPal LinkedIn PayPal
Your Your Your Product A Your Partner A
Product A Partner A Your Your Your Product A Your Partner B
Product A Partner B
iPad Android
iPad Android
Facebook PayPal Facebook PayPal
Facebook PayPal Facebook PayPal

17. Resources Required
Mobile & Social
Ubiquity
Web
Internal Systems

18. The Big Bet of Yesterday
Big
Budget
Long- Scarce,
Term Expensive High Risk
Project Technology
Lots of
Potential

19. Many Bets of Today
Iterative
Budgets
Small, Cheap,
Focused Ubiquitous Low Risk
Projects Technology
Quick
Results

20. How to Do It All?
Direct Indirect

21. The App Economy
I want apps.
App
People Apps
Store

22. The App Economy
I am competitive.
App
People Apps
Store

23. The App Economy
I am changing everything.
App
People Apps
Store

24. The App Economy
I make apps.
App App
Peopl Apps
Store Developer
e

25. The App Economy
I want to be in apps.
App App Internal
People Apps
Store Developer Systems

26. The App Economy
I want easy
access.
App App Internal
Peopl Apps
Store Developer Systems
e

27. The App Economy
I want easy
I want security.
access.
App App Internal
Peopl Apps IT
Store Developer Systems
e

28. The App Economy
I want security
& accessibility.
App App Internal
Peopl Apps IT
Store Developer Systems
e

29. The App Economy
I provide security
& easy access.
App App Internal
Peopl Apps API API
Store Developer Systems
e Team

30. Application Programming Interface (API)

31. Browser Ubiquity
Web Site

32. Web UI & API
Application Programming
User Interface (UI) Interface (API)
http://twitter.com/#!/jack/status/20 http://api.twitter.com/1/statuses/sho
w/20.json
<!DOCTYPE html> {
<html data-nav-highlight-class- "created_at": "Tue Mar 21 20:50:14 +0000
name="highlight-global-nav-home"> 2006",
<head> "id": 20,
<title>Twitter</title> "id_str": "20",
<meta http-equiv="X-UA-Compatible" "text": "just setting up my twttr",
content="IE=edge”> "source": "web",
… …

33. The App Economy
I am competitive.
App App World of Internal
Peopl Apps API IT
Store Developer APIs Systems
e

34. API Value Chain
App App World of API Internal
Peopl App API
Store Developer APIs Team Systems
e

35. Application Developers are Kingmakers
App App App World of API Internal
App API
User Store Developer APIs Team Systems

36. API Initiatives
Internal Partners Customers Open

37. Internal
• No developers
Loners • No problem
• Less planning
Departments • More doing
• Agile
IT • and Stable

38. Partners
• More reach
Channels • New revenue
• Expand footprint
Extenders • Strategic offerings
Completers • Plug holes

39. Customers
• Innovative Apps
Innovation • Extend Features
• Data Sync
Integration • Business Process
• Upload data
Batch Kickstart • Upload users

40. Open
• Huge crowds
Breakthroughs • Wait and see
• Niche developers
Niches • Niche solutions
• Inspire research
Directed • Solve problems

41. Enterprise API Engine
Internal
Open Partners
Customers

42. THANK YOU
Subscribe to API webinars at:
youtube.com/apigee

43. THANK YOU
IRC
#api-craft
on freenode

44. THANK YOU
Questions and ideas to:
groups.google.com/group/api-craft

45. THANK YOU
Contact me at:
@landlessness
brian@apigee.com