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Apps
    APIs & Syndication

  Creativity in the Post-Website Era

  #sxswapis


  Oren Michels
  Co-Founder & CEO
  Mashery
The end of “Interneting”
Wherever, whenever
Apps and APIs for Brands-The New Creative by Oren Michels
Apps and APIs for Brands-The New Creative by Oren Michels
Web 1.0
Web 2.0
What is creativity?


Generate or recognize ideas
                      alternatives
                      possibilities

                       solve problems
                       communicate
                       entertain
Perspective
New
Possibilities
Apps and APIs for Brands-The New Creative by Oren Michels
New
Possibilities
Creativity without
      Utility
what’s not new?
Be where your customer is
Utility
what’s new?
Ubiquitous
Connectivity
Mobile vs. Portable
Tactile
Tactile
Location Context
so what do you do?
Repurposing the
Internet is not the
     Answer
Apps Grant Wishes
Apps Grant Wishes
App-sized portions
great standalone apps
Apps and APIs for Brands-The New Creative by Oren Michels
Apps and APIs for Brands-The New Creative by Oren Michels
New models &
 Interactions
Apps and APIs for Brands-The New Creative by Oren Michels
Apps come from APIs
Data
 Digital Assets, Such as...
                                          Mapping




                               Catalog/
                              Inventory
                                          Customer
             Media                         Profiles




Data Layer
Logic
Things that Happen, Such as...         Register




                                 Buy
                                       Add to
              Search                    Cart


Logic Layer



Data Layer
www.

Presentation
Where Things End Up, Such as...


                                       Website


                              Mobile
                               App


Logic Layer



Data Layer
www.


               Internal developers build web
                 Maybe even a mobile app
              apps accessing data and logic.
                          or two...




Logic Layer



Data Layer
www.




              API Layer

Logic Layer



Data Layer
usa today


• very little traction in website era
• lots of traction in post-website era
Apps and APIs for Brands-The New Creative by Oren Michels
Apps and APIs for Brands-The New Creative by Oren Michels
Apps and APIs for Brands-The New Creative by Oren Michels
Apps and APIs for Brands-The New Creative by Oren Michels
Apps and APIs for Brands-The New Creative by Oren Michels
who owns location?
mashery/4square

• web 2.0 conference hack
• location owners no longer own/control
  their location
• crappy beer in circus mashimus lounge
What kind of brand are
        you?
so creativity has the
same goal. just different
         tools

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Apps and APIs for Brands-The New Creative by Oren Michels