Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb Engage and on-board third-party developers to maximize the value of enterprise APIs Using API publishing as a means for opening enterprise information assets to outside developers creates the promise of new revenue channels, expanded market reach and enhanced customer retention. But simply building an API does not guarantee these benefits. An open API can only create true value for an enterprise if it is discovered and used by third-party developers. Therefore, enterprises need ways to promote their open APIs, in order to engage and on-board developers. This webinar, presented by API management vendor Layer 7 Technologies and API community pioneer ProgrammableWeb, will explore a range of best practices for API promotion and developer community building. You Will Learn

1. Getting Your API Discovered: The Secret to API
Promotion featuring ProgrammableWeb
 Dana Crane  John Musser
Product Marketing Manager Founder
Layer 7 Technologies ProgrammableWeb
June 5, 2012

2. Housekeeping
 Questions
- Chat any questions you have and we’ll answer them at the end of this call
 Twitter facebook.com/layer7
- Today’s event hashtag:
layer7.com/linkedin
- #L7webinar
layer7.com/blogs
- Follow us on Twitter:
- @layer7
- @johnmusser
- @programmableweb
Layer 7 Confidential 2

3. yea rs
7
PIs
00 +
A tories
6,0 new s
s
3 ,000+

4. API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

5. 8
Years
API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

6. 18
Months
8
Years
API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

7. 9
Months
18
Months
8
Years
API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

8. 6
Months
9
Months
18
Months
8
Years
API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

9. 4
Months
6
Months
9
Months
18
Months
8
Years
API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

10. 3
Months
4
Months
6
Months
9
Months
18
Months
8
Years
API growth rate
Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012

11. 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="hXp://www.w3.org/2001/12/soap-­‐
envelope"
soap:encodingStyle="hXp://www.w3.org/
2001/12/soap-­‐encoding">
<soap:Body
xmlns:m="hXp://www.example.org/
stock">
<m:GetStockPrice>
<m:StockName>IBM</m:StockName>
</m:GetStockPrice>
</soap:Body>
</soap:Envelope>
HOT or NOT

12. 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="hXp://www.w3.org/2001/12/soap-­‐
envelope"
soap:encodingStyle="hXp://www.w3.org/
2001/12/soap-­‐encoding">
<soap:Body
xmlns:m="hXp://www.example.org/
stock">
<m:GetStockPrice>
<m:StockName>IBM</m:StockName>
</m:GetStockPrice>
</soap:Body>
</soap:Envelope>

13. API protocols and styles
Based on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012

14. {
<?xml
version="1.0"?>
"symbol":
”IBM",
<soap:Envelope
"price":
94.72,
xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐
envelope"
}
soap:encodingStyle="hXp://www.w3.org/
2001/12/soap-­‐encoding">
<soap:Body
xmlns:m="hXp://www.example.org/
stock">
<m:GetStockPriceResponse>
<m:Price>34.5</m:Price>
</m:GetStockPriceResponse>
</soap:Body>
</soap:Envelope>
HOT or NOT

15. JSON XML
{
<?xml
version="1.0"?>
"symbol":
”IBM",
<soap:Envelope
"price":
94.72,
xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐
envelope"
}
soap:encodingStyle="hXp://www.w3.org/
2001/12/soap-­‐encoding">
<soap:Body
xmlns:m="hXp://www.example.org/
stock">
<m:GetStockPriceResponse>
<m:Price>34.5</m:Price>
</m:GetStockPriceResponse>
</soap:Body>
</soap:Envelope>

16. Percentage of REST APIs supporting JSON
Based on directory of 5,800 web APIs listed at ProgrammableWeb, May 2012

17. API Billionaires Club
13 billion API calls / day (May 2011)
5 billion API calls / day (April 2010)
5 billion API calls / day (October 2009)
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)

18. More API Billionaires
12 billion API calls / month (May 2011)
5 billion API calls / month (May 2011)
3.7 billion calls / month (August 2011)
3 billion API calls / month (July 2011)
2.5 billion API calls / month (April 2012)
6 billion API calls / month (February 2011)
3.2 billion API-delivered stories / month (October 2011)
2 billion API calls / month (December 2010)

19. HOT or NOT

20. Hackathons

21. Hands-on promotion
# hackathons Q1 2012:
Jan: 35 Feb: 57 Mar: 68
max prize in 2011 >= $100,000
data via @kinlane

22. Learn from API leaders

23. API as Product
customer == developer

24. Should you brand your API?
New API “Powered by”
=
=

25. HOT or NOT

26. Interactive Documentation

27. Select method
Enter params
Click button
See results
Go write code…

28. How PW works High level API
overview
Track
this
API
Related
content
Database
driven
Technical
specifications
Algorithmic
My
APIs
Mashups & devs
Personalized
using the API
API
related
source
code
Community
API
category
blog
posNngs
Related APIs by
category, tag and
“devs that used
this, also used…”
User comments

29. Make APIs social

30. Finding complementary APIs

31. Why
do
we
need
Of
course
we
Why
do
we
Of
course
we
a
Web
site?
have
a
Web
site
need
an
API?
have
an
API
1995 2000 2005 2010

32. Thank You
QuesNons,
ideas,
comments?
john@programmableweb.com
@johnmusser

34. Photo
credits
Hackers:
hXp://www.flickr.com/photos/hackny/5684846071/
Bored
conference:
hXp://www.flickr.com/photos/padorange/2580180117/

35. Traditional “Closed” APIs
Divisions
Cloud
API
Mobile
Partners
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36. Open APIs
Divisions
Cloud
API
Mobile
Partners
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37. “If You Build It, They Will Come”
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38. The New Business Model: B2D
 Developers are a new channel to market
- Business Case (get the buy in; get the funding)
- Channel Manager
- Build the Community
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39. PROMOTING YOUR APIs
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40. Attracting Developers – Getting the Word Out
 API Management Vendor  API Evangelist
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41. Attracting Developers – Getting the Word Out
 Rely on your API Mgmt Vendor  Hire an API Evangelist
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42. Attracting Developers – API as Product
 First to Market  Whole Product
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43. Attracting Developers – API as Product
 First to Market Wins  Whole Product Wins
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44. FT & Creating a Whole Product for Emerging Markets
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45. Attracting Developers – Build Sample Apps
 IT-built  Outsourced
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46. Attracting Developers – Build Sample Apps
 Don’t Sell IT Short  Outsourced Development
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47. Attracting Developers – Incentivize
 Show Me the Code  Show Me the Money
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48. Attracting Developers – Incentivize
 Empower Developers  Enrich Developer$
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49. Examples
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50. Attracting Developers – Advertise
 Word of Mouth  Marketing
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51. Attracting Developers – Advertise
 Measure & Reward Developers  Blah, Blah, Blah
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52. API Discovery
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53. Documentation
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54. API Explorer
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55. Forums
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56. API Reporting
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57. Questions?
Dana Crane John Musser
Product Marketing Manager Founder
Layer 7 Technologies ProgrammableWeb
dcrane@layer7.com john@programmableweb.com
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58. Next Layer 7 Webinar
How to Make Your Enterprise Apps Mobile-Ready, Fast
Leverage backend mobile middleware to deliver mobile-ready enterprise APIs
June 21, 2012
9am PDT | 12pm EDT | 5pm BST
Layer7.com/webinars
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