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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
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Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb
Dana Crane Product Marketing Manager Layer 7 Technologies
John Musser Founder ProgrammableWeb
June 5, 2012
Layer 7 Confidential 2
Housekeeping
Questions - Chat any questions you have and we’ll answer them at the end of this call
Twitter - Today’s event hashtag:
- #L7webinar
- Follow us on Twitter:
- @layer7
- @johnmusser
- @programmableweb
facebook.com/layer7
layer7.com/blogs
layer7.com/linkedin
7 years
6,000+ APIs
3,000+ news
stories
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
6 Months
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
6 Months
4 Months
API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
6 Months
4 Months
3 Months
POST /GetStock HTTP/1.1 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>
GET hXp://example.org/stock/IBM
HOT or NOT
GET hXp://example.org/stock/IBM POST /GetStock HTTP/1.1 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>
SOAP REST
API protocols and styles Based on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012
{ "symbol": ”IBM", "price": 94.72, }
<?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:GetStockPriceResponse> <m:Price>34.5</m:Price> </m:GetStockPriceResponse> </soap:Body> </soap:Envelope>
HOT or NOT
{ "symbol": ”IBM", "price": 94.72, }
<?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:GetStockPriceResponse> <m:Price>34.5</m:Price> </m:GetStockPriceResponse> </soap:Body> </soap:Envelope>
JSON XML
Percentage of REST APIs supporting JSON Based on directory of 5,800 web APIs listed at ProgrammableWeb, May 2012
API Billionaires Club 5 billion API calls / day (April 2010)
1 billion API calls / day (Q1 2012)
5 billion API calls / day (October 2009)
13 billion API calls / day (May 2011)
1.4 billion API calls / day (May 2012)
1 billion API calls / day (January 2012)
1.1 billion API calls / day (April 2011)
1 billion API calls / day (May 2012)
More API Billionaires
2.5 billion API calls / month (April 2012)
5 billion API calls / month (May 2011)
2 billion API calls / month (December 2010)
3 billion API calls / month (July 2011)
12 billion API calls / month (May 2011)
6 billion API calls / month (February 2011)
3.7 billion calls / month (August 2011)
3.2 billion API-delivered stories / month (October 2011)
HOT or NOT
Hackathons
Hands-on promotion # hackathons Q1 2012:
Jan: 35 Feb: 57 Mar: 68
max prize in 2011 >= $100,000 data via @kinlane
Learn from API leaders
customer == developer
API as Product
New API
Should you brand your API?
=
=
“Powered by”
HOT or NOT
Interactive Documentation
Select method
Enter params
Click button
See results
Go write code…
Technical specifications
My APIs
Mashups & devs using the API
API related source code
API category blog posNngs
Related APIs by category, tag and “devs that used this, also used…”
User comments
Track this API
High level API overview
Related content Database driven
Personalized
Community
Algorithmic
How PW works
Make APIs social
Finding complementary APIs
1995
Why do we need a Web site?
2000 2005 2010
Of course we have a Web site
Of course we have an API
Why do we need an API?
Thank You
QuesNons, ideas, comments?john@programmableweb.com
@johnmusser
Photo credits Hackers: hXp://www.flickr.com/photos/hackny/5684846071/ Bored conference: hXp://www.flickr.com/photos/padorange/2580180117/
Layer 7 Confidential 3
Traditional “Closed” APIs
Divisions
Cloud
Partners
Mobile
API
Layer 7 Confidential 4
Open APIs
Divisions
Cloud
Partners
Mobile
API
Layer 7 Confidential 5
“If You Build It, They Will Come”
Layer 7 Confidential 6
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
Layer 7 Confidential 7
PROMOTING YOUR APIs
Layer 7 Confidential 8
Attracting Developers – Getting the Word Out
API Management Vendor
API Evangelist
Layer 7 Confidential 9
Attracting Developers – Getting the Word Out
Rely on your API Mgmt Vendor
Hire an API Evangelist
Layer 7 Confidential 10
Attracting Developers – API as Product
First to Market
Whole Product
Layer 7 Confidential 11
Attracting Developers – API as Product
First to Market Wins
Whole Product Wins
Layer 7 Confidential 12
FT & Creating a Whole Product for Emerging Markets
Layer 7 Confidential 13
Attracting Developers – Build Sample Apps
IT-built
Outsourced
Layer 7 Confidential 14
Attracting Developers – Build Sample Apps
Don’t Sell IT Short
Outsourced Development
Layer 7 Confidential 15
Attracting Developers – Incentivize
Show Me the Code
Show Me the Money
Layer 7 Confidential 16
Attracting Developers – Incentivize
Enrich Developer$
Empower Developers
Layer 7 Confidential 17
Examples
Layer 7 Confidential 18
Word of Mouth
Attracting Developers – Advertise
Marketing
Layer 7 Confidential 19
Measure & Reward Developers
Attracting Developers – Advertise
Blah, Blah, Blah
Layer 7 Confidential 20
API Discovery
Layer 7 Confidential 21
Documentation
Layer 7 Confidential 22
API Explorer
Layer 7 Confidential 23
Forums
Layer 7 Confidential 24
API Reporting
Layer 7 Confidential 25
Questions?
Dana Crane Product Marketing Manager Layer 7 Technologies dcrane@layer7.com
John Musser Founder ProgrammableWeb john@programmableweb.com
Layer 7 Confidential 26
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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