Webinar: Business ROI for APIs
March 14th, 2013
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Webinar Housekeeping
Questions- Please use WebEx Chat any questions you have and we’ll
answer them at the end of this webinar
Twitter: Event hashtag: #L7webinar
Follow us on Twitter: • @Layer7• @ATTDeveloper• @TechCrunch• @LSH• @Alex_Donn• @Intalex
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Webinar Presenters: Business ROI for APIs
Leslie Hitchcock @LSHHackathon Events ManagerTechCrunch
Alex Donn @Alex_DonnHead of HackathonsAT&T
Alex Gaber @IntalexAPI EvangelistLayer 7
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Agenda for Today’s Webinar
Topic: Business ROI for APIs
1. API Business Models
2. Building an API Brand
3. Hackathons for API Promotion and Success
4. Hackathon ROI for APIs
5. Developer API Challenges
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Agenda for Today’s Webinar
Topic: Business ROI for APIs
1. API Business Models
2. Building an API Brand
3. Hackathons for API Promotion and Success
4. Hackathon ROI for APIs
5. Developer API Challenges
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1. API Business Models
Various Business Models Exist for APIs
• Per API Call• Per API Payload• Transactional Revenue• Firehose API• Platform API
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1. API Business Models: Per API Call
Per API Call
Example:
TwilioText messages sent via an API are billed at $0.01 per message
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1. API Business Models: Per API Payload
Per API Payload
Example:
AT&T Speech APIVoice transcriptions via an API are billed at $X.XX per word
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1. API Business Models: Transactional Revenue API
Transactional Revenue API
Example:
Expedia EAN APIHotel is booked via anaffiliate application, earning the affiliate acommission
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1. API Business Models: Firehose API
Firehose API
Example:
Twitter APILarge scale accessto API for partnersbuilding significantintegrations
Please email api at twitter.com with your use case, a brief description of your organization, and the requested access level(s) you require. As a general rule, firehose access is rarely granted. You may want to investigate using a service such as gnip or datasift to access this data.
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1. API Business Models: Platform API
Platform API
Example:
Salesforce.comAPI Provided to customers to buildintegrations
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Agenda for Today’s Webinar
Topic: Business ROI for APIs
1. API Business Models
2. Building an API Brand
3. Hackathons for API Promotion and Success
4. Hackathon ROI for APIs
5. Developer API Challenges
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2. Building a Brand Around Your API
Promoting a brand around your API helps you get marketplace traction and allows you to market your API as a business in and of itself.
• Approach your API like a product
• What engages consumers or B2B customers may
not be appropriate for a dev audience
• Analyze companies that are exclusively API
businesses such as Twilio, Stripe and Singly
• Invest in your API and promote it accordingly
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2. Building a Brand Around Your API
Providing Integration with Mobile App Developer Tools
AT&T API
Plugin for
Appcelerato
r
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2. Building a Brand Around Your API
Providing Integration with Mobile App Developer Tools
SendGrid
API Plugin
for Tiggzi
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Agenda for Today’s Webinar
Topic: Business ROI for APIs
1. API Business Models
2. Building an API Brand
3. Hackathons for API Promotion and Success
4. Hackathon ROI for APIs
5. Developer API Challenges
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3. Hackathons for API Promotion and Success
opportunity cost ($ per developer)
effort (enterprise vs social)
do your APIs solve a problem?
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Agenda for Today’s Webinar
Topic: Business ROI for APIs
1. API Business Models
2. Building an API Brand
3. Hackathons for API Promotion and Success
4. Hackathon ROI for APIs
5. Developer API Challenges
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4. Hackathon ROI for APIs
good general marketing
good brand building
good NPS
excellent $/developer
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2012 Disrupt San Francisco Hackathon: By the Numbers
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500+ Hackers
1100+ Hack
Presentation Attendees
40+ Hackathon
Sponsors
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TechCrunch Hackathon Partnerships
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Most successful Hackathon partnerships:
• API Workshops• Custom Contests• Themed Mini Hacks• Hack Day “Table Area”
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2012 Disrupt Hackathon:Ford Partnership Use Study
Ford’s continued efforts in reaching TechCrunch’s developer audience have paid off, year over year.
What worked?• Marketing efforts on TechCrunch Event Site,
Hackathon Wiki and directly to Hackathon registrants drove participation in their mini Auto-themed hackathon
• Ford PR pitched API exclusively to TechCrunch writing team, independently of Disrupt sponsorship
• 70+ teams applied to participate in Ford’s mini-hackathon, up from approximately 30 in 2011
• 6 teams were chosen and competed for Ford’s prize: Ford Sync partnership and a trip to CES 2013
• Winner gained exposure through Ford in USA Today Money section
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2012 Disrupt Hackathon:Locu Partnership Use Study
In first year out of incubation, seed-funded Locu had largest overall implementation of a sponsored API.
What worked?• TechCrunch targeted Locu for an API
Workshop (only 6 available)• Marketing efforts on TechCrunch Event
Site, Hackathon Wiki plus Locu social efforts made their API Workshop standing room only
• 150 hacks submitted, 20% used Locu API
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Agenda for Today’s Webinar
Topic: Business ROI for APIs
1. API Business Models
2. Building an API Brand
3. Hackathons for API Promotion and Success
4. Hackathon ROI for APIs
5. Developer API Challenges
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5. Developer API Challenges
On-site support
Solid virtual technical systems
Good documentation
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Contact us today!
http://www.layer7.com
@Layer7
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Enterprise Mobility and BYODMarch 26, 9am PST
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Questions?