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So you think you ….understand everyday life? Web2.0 & API theory – (still) very relevant in 2013

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This story is about the fundamentals of web2.0 theory and the added value of APIs (application programming interfaces) for modern businesses, developers and software consumers

The first 80 slides (about the fundamentals of web2.0) are available as a separate slidedeck via http://www.slideshare.net/OlafJanssenNL/part-1-of-the-lecture-so-you-think-you-understand-everyday-life-web20-api-theory-still-very-relevant-in-2013

The second part of the story - i.e. this particular slidedeck - deals with API-fundamentals and shows how APIs are the cornerstones of modern business development (BizDev2.0). By looking at casestudies from Google Maps, Twitter, Amazon, eBay, Moo, Flickr, Netflix and other web2.0-companies, it becomes clear how APIs add value for all parties on the modern web.

This presentation was given by Olaf Janssen - Product & Services Advisor for the National Library of the Netherlands (KB) - as a lecture for students of the master's course "Digital Access to Cultural Heritage" at Leiden University on 7-3-2013

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So you think you ….understand everyday life? Web2.0 & API theory – (still) very relevant in 2013

  1. 1. So you think you ….understand everyday life? Web2.0 & API theory – (still) very relevant in 2013 Lecture for the course Digital Access to Cultural Heritage at Leiden University, 07‐03‐2013 Olaf Janssen, National Library of the Netherlands olaf.janssen@kb.nl ‐ @ookgezellig ‐ slideshare.net/OlafJanssenNL
  2. 2. Hi,I’m Olaf JanssenI’m a Product & Services Advisor at the NationalLibrary of the Netherlands (KB)It means that I understand & research the futureneeds for KB webservices.I give advice how to translate those needs intoonline product development. olaf.janssen@kb.nl @ookgezellig slideshare.net/OlafJanssenNLCurrent fields of interest:- Open data, Web2.0 & APIs for cultural heritage- GLAM-Wikimedia collaboration- Legal compliance
  3. 3. What I hope you’ll get out of this talk1. Enhanced understanding of Web 2.0 theory (homework)2. Enhanced understanding of API theory3. Importance of APIs in adding value to the web
  4. 4. What I hope you’ll get out of this talk1. Enhanced understanding of Web 2.0 theory (homework)2. Enhanced understanding of API theory3. Importance of APIs in adding value to the web But wait, isn’t this a bit old? Like 2005-ish? Very often we take everyday common things - like modern internet - for granted But most of us only have vague notions about the key concepts behind them
  5. 5. Modern internet Web2.0 & APIs
  6. 6. How many of the key concepts hhhbehind these everyday things do you really grasp? Modern internet  Web2.0 & APIs
  7. 7. How does my talk fit in overall DACH course?
  8. 8. This slidedeck is optimised for slideshare.net/OlafJanssenNL
  9. 9. Alright,let’s go!
  10. 10. Access to culturalheritage – B.PC Before the PC
  11. 11. BMICE ring 1 Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  12. 12. Access ’80s - PCs are the T.F.O. ?
  13. 13. dateT.F.O. http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  14. 14. Technology Fetish Object dateto show how quickly the gadgets of our youth go out of date. T.F.O. Technology Fetish Object http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  15. 15. 1985[ Computer ] http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  16. 16. 1985 1998[ Computer ] [ CD player ] http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  17. 17. 1985 1998 2003 [ 27” Widescreen[ Computer ] [ CD player ] TV ] http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  18. 18. BMICE ring 2 Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  19. 19. Access ’90s – websites are T.F.O.’s
  20. 20. Access ’90s – websites are T.F.O.’s
  21. 21. Access ’90s – websites are T.F.O.’s
  22. 22. Access ’90s – websites are T.F.O.’s
  23. 23. Access ’90s – websites are T.F.O.’s
  24. 24. BMICE ring 3 Unfortunately: Digitizing content (ring 2) + putting it on a website (ring 3) ≠ findable and usable for modern users Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  25. 25. BMICE ring 4 Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  26. 26. BMICE ring 4 ? ? Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  27. 27. BMICE ring 4 Web 2.0 ? Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  28. 28. BMICE ring 4 Web 2.0 APIs Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  29. 29. BMICE ring 4 I’ll focus on these in the rest of the talk Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
  30. 30. Web 2.0 How many of the key concepts behind this everyday thing do you really grasp?
  31. 31. Web2.0 key concepts 2005 Tim O’Reilly What is Web 2.0: Design Patterns  and Business Models for the Next  Generation of Software You read this article in preparation http://oreilly.com/web2/archive/what-is-web-20.html Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  32. 32. 2005 Tim O’Reilly What is Web 2.0: Design Patterns and  Business Models for the Next  Generation of Software1. The long tail2. Data is the next Intel Inside Concepts 1 -7 elaborated on3. Users add value4. Network effects by default5. Some rights reserved slideshare.net/OlafJanssenNL/part-1-of-the-lecture- so-you-think-you-understand-everyday-life-web20- api-theory-still-very-relevant-in-20136. The perpetual beta7. Software above the level of a single device 8. Cooperate, dont control Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  33. 33. 2005 Tim O’Reilly What is Web 2.0: Design Patterns and  Business Models for the Next  Generation of Software1. The long tail2. Data is the next Intel Inside3. Users add value4. Network effects by default5. Some rights reserved6. The perpetual beta7. Software above the level of a single device8. Cooperate, dont control Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  34. 34. 2005 Tim O’Reilly What is Web 2.0: Design Patterns and  Business Models for the Next  Generation of Software1. The long tail Web 2.0 applications are built of2. Data is the next Intel Inside a network of cooperating data3. Users add value services (APIs).4. Network effects by default5. Some rights reserved6. The perpetual beta7. Software above the level of a single device8. Cooperate, dont control Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  35. 35. API ? How many of the key concepts behind this everyday thing do you really grasp?
  36. 36. ApplicationProgrammingInterface
  37. 37. ApplicationProgrammingInterface
  38. 38. Tech definition: it’s just an interfaceA website is a user interface between a human and acomputerAn API is a programmable interface between twocomputers… with a number of characteristics ….
  39. 39. ATM to illustrate API characteristics•Specialized service,does limited set of things very well•Standardized & well-definedoperation•Limited set of inputcard, pin, amount, receipt Y/N•Limited set of outputcash, (receipt)•Enabling (protocolised) self-service
  40. 40. 2005 Tim O’Reilly What is Web 2.0: Design Patterns and  Business Models for the Next  Generation of Software1. The long tail Web 2.0 applications are built of2. Data is the next Intel Inside a network of cooperating data3. Users add value services (APIs).4. Network effects by default5. Some rights reserved6. The perpetual beta7. Software above the level of a single device8. Cooperate, dont control Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
  41. 41. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).1. Offer API yourself2. Syndicate your data outwards
  42. 42. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).1. Offer API yourself2. Syndicate your data outwards3. Don’t try to control what happens when it gets to the other end of the connection
  43. 43. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).1. Offer API yourself2. Syndicate your data outwards3. Don’t try to control what happens when it gets to the other end of the connection Radical trust (once more)
  44. 44. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).1. Offer API yourself2. Syndicate your data outwards3. Don’t try to control what happens when it gets to the other end of the connection4. Re-use APIs of others
  45. 45. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs). 1st party webservice
  46. 46. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs). Other 1st party webservice 1st party webservice
  47. 47. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs). Other 1st party webservice 1st party webservice 3rd party webservice
  48. 48. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs). Other 1st party webservice 1st party webservice 3rd party webservice
  49. 49. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).Mashup (in browser) Other 1st party webservice 1st party webservice 3rd party webservice
  50. 50. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).Mashup (in browser) webservice Other 1st party webservice webservice 1st party webservice 3rd party webservice webservice
  51. 51. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).Mashup (in browser) webservice Other 1st party webservice webservice 1st party webservice 3rd party webservice webservice
  52. 52. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).Mashup (in browser) Mobile app webservice Other 1st party webservice webservice 1st party webservice 3rd party webservice webservice
  53. 53. What is an open API?http://www.youtube.com/watch?v=7r7QpIDEI_o Must-see video
  54. 54. Some well-known APIs
  55. 55. Google Maps API
  56. 56. Google Maps API•Worlds’ most popular API (oct 2012)•True web2.0 setup : network of morespecialized APIs: StreetView, Directions,Elevations, Timezone, Geocoding, Places, Earth
  57. 57. flushtracker.com Google Maps API
  58. 58. cyclingthealps.com Google Maps API
  59. 59. Twitter API
  60. 60. 140blood.com Twitter API
  61. 61. Tweaker the Tweet Speaker Twitter API
  62. 62. Amazon API
  63. 63. APIs actually…
  64. 64. bookstore.icm.ac.uk Amazon API
  65. 65. Liveplasma Amazon API Liveplasma gives you a visual display of related bands, songs, movies, books etc..
  66. 66. Amazon APIRelationships generated by Amazon API “customers who bought this album also like….”
  67. 67. Moo is a printing company
  68. 68. They print personalised business cards,postcards, Christmas cards, stickers,labels…
  69. 69. You can use Moo’s templates …
  70. 70. ..or design your own
  71. 71. Question:Why the would Moo need an API?
  72. 72. Some answers at the end of the talk…..
  73. 73. Good news!APIs add value!
  74. 74. Good news!APIs add value for1. API providers / businesses2. API consumers / developers3. Software consumers / end-users
  75. 75. API value chainhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  76. 76. API value chain API providerhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  77. 77. API value chain API provider Businesses open up their assets via APIs, while keeping control over their data, products & serviceshttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  78. 78. API value chainBusiness assets API provider owner Owner of business assets is not necessarily provider of APIhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  79. 79. API value chain API consumerhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  80. 80. Developers can start buildingAPI value chain applications and businesses around a companies assets. They use exposed API resources and self-service tools to establish a business relationship API consumerhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  81. 81. E.G: Game makers like Zynga, Developers can start buildingAPI value chain Playfish & Crowdstar exist applications and businesses because of Facebook APIs. around a companies assets. They use exposed API resources and self-service tools to establish a business relationship API consumerhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  82. 82. API value chain Software consumerhttp://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
  83. 83. 1.APIs from biz dev POV
  84. 84. Apps Partners Income Adam DuVanderhttp://thenextweb.com/video/2012/04/28/the-new-api-apps-partners-income-adam-duvander-at-the-next-web-conference-2012-video
  85. 85. Biz Stone (Twitter co-founder):“The API has been inarguably themost important thing we’ve done with Twitter.”
  86. 86. Biz Stone (Twitter co-founder): “The API has been inarguably the most important thing we’ve done with Twitter.”“It has allowed developers to build on top of our infrastructure and come upwith ideas that are way better than our ideas, …. that we wouldn’t havebeen able to get to, being a very small team.”
  87. 87. Biz Stone (Twitter co-founder): “The API has been inarguably the most important thing we’ve done with Twitter.”“It has allowed developers to build on top of our infrastructure and come up Joy’s lawwith ideas that are way better than our ideas, …. that we wouldn’t have “No matter whichbeen able to get to, being a very small business you are in, the team.” smartest people always work for someone else”
  88. 88. Biz Stone (Twitter co-founder): “The API has been inarguably the most important thing we’ve done with Twitter.”“It has allowed developers to build on top of our infrastructure and come upwith ideas that are way better than our ideas, …. that we wouldn’t havebeen able to get to, being a very small team.” So, the API has easily 10x more traffic than the website..”
  89. 89. Biz Stone (Twitter co-founder): “The API has been inarguably the most important thing we’ve done with Twitter.”“It has allowed developers to build on top of our infrastructure and come upwith ideas that are way better than our ideas, …. that we wouldn’t havebeen able to get to, being a very small team.” So, the API has easily 10x more traffic than the website..”“So, the API becomes a way for us to grow our business…”
  90. 90. Jeff Bar(Amazon evangelist - 2008) “The adoption of Amazons Webservices (API) is currently driving more network activity than everything Amazon does through their traditional websites”
  91. 91. Brian Swette (eBay - 2000)Our new API will openly provide thetools that developers need to create applications based on eBay technology” "There are already dozens of companies and hundreds ofapplications that rely on our site…. "Our new API will provide much needed standardization. Existingapplications will run more reliably..” “More and more companies will be able to easily and seamlesslyweave the eBay marketplace into their business models."
  92. 92. Q:How big is this API business stuff?
  93. 93. A:It’s huge!
  94. 94. APIs are the cornerstones of BizDev 2.0Having a well-developed API is the modern way for growing a business
  95. 95. Sounds weird?
  96. 96. Why do we Of course we Why do we Of courseneed a Web have a Web need an we have an site? site API? API1995 2000 2005 2010
  97. 97. Why do we Of course we Why do we Of courseneed a Web have a Web need an we have an site? site API? API1995 2000 2005 2010
  98. 98. Why do we Of course we Why do we Of courseneed a Web have a Web need an we have an site? site API? API1995 2000 2005 2010
  99. 99. Martin Tantow (co-founder of 3scale, an API service provider): “Not having an API today is like not having a website in the 90s..”“The website serves as no more than a marketing tool, all added value is delivered through the API “ (source)
  100. 100. John Musser(Founder ProgrammableWeb.com):
  101. 101. Why do we Of course we Why do we Of courseneed a Web have a Web need an we have an site? site API? API1995 2000 2005 2010
  102. 102. APIs as biz-dev enabler (aka Bizdev 2.0)“Decentralized business development” Flickr APIBusiness/Partner Consumer/Hacker
  103. 103. http://www.flickr.com/services/apps/tags/printing/ These companies take Flickrs API and build printing services without ever engaging with Flickrs team Flickr API Business/Partner Consumer/Hacker
  104. 104. http://www.flickr.com/services/apps/tags/printing/ These companies take Flickrs API and build printing services without ever engaging with Flickrs team Flickr might charge $$ for API-calls Flickr API Business/Partner Consumer/Hacker
  105. 105. http://www.flickr.com/services/These people use Flickr’sAPI for making home-grown apps without everengaging with Flickrsteam Flickr API Business/Partner Consumer/Hacker
  106. 106. http://www.flickr.com/services/These people use Flickr’sAPI for making home-grown apps without everengaging with FlickrsteamFree distribution of Flickrbrand Flickr API Business/Partner Consumer/Hacker
  107. 107. API Timeline2000 2002 2003 2005 2006 2007 2008 2009 2010 105 APIs 352 APIs 601 APIs 1,116 APIs 1,628 APIs ? APIs
  108. 108. 2008•12.000 3rd party apps for eBay•60% of all eBay.com traffic viaAPI•7 billion $$$ revenu via API2012•eBay API 1 billion calls per day!
  109. 109. Success for these businesses is heavily relying on their API(s)
  110. 110. APIs: Wide range of industries Based on directory of 2,300 web APIs listed at ProgrammableWeb, November 2010
  111. 111. APIs: Crucial for modern business• Make money  60% of all listings on eBay.com added via their APIs• Save money  SmugMug saves > $500K/year with Amazon cloud storage
  112. 112. APIs: Crucial for modern business• Make money  60% of all listings on eBay.com added via their APIs• Save money  SmugMug saves > $500K/year with Amazon cloud storage
  113. 113. APIs: Crucial for modern business• Make money  60% of all listings on eBay.com added via their APIs• Save money  SmugMug saves > $500K/year with Amazon cloud storage• Build brand experience  Google Maps 300% growth vs 20% MapQuest• Go anywhere  Netflix  available on over 200 devices
  114. 114. 100’s of “Netflix Ready” devices Source: Michael Hart, Netflix
  115. 115. 2.APIs from developers POV
  116. 116. Developers are thecraftsmen of the 21st century flickr.com/tom_w_bn
  117. 117. ... and women © Eric Roth
  118. 118. Developers built stuff flickr.com/mashery
  119. 119. Developers solve problemsflickr.com/Olaf_Janssen
  120. 120. They change the world
  121. 121. Q:How big is this API developer world?
  122. 122. HI N T
  123. 123. Developers use APIs as their raw material… Flickr: Patrick Bürgler
  124. 124. … but need additional tools for adding value Flickr: locket479
  125. 125. What can API providers do to make their lives easier? Flickr: watchsmart
  126. 126. 1. Offer simple technology, easy to adoptAPIs need ways to call or be called by other APIs and transport content.Without going into technical details, there are two ‘styles’ to do so ‘Complex’ ‘Simple’ SOAP REST Simple Object Access Protocol Representational State Transfer XML response JSON response Extensible Markup Language JavaScript Object Notation
  127. 127. RequestWhat’s the price of IBM?
  128. 128. Response
  129. 129. Feel free to explore further….http://www.youtube.com/watch?v=v3OMEAU_4HI
  130. 130. 1. Offer simple technology, easy to adoptAPIs need ways to call or be called by other APIs and transport content.Without going into technical details, there are two ‘styles’ to do so Bottom line: REST & JSON are the easy, simple, popular, low-barrier ways to go for modern API-developers (“all the cool kids use it”)
  131. 131. REST vs. SOAP, more of both, but a lot more REST REST SOAP
  132. 132. JSON Rising: 62% of allnew APIs in 2012 support JSON28% of all new APIs in 2012support only JSON (no XML)
  133. 133. 2. Offer fast, automated signup Europeana API key registration Linkedin registration for new applications
  134. 134. 3. Quickstart, HowTo’s, FAQs, full documentation Layar API HowTo’sYoutube API Quickstart eBay API FAQs Flickr API full documentation
  135. 135. 4. Code samples & libraries, tutorials, demos Tumblr API code samples Google Maps API demos Layar API tutorials Linkedin code libraries
  136. 136. 5. Offer coding tools Google’s Code Playground Europeana’s API console Slideshare API explorer Facebook’s debugger
  137. 137. 6. Provide API monitoring & status tools YouTube API response times Twitter API performance & availability
  138. 138. 7. Communication & Community tools Dropbox developers forumTumblr developers blog Spotify FB event Spotify API OpenOffice API wiki Twitter-channel
  139. 139. 8. Marketing & Evangelism KB API team @ hackathon Promoting apps to media Soundcloud App gallery Europeana API implementation casestudies
  140. 140. 9. Clear legal & finance terms Google Maps API licensing Google Translate API pricing model Flickr API Terms of Service YouTube app monetization
  141. 141. 3.APIs from end-user POV
  142. 142. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier logins (OAuth)
  143. 143. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels Software above the level of•Easier authentication a single device
  144. 144. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  145. 145. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  146. 146. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  147. 147. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  148. 148. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  149. 149. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  150. 150. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  151. 151. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  152. 152. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  153. 153. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  154. 154. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  155. 155. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication
  156. 156. Q:How big is this API end-user world?
  157. 157. smart
  158. 158. OK, that’s about it from me… One more thing…
  159. 159. Question:Why the would Moo need an API?
  160. 160. 1. Build custom card design GUIs for your target audiences. Moo will do printing / checkout / shipping / customer care
  161. 161. 1. Build custom card design GUIs for your target audiences. Moo will do printing / checkout / shipping / customer care
  162. 162. 1. Build custom card design GUIs for your target audiences. Moo will do printing / checkout / shipping / customer care
  163. 163. 2. Become Moo-affiliate
  164. 164. 3. Become Moo-affiliate Self-service made possible by API
  165. 165. 3. Build extensions for desktop software• Adobe InDesign Extension• Adobe Photoshop Lightroom Plugin
  166. 166. THANKS!olaf.janssen@kb.nl@ookgezelligslideshare.net/OlafJanssenNL

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