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

Hi,
I’m Olaf Janssen
I’m a Product & Services Advisor at the National
Library of the Netherlands (KB)
It means that I understand & research the future
needs for KB webservices.
I give advice how to translate those needs into
online product development. olaf.janssen@kb.nl
@ookgezellig
slideshare.net/OlafJanssenNL
Current fields of interest:
- Open data, Web2.0 & APIs for cultural heritage
- GLAM-Wikimedia collaboration
- Legal compliance

What I hope you’ll get out of this talk
1. Enhanced understanding of Web 2.0 theory (homework)
2. Enhanced understanding of API theory
3. Importance of APIs in adding value to the web

What I hope you’ll get out of this talk
1. Enhanced understanding of Web 2.0 theory (homework)
2. Enhanced understanding of API theory
3. 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

Modern internet
 Web2.0 & APIs

How many of the key concepts
hhh
behind these everyday things do you
really grasp?
Modern internet
 Web2.0 & APIs

How does my talk fit in overall DACH course?

This slidedeck is optimised
for
slideshare.net/OlafJanssenNL

Alright,
let’s go!

Access to cultural
heritage – B.PC
Before the PC

BMICE ring 1
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

Access ’80s - PCs are the T.F.O.
?

date
T.F.O.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

Technology Fetish Object date
to 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our youth go out of date.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

1985
[ Computer ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

1985 1998
[ Computer ] [ CD player ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

1985 1998 2003
[ 27” Widescreen
[ Computer ] [ CD player ] TV ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

BMICE ring 2
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

Access ’90s – websites are T.F.O.’s

Access ’90s – websites are T.F.O.’s

Access ’90s – websites are T.F.O.’s

Access ’90s – websites are T.F.O.’s

Access ’90s – websites are T.F.O.’s

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

BMICE ring 4
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

BMICE ring 4
?
?
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

BMICE ring 4
Web 2.0
?
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

BMICE ring 4
Web 2.0
APIs
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

BMICE ring 4
I’ll focus on these in the
rest of the talk
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

Web 2.0
How many of the key concepts behind this
everyday thing do you really grasp?

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

2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
1. The long tail
2. Data is the next Intel Inside Concepts 1 -7 elaborated on
3. Users add value
4. Network effects by default
5. 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-2013
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
1. The long tail
2. Data is the next Intel Inside
3. Users add value
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
1. The long tail
Web 2.0 applications are built of
2. Data is the next Intel Inside
a network of cooperating data
3. Users add value services (APIs).
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

API ?
How many of the key concepts behind this
everyday thing do you really grasp?

Application
Programming
Interface

Application
Programming
Interface

Tech definition: it’s just an interface
A website is a user interface between a human and a
computer
An API is a programmable interface between two
computers
… with a number of characteristics ….

ATM to illustrate API characteristics
•Specialized service,
does limited set of things very well
•Standardized & well-defined
operation
•Limited set of input
card, pin, amount, receipt Y/N
•Limited set of output
cash, (receipt)
•Enabling (protocolised) self-service

2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
1. The long tail
Web 2.0 applications are built of
2. Data is the next Intel Inside
a network of cooperating data
3. Users add value services (APIs).
4. Network effects by default
5. Some rights reserved
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards
3. Don’t try to control what happens when it gets to
the other end of the connection

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards
3. Don’t try to control what happens when it gets to
the other end of the connection
Radical trust (once more)

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards
3. Don’t try to control what happens when it gets to
the other end of the connection
4. Re-use APIs of others

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1st party
webservice

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Other 1st party
webservice
1st party
webservice

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Other 1st party
webservice
1st party
webservice 3rd party
webservice

Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Other 1st party
webservice
1st party
webservice 3rd party
webservice

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

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

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

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

What is an open API?
http://www.youtube.com/watch?v=7r7QpIDEI_o
Must-see video

Some well-known APIs

Google Maps API

Google Maps API
•Worlds’ most popular API (oct 2012)
•True web2.0 setup : network of more
specialized APIs: StreetView, Directions,
Elevations, Timezone, Geocoding, Places, Earth

flushtracker.com Google Maps API

cyclingthealps.com Google Maps API

Twitter API

140blood.com Twitter API

Tweaker the Tweet Speaker Twitter API

Amazon API

APIs actually…

bookstore.icm.ac.uk Amazon API

Liveplasma
Amazon API
Liveplasma gives you a visual display of
related bands, songs, movies, books etc..

Amazon API
Relationships generated by Amazon API
“customers who bought this album also like….”

Moo is a printing company

They print personalised business cards,
postcards, Christmas cards, stickers,
labels…

You can use Moo’s templates …

..or design your own

Question:
Why the would Moo need an API?

Some answers at the end of the
talk…..

Good news!
APIs add value!

Good news!
APIs add value for
1. API providers / businesses
2. API consumers / developers
3. Software consumers / end-users

API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

API value chain
API provider
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

API value chain
API provider
Businesses open up their
assets via APIs, while keeping
control over their data,
products & services
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

API value chain
Business assets
API provider
owner
Owner of business assets is not
necessarily provider of API
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

API value chain
API consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

Developers can start building
API value chain applications and businesses
around a companies assets.
They use exposed API
resources and self-service tools
to establish a business
relationship
API consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

E.G: Game makers like Zynga, Developers can start building
API 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 consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

API value chain
Software consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

1.
APIs from biz dev POV

Apps
Partners
Income
Adam DuVander
http://thenextweb.com/video/2012/04/28/the-new-api-apps-partners-income-adam-duvander-at-the-next-web-conference-2012-video

Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”

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
with ideas that are way better than
our ideas, …. that we wouldn’t have
been able to get to, being a very small
team.”

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 law
with ideas that are way better than
our ideas, …. that we wouldn’t have “No matter which
been able to get to, being a very small business you are in, the
team.” smartest people always
work for someone else”

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
with ideas that are way better than
our ideas, …. that we wouldn’t have
been able to get to, being a very small
team.”
So, the API has easily 10x more
traffic than the website..”

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
with ideas that are way better than
our ideas, …. that we wouldn’t have
been 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…”

Jeff Bar
(Amazon evangelist - 2008)
“The adoption of Amazon's Web
services (API) is currently driving
more network activity than
everything Amazon does through
their traditional websites”

Brian Swette (eBay - 2000)
Our new API will openly provide the
tools that developers need to create
applications based on eBay
technology”
"There are already dozens of
companies and hundreds of
applications that rely on our site….
"Our new API will provide much
needed standardization. Existing
applications will run more reliably..”
“More and more companies will be
able to easily and seamlessly
weave the eBay marketplace into
their business models."

Q:
How big is this API
business stuff?

A:
It’s huge!

APIs are the cornerstones of
BizDev 2.0
Having a well-developed API is the
modern way for growing a
business

Sounds weird?

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

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