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

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. 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. 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. 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. Modern internet Web2.0 & APIs

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

7. How does my talk fit in overall DACH course?

8. This slidedeck is optimised for slideshare.net/OlafJanssenNL

9. Alright,let’s go!

10. Access to culturalheritage – B.PC Before the PC

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

12. Access ’80s - PCs are the T.F.O. ?

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

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 Technology Fetish Object dateto show how quickly the gadgets of our youth go out of date.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. 1985[ Computer ] http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

16. 1985 1998[ Computer ] [ CD player ] http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

17. 1985 1998 2003 [ 27” Widescreen[ Computer ] [ CD player ] TV ] http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

19. Access ’90s – websites are T.F.O.’s

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

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

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

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

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

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

36. ApplicationProgrammingInterface

37. ApplicationProgrammingInterface

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. 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. 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. Web2.0 (BMICE Ring 4)a network of cooperating data services (APIs).1. Offer API yourself2. Syndicate your data outwards

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

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

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

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

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

54. Some well-known APIs

55. Google Maps API

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. flushtracker.com Google Maps API

58. cyclingthealps.com Google Maps API

59. Twitter API

60. 140blood.com Twitter API

61. Tweaker the Tweet Speaker Twitter API

62. Amazon API

63. APIs actually…

64. bookstore.icm.ac.uk Amazon API

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

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

67. Moo is a printing company

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

69. You can use Moo’s templates …

70. ..or design your own

71. Question:Why the would Moo need an API?

72. Some answers at the end of the talk…..

73. Good news!APIs add value!

74. Good news!APIs add value for1. API providers / businesses2. API consumers / developers3. Software consumers / end-users

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

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

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

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

83. 1.APIs from biz dev POV

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

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. 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. 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. 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. 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. 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. Q:How big is this API business stuff?

93. A:It’s huge!

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

95. Sounds weird?

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

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. John Musser(Founder ProgrammableWeb.com):

102. APIs as biz-dev enabler (aka Bizdev 2.0)“Decentralized business development” Flickr APIBusiness/Partner Consumer/Hacker

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. 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. 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. 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. API Timeline2000 2002 2003 2005 2006 2007 2008 2009 2010 105 APIs 352 APIs 601 APIs 1,116 APIs 1,628 APIs ? APIs

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. Success for these businesses is heavily relying on their API(s)

110. APIs: Wide range of industries Based on directory of 2,300 web APIs listed at ProgrammableWeb, November 2010

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. 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. 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. 100’s of “Netflix Ready” devices Source: Michael Hart, Netflix

115. 2.APIs from developers POV

116. Developers are thecraftsmen of the 21st century flickr.com/tom_w_bn

118. Developers built stuff flickr.com/mashery

119. Developers solve problemsflickr.com/Olaf_Janssen

120. They change the world

121. Q:How big is this API developer world?

122. HI N T

123. Developers use APIs as their raw material… Flickr: Patrick Bürgler

124. … but need additional tools for adding value Flickr: locket479

125. What can API providers do to make their lives easier? Flickr: watchsmart

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. RequestWhat’s the price of IBM?

128. Response

129. Feel free to explore further….http://www.youtube.com/watch?v=v3OMEAU_4HI

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. REST vs. SOAP, more of both, but a lot more REST REST SOAP

132. JSON Rising: 62% of allnew APIs in 2012 support JSON28% of all new APIs in 2012support only JSON (no XML)

133. 2. Offer fast, automated signup Europeana API key registration Linkedin registration for new applications

134. 3. Quickstart, HowTo’s, FAQs, full documentation Layar API HowTo’sYoutube API Quickstart eBay API FAQs Flickr API full documentation

135. 4. Code samples & libraries, tutorials, demos Tumblr API code samples Google Maps API demos Layar API tutorials Linkedin code libraries

136. 5. Offer coding tools Google’s Code Playground Europeana’s API console Slideshare API explorer Facebook’s debugger

137. 6. Provide API monitoring & status tools YouTube API response times Twitter API performance & availability

138. 7. Communication & Community tools Dropbox developers forumTumblr developers blog Spotify FB event Spotify API OpenOffice API wiki Twitter-channel

139. 8. Marketing & Evangelism KB API team @ hackathon Promoting apps to media Soundcloud App gallery Europeana API implementation casestudies

140. 9. Clear legal & finance terms Google Maps API licensing Google Translate API pricing model Flickr API Terms of Service YouTube app monetization

141. 3.APIs from end-user POV

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. 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. APIs make life easier… with new possibilities& experiences•Mobile apps•Device-independence•Sharing content here & now•Embedding content•Synchronising channels•Easier authentication

156. Q:How big is this API end-user world?

157. smart

158. OK, that’s about it from me… One more thing…

159. Question:Why the would Moo need an API?

160. 1. Build custom card design GUIs for your target audiences. Moo will do printing / checkout / shipping / customer care

163. 2. Become Moo-affiliate

164. 3. Become Moo-affiliate Self-service made possible by API

165. 3. Build extensions for desktop software• Adobe InDesign Extension• Adobe Photoshop Lightroom Plugin

166. THANKS!olaf.janssen@kb.nl@ookgezelligslideshare.net/OlafJanssenNL