This document discusses how businesses can evolve their models by adopting APIs in the same way Darwin's finches adapted through evolution. It notes that in the 20th century, businesses transitioned from direct to indirect models by selling through retailers. Similarly, the web is transitioning from direct to indirect models by using APIs. For businesses to be successful as the environment changes, they need to view their API as the product and ensure it can be easily reused and combined with other APIs. The document provides several examples of successful API adaptations businesses can make, such as unlocking legacy data and driving new data through APIs.
54. Broad consumer marketing and branding Distribution exclusives in territory and product allocation Special makes for select retailers Retailer incentives – slotting fees, joint marketing, tiered volume discounts Consumer incentives – coupons, in-store events, limited time discounts
89. They can be independent or they can support each other. It is up to you to decide if there’s harmony.
90.
91. Your company may be very well adapted to the web, but is it adapted to mobile? Mobile devices have limited storage and processing and need to be tied in to real-world and social dimensions. They use APIs to get at location, maps, social graphs, and events.
92. Social sites are data services with a critical mass of users, where each new user makes the service better. You can’t build a new Facebook or Twitter. But you need to access them, so you use their APIs.
99. We’ve gone from libraries to APIs. In a cloud computing world people access library-like functionality via an API. These services are the unit of programming. Make your API useful and it will be carried to customers you’ve never met.
108. Markets are changing so fast that you can’t spend the time to “market size, focus group, plan, develop, launch, measure and sustain” because the market niche may be gone or fundamentally changed
109. A rapidly expanding range of computing platforms are needed to reach consumers.
114. Thousands of people, who are not on your payroll, who are intimately part of each of these changing interest groups and niches, must be convinced to carry your product there for you in a way that adapts to the dynamic environment
115. Thousands of people, who are not on your payroll, who are intimately part of each of these changing interest groups and niches, must be convinced to carry your brand there for you in a way that adapts to the dynamic environment
116. Thousands of people, who are not on your payroll, who are intimately part of each of these changing interest groups and niches, must be convinced to carry your experience there for you in a way that adapts to the dynamic environment
120. Only 1 of 100 will be successful – not a failure rate that you can withstand and remain in business. You need to encourage that to happen “out there” where the cost structures and speed of business are synchronized. Be ready to reward or acquire the winners.
122. Realizing that developers are your channel Being recombinant and easily mixed Unlocking your legacy data into open APIs Driving new data into your system via open APIs Supporting your application ecosystem
135. recombinant Two rules for marketing your API to developers 1. Don’t assume that developers are clamoring for your API. 2. Don’t assume that developers will want to use your API alone.
138. “ This is all about the customers. To the customer it shouldn’t feel like a disjointed experience. It's like a bank : ATM , teller, website, iPhone app. This is the price of admission. this is the level of fidelity we need with the customer. Mike Debnar VP Retail, Blockbuster
141. recombinant REST first, everything else second Nothing weird: straight XML, straight JSON Keep responses small Keep calls granular No custom security schemes: use OAuth Don’t make the developer deal with PCI-compliance Sample code wins every time You’ll get it wrong the first time – so listen well
145. recombinant Observe your adjacencies Don’t break social sign-ons If location matters then match Google Maps Don’t require session management Provide sample code for expected remixes Reward creativity through promotion
148. legacy data Open APIs for your legacy data means innovation can happen out there
149. legacy data Product Catalogs that integrate with your backend Customer Preferences based on your interactions Historical Purchases through your existing sites Logistics Information about your supply chain Seasonality on purchases of goods and services Location of historical purchases User Recommendations of good and services Service Providers that you have transacted with
158. application ecosystem An app is only as strongas its weakest API call Your API is a product like any other product Design for scale of business processes There is a huge gap between a feature and a business
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http://www.csuchico.edu/~curban/DarwinSP2002Phil108.htmUse at beginning to set up story – 1,2,3 are the same genus – adaptation to a competitive environment (island)
http://en.wikipedia.org/wiki/Punctuated_equilibriumWe are in an epoch of change – no longer copying Amazon’s 1-click model – rapid speciation
Cloud computing doesn’t have to mean moving your datacenter to AmazonIt can be about enabling cloud consumers to access your business via your API so that your business is everywhere – mobile and social, and underneath a thousand apps.
Don’t break the developer’s ability to do a “sign in with Twitter” or “Facebook Connect” authentication schemeClone similar APIs as appropriate (Tumblr)
GameSpy OpenOpen APIs for data and development services, making it easier for its partners on all platforms to add compelling online features to games, measure game performance and audience engagement, and collaborate with their communities. 1. one api for head and tail 2. for the tail - different policies - : give limited/metered access to long tail, self-service, provisioniong 3 using the tail to drive data!
Helping your (finches) application ecosystem succeed
Helping your (finches) application ecosystem succeed
Don’t have a meltdown!
Get everyone on the same page – you need business metrics, a picture of what success looks like, and executive buy-in and report-outs
“But it’s not enough to just have one. Everyone has or will have one, just like everyone had a website. So this is the new competitive landscape. And developers are your new indirect channel. You need to address, motivate, and sustain your indirect channel. The companies that thrive in THIS transition will write the rules for everyone else.”
NPR, New York Times, MTV Networks, Finance, Healthcare, Manufacturing; “Some of these businesses have been around for 5 years, others for 100”