how the web is becoming programmable #smw paris2013

#SMWapihours

@webshell_ @SOASoftwareInc

Mehdi Medjaoui Emmanuel Dubois

Web

How does an API works?

An API is :

A communication interface between 2 applications, 2

websites or 2 things, which is automated and programmable

Technically an API is :

An application programming interface (API) is a protocol intended to be used as an interface by software components to

communicate with each other. It enables a 3rd-party application to access data or service from an other

application

If I was a

chocolate factory

my API could be :

my API

If I was...

a television

my API could be:

Program Controller Hard drive

If I was...

a flower

my API could be :

Light sensor

Temperature sensor

Humidity sensor

If I was ...

a human

my API could be :

language

Which helps us to better understand each other

Or not

If I was...

un site web or an application

my API will be :

A way to access, update, modify or delete data on

it and interact with it.

GETPOSTPUT

DELETE(REST)

Brief story of APIs

Brief story of web APIs

2000-2005

2000-2005

- 15 000 developers for ebay in 2005

- 330 000 developers for amazon in 2007

- $ 3Bn of income for salesforce in 2012

2005-2010

350 000 websites 1 billion smartphones

20/09

09/12

09/04

14/04

02/0919/05

25/0501/07

01/05

Opening of the API

50 000

100 000

300 000

13 billion call/day

1 000 000

18/0225 billion call/day

Tweetie

AprilMarch

20/01

2006

2009

2010

2011

201205/07

14/04 t.co

2010-2015

2010-2015

2010-2015

2015-2020?

APIs : Transform your product into a

platform

API ?

"75% of the Fortune1000 will have an public API in 2014"

"Every federal agency will have an API in 2013"

Why opening an API?

Opening its assets for :

OPEN INNOVATION

BUSINESS DEVELOPMENT

104 000 customers

10 000 affiliates

7 million

REVENUES

API management : Brand and product as

an API

Consumers become Do-ers

BtoC => BtoD

Developers, Designers, Digital consumers

Leverage the power of the crowd to spread your brand,

your reach and move forward

with your customers

14 salaries100 000 000 users

Everybody becomes an ''artist''

API

A product / servicesAn audience / Business modelA brand / Promotion

PRIVATE

PUBLIC

OPENCLOSED

PRIVATE

PUBLIC

OPENCLOSED

Product as an API

Marketing expectations

SKILLS TOOLS MONEY CAUSE

Marketing expectations

SKILLS TOOLS MONEY CAUSE

Busines Model

Controled revenues models

= Hackable and alternative revenue models

FREE PAYS GET PAID

Marketing dimensions

TransparencyContributionsOpennessMarketing "no bullshit"Hackability

Product as an API

How ?

Enterprise as a Legacy

Product as an API

Secure Service/datas

Product as an API

Secure Service/datas

Available

Product as an API

Secure Service/datas

Available

Accurate

Product as an API

Classcical Marketing

= Marketing about openness, access, hackability, utility and opportunities

Hackathons

Hackathons

Product as an API

Brand communities

= Developers communities

20th century

21th century

The Road to digital success

Marketing ComIT

The key to API successful strategy

A good product definition

The key to API successful strategy

A good product definition A controlled Asset

The key to API successful strategy

A good product definition A controlled Asset Disseminated and promoted brand

Extended digital World

Questions?

Mehdi Medjaoui06 14 94 59 03m.medjaoui@webshell.io

Emmanuel Dubois06 12 32 19 46Emmanuel.dubois@soa.com