#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
2015-2020?
APIs : Transform your product into a
platform
"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
