why api? - business of apis conference
DESCRIPTION
Many API programs get launched without a clear understanding as to WHY the API should exist. Rather, many are focused on WHAT the API consists of and HOW it should be targeted, implemented and leveraged. This presentation focuses on establishing the need for a clear WHY proposition behind the decision. The HOW and then WHAT will follow from that. This presentation also uses the history of the Netflix API to demonstrate the power, utility and importance of knowing WHY you are building an API.TRANSCRIPT
This presentation has notes, in the Notes field below, detailing what I
spoke when giving this presentation.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
HOW
WHAT
WHY
HOW
WHAT
WHY
Less Clear
Clear
Fuzzy
Manages Work / Life
iPhone
Makes Life
Easier
Manages Work / Life
iPhone
Makes Life
Easier
Manages Work / Life
iPhone
Makes Life
Easier
Android
iPad
Pen&
Paper
The WHAT is a tactical manifestation that answers the WHY
Why build an API?
Why are you building APIs?
Developer Community
New Revenue Stream
Business Partnerships
Development Efficiency
Device Proliferation
HOW
WHAT
WHY
How will it be used?
What should be built?
Why API?
How will it be used?
What should be built?
Why API?
Netflix API Strategy : 2009
• Build a developer community
• Enable them to reach new potential subscribers
• Offer bounty for each new trial as incentive
• Potentially improve subscriber experience, increasing retention
Netflix API Strategy : 2009
• Build a developer community
• Enable them to reach new potential subscribers
• Offer bounty for each new trial as incentive
• Potentially improve subscriber experience, increasing retention
API as a Product
for developer community
2009
Image courtesy of Jay Mac 3 on Flickr
Netflix API Requests by Audience2009
External Developers
2007
Netflix API Strategy : 2010
• Support the existing developer community
• Support partner integrations
• Enable device proliferation strategy
• Support internal UI teams
Netflix API Strategy : 2010
• Support the existing developer community
• Enable device proliferation strategy
• Support internal UI teams
• Support partner integrations
API as a Product
with three audiences
Growth of Netflix API Requests
Jan-10 Jan-11 Jan-12 -
5
10
15
20
25
30
35
40
45
0.6
20.7
41.7
Requ
est i
n Bi
llion
s
70x growth in two years
Netflix API Requests by Audience
External Developers
2B daily
< 1M daily
It takes nearly three years of public API requests to equal
one day’s worth of private API requests
Netflix API Approach : Today
• Maximize efficiency in internal development
• Optimize system for rapid innovation and improved product experience
• Ensure system reliability and resiliency
• Scale system with the business
Netflix API Approach : Today
• Maximize efficiency in internal development
• Optimize system for rapid rapid innovation rate and product experience
• Ensure system reliability and resiliency
• Scale system with the business
API as a Tactic
Nearly 38 Million Subscribers
More than 40 Countries
Netflix Accounts for 33% of Peak Internet Traffic in North America
Netflix subscribers are watching more than 1 billion hours a month
Screen Real Estate
Controller
Technical Capabilities
RESTAPI
Request
RequestRequest
Request
Request
Request
RequestRequest
Request
Request
RequestRequest
Request
Request
Request
Request
How will it be used?
What should be built?
Why API?
So, why are you building an API?
