Unlock your digital content and services & expand beyond your
websiteThe benefits of opening and managing your API
November 18th, 2009
3scale networksA New Generation of Internet BusinessA New Generation of Internet Business
Agenda
• How to unlock your digital content/services?
• The importance of API management
• Wine.com success story
• The 3scale solution
• Q&A
Guillaume Balas, VP Sales & Marketing Senior strategy consultant with Oliver
Wyman, focus on business dev., strategic planning and operations management in the IT and Telecom sectors
MBA from ESADE Business School, Barcelona, Spain
Martin Tantow, Co-founder Senior strategy consultant (Oliver
Wyman/Mercer) and strategic alliance manager (T-Mobile). He built his first company in 1999.
MBA, Univ. of Munich, School of Management Germany
Bill Clifford, Director Software Dev. at Wine.com Worked in a variety of fields within
Information Technology. From network administration to enterprise software development, he has experienced a bit of everything that goes on within an IT dpt.
BSEE in Electrical Engineering frin University of Michigan, Michigan, USA
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How do you reach your users/clients?
Web Site
Digital Content & Services
Online PopulationReach
Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe
Lost business opportunities
Limited reach Lost business opportunities Limited brand awareness Web scraping risks Important SEO and SEM
costs
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Develop a distributed web strategy…
APIs unlock new distribution channels and unleash the power of your web service
and online business.
Web Site 3rd Party Apps
WidgetsGadgetsBadges
Social Network
Apps (Facebook,
Opensocial..)
Mobile Apps
(iPhone, Android)
Web services / open API
non-visual services
Digital Content & Services
Online PopulationExtended ReachReach
Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe
…and make your content/services ubiquitous
Would you launch your website without analytics?
Would you let anybody access your content and services without knowing who they are?
Would you like to provide your customers with the best experience/service?
But…
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Would you give your content/services all for free?
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Managing your API is important
Control access Identify users
Secure your web service
Control traffic Manage violations
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And brings considerable benefits
Promote innovation
Focus on your core business
Develop new revenue streams
=
Develop brand awarenessDrive syndication
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“The API which has easily 10 times more traffic than the website, has been really very important to us.”
Biz Stone (co-founder, Twitter)
For some, API is at the earth of their strategy
“60% of all listings on eBay are added via their API’s – and eBay services over 6 billion API calls per month”John Musser (Programmable Web)
“Revenues increased by 86%”John Musser (Programmable Web)
“$7bn worth of items on eBay through APIs”Mark Carges (Ebay CTO)
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For others, API is an important key success factor
“40% of Salesforce revenue comes from external sites (API), not their own webite”
John Musser (Programmable Web)
“In January 2008, Salesforce.com was cumulating 24 billion API calls to date since its creation”
Dan Farber (ZDNet)
“The adoption of Amazon's Web services is currently driving more network activity than everything Amazon does through their traditional Web sites.”Jeff Bar (Amazon evangelist) / Dion Hinchcliffe (Journalist)
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And for many, API is key to their business
….
Wine.com: a success story
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We have unique data to offer the developer community.oOver 10 years of structured wine info.
The digital landscape is changing. More platforms for presenting data from the web.oAPI will allow us to take advantage of
new digital channels without additional IT resources
Opportunity to create Brand Awareness.
E-retailers are embracing mobile
Why develop an API ?
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Wanted to go with the “freemium” model.oGive most data away for free.oIf developer wants full access, we ask them to contact us
(still free access for now).
We did not want to build administrative tools.
3scale provided the tools we needed, at the price we could afford.
Integrating 3scale into our code base was extremely easy.oRoughly a week of developer time to complete the
integration.
Our approach
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Have roughly 180 registered users.
Roughly 10 of these users are active.
Common Uses: students working on class projects, web and mobile applications, personal use.
Users have demonstrated interest to build for web, iPhone, Android, Windows Mobile and Palm Pre.
Applications range from educational to revenue driving through affiliate model.
What we’ve learned
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Track account sign-ups
Monitor account usage
Track method usage in calls
Monitoring & Analytics
Content management for APIdocumentation
Flexible forums, blogs and other community tools
Developer portal
Usage limitations by methods
Contract management
API traffic filtering
Management & Access Control
Billing & Payment Pre- and post-
pay Usage plans
configuration Set pricing rules
according to metrics
Receive monthly settlement
3scale’s API Mgt. solution
Configure your API plans and set up metrics and limits
Management & Access control
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Number of hits per user/day
Number of hits per method
Monitoring & Analytics
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Create plans with different features and prices
Configure your pre-payment/post-payment infrastructure
Billing & Payments
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Integrate the full CSS of your corporate website
Configure the look and feel of your developer portal with our editing tools
Developer Portal
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3scale’s added value for your business
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Time to Market
Fast and easy deployment: couple of weeks versus some months, sometime a year.
ExpertiseTechnical expertiseBusiness expertiseBenefit from industry best
practices
Cutting-Edge
Benefit from latest technical innovations based on the industry standards.
Flexibility
Transform API provision into a business development function.
1 unique partner to deal withAllows focusing on core
business.
CostMonthly license fee versus cost of: - development - ongoing maintenance - opportunity
Market ReachBenefit from the “Network effect”:
API usersAPI providers
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1. Take the control of your online digital content and services
2. Empower your business development
3. Increase your Internet reach and revenues
Unleash the Power of your API !
With 3scale’s solution…
Companies that have chosen 3scale’s solutions
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Q&A
THANK YOU!Feel free to contact us:
Martin Tantow [email protected]
Guillaume Balas [email protected]
Get started with a FREE trial account: http://www.3scale.net/signup/new