A presentation about folks who are supposed to use APIs for developing mobile apps.

1. Copyright VisionMobile 2014Copyright VisionMobile 2012
The science of speaking to mobile app developers
API Strategy Conference | Amsterdam | March 2014 Michael Vakulenko

2. Copyright VisionMobile 2014
2
This talk is about folks who
are supposed to
use APIs
for developing mobile apps

3. Copyright VisionMobile 2014
Understand developers
If you could speak to 7,000 app
developers, what would you ask them?
engage developers
Outreach,
tools
and
messaging
to
reach
and
engage
developers
Design Developer-driven
Business Models
VisionMobile | The analysts of the developer economy
We
help
companies
understand,
reach
developers
and
design
developer-­‐driven
business
models
Brand-Name clients
trusted by the top names in tech
Digital ecosystem experts
Thought leaders in the economics of
digital ecosystems
Media coverage
Recognised by the leading tech media
Thought-leading
research and
workshops on
software strategies
and developer-
driven business
models
Developer Economics 2014 6th ed.
3

4. Copyright VisionMobile 2014
API is an extension of business model
as opposed to having a business model of its own
4
Distribution channel
Data harvesting
Product extension
value
creation
value
capture
value
delivery
API as a product
IT architecture
Sales channel

5. Copyright VisionMobile 2014
API can extend business models in several ways
most imply indirect monetisation treating developers as partners
5
API as a examples API benefits
developer
role
API revenue
model
IT architecture
New York Times, Netflix,
Amazon
flexibility,
cost savings
employee,
contractor,
supplier, client
n/a
product
extension
Fedex, Eventbrite, FitBit,
Salesforce AppExchange
product
differentiation and
user lock-in
partner free
data
harvesting
Facebook Like, Google+ ID,
Twitter
user intelligence,
user-generated data
partner free
distribution
channel
Netflix, Google Play wider user reach partner free
sales channel
Walgreens,
Amazon affiliates
increased sales of
the core product
partner
developer
is paid
product
Twilio,
Salesforce Platform
direct revenues customer developer pays

6. Copyright VisionMobile 2014
API can extend business models in several ways
most imply indirect monetisation treating developers as partners
6
API as a examples API benefits
developer
role
API revenue
model
IT architecture
New York Times, Netflix,
Amazon
flexibility,
cost savings
employee/
contractor
n/a
product
extension
Fedex, Salesforce
AppExchange, FitBit
product
differentiation and
user lock-in
partner free
data
harvesting
Facebook ID, Google +,
Twitter
user intelligence
user-generated data
partner free
distribution
channel
Netflix, wider user reach partner free
sales channel
Walgreens, Amazon
affiliates
increased sales of
the core product
partner
developer
is paid
product
Twilio,
Salesforce Platform
direct revenues customer developer pays
3rd party developers are
the key to the success
of most API business model
extensions

7. Copyright VisionMobile 2014
…but, developer attention is limited
key challenge is breaking through noise
competing platforms
Developer mindshare leaders
telco API and app stores
telecom overlaysplethora of dev tools
chipset makers
handset makers
7

8. Copyright VisionMobile 2014
Key for getting developer attention is to understand:
8
What do developers
want to get done?

9. Copyright VisionMobile 2014
VisionMobile Developer Segmentation Model:
Jobs-to-be-done approach + hard data
9

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8 app developer segments motives/outcomes/success metrics
10

11. Copyright VisionMobile 2014
Different segments define success in their own ways
11

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Revenues are the primary goal for only half of developers
12

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The hierarchy of developer needs
13

14. Copyright VisionMobile 2014
If developers
were hobbits…
14
more at
DeveloperEconomics.com

15. Copyright VisionMobile 2014
Copyright VisionMobile 2011
Knowledge. Passion. Innovation.Let’s talk!
michael@visionmobile.com
Michael Vakulenko | Strategy Director | @mvakulenko
Updated: 12 November 2010
uses data from:
Developer Segmentation 2013
The definitive study of developer segments and the hierarchy of developer motivations
visionmobile.com/Segmentation2013

16. Copyright VisionMobile 2014
Copyright VisionMobile 2011
Knowledge. Passion. Innovation.
Updated: 12 November 2010