Most APIs support a company's product, like how a variety of applications can access Twitter content. There's a new breed of API that isn't supporting a product, but instead supporting the entire business. In these cases, the API is the product and the product helps developers solve a problem, which means developers are happy to pay. Mashery enables companies to offer their paid data as a service product. Twilio helps developers write voice and SMS applications. Urban Airship specializes in push notifications and geographic databases. SendGrid makes sure transactional emails make it to their recipients. The panel will discuss dos, don'ts and opportunities for this new type of API-based company.

1. Platform is the New Product
Delyn Simons
#sxsw #apibiz @mashery @delynator
March 2012

2. #sxsw

3. API as a Product
3

4. Partnering with Developers

5. 5 Things Developers Hate about Your API
• Restrictive Terms of Service
• Unsupported Docs/Code Samples
• First API call > 5 minutes
• NOT Your Outsourced QA team
• Deprecate with little/no notice
#sxsw #apibiz @delynator @mashery

6. At Comcast, it used to take 6 to 8 months to share resources
to make great digital experiences. Now? 30 minutes.
New apps with CodeBig
3,600+ affiliates
advanced viewing integration platform
features
TV programs
movies
subscriber info
channel info
listings
cable box info
“With Mashery, we can scale.”
Agustin Schapira, Principal Architect, Comcast

7. USA TODAY deployed #1 iPad, Kindle Fire news apps and get on
multiple platforms, millions of devices.
Scaling partnerships
is faster and easier
Mobile apps on millions • 700+ distribution
of devices partners
• 15 private APIs
• Partner on-boarding
from months to minutes
new articles
census data
photos
movie reviews
Engagement of public
book lists developers
sports salaries • 9 public APIs
• Commercial use OK
• Hackathons
“Our API is a platform for being wherever customers want our
content.”
Erik Bursch, Director of Operations, Content Systems, USA TODAY

8. Best Buy’s API saves millions of dollars in development.
100s of affiliate
partners
New web
features &
mobile apps
product info
commerce
store info
store inventory
reviews
timely offers
mobile upgrade
“The API saved us over $1.5 million and many months when
deploying new features and partnerships.”
Kumar Kandaswamy, Sr Director, Emerging Platforms, Best Buy

9. Platforms and Pivots
#sxsw #apibiz @delynator @mashery

10. Platforms and Partners
#sxsw #apibiz @delynator @mashery