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Platform is the New Product



                       Delyn Simons
                      @delynator, @mashery
            ...
Web 1.0

screen-scraping

personal websites

   directories

   stickiness

   publishing

                    O’Reilly.co...
Web 1.0          Web 2.0

screen-scraping         APIs

personal websites    blogging

   directories        tagging

   s...
Web 1.0          Web 2.0

screen-scraping         APIs

personal websites    blogging

   directories        tagging

   s...
Accelerating Growth of APIs




    Based on directory of 3,900 web APIs listed at ProgrammableWeb, October 2011

8
APIs since 2006
“Think like a Platform.”
Developers
 change the game
Developers
   are 21st
   century
 craftsmen




           Photo Credit:
  flickr.com/tom_w_bn
Developers build stuff




Photo Credit:
flickr.com/mashery
Developers solve
 problems



Photo Credit:
flickr.com/delynator
Developers
tinker and prototype   Photo Credit:
                       flickr.com/techcrunch
Your API Ecosystem
Developer Marketing? Try Solving Pain.




           API Survey conducted by YourTrove, Inc. August 2011
“Think like a Platform.”
Product Think    Platform Think

Device-centric   Services-centric

     OS                 Cloud

  Hardware            C...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Photo Credit:
flickr.com/delyn
REST vs. SOAP: Simplicity wins again




          Distribution of API protocols and styles
          Based on directory o...
REST vs. SOAP: Simplicity wins




       Distribution of API protocols and styles
       Based on directory of 3,200 web ...
JSON Rising: 55% of new APIs support JSON




         Percentage of new APIs with JSON support
           Based on direct...
20% of new APIs support only JSON




     Percentage of new APIs with only JSON support
         Based on directory of 3,...
1 in every 5 new APIs: “goodbye XML”




          Percentage of APIs with XML support
         Based on directory of 3,20...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Five Things Developers Hate
                about Your API

•   Restrictive Terms of Service

•   Unsupported Docs/Code Sa...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Platforms and Pivots
Platforms and Partners
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Think Like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Disruption happens.
At Comcast, it used to take 6 to 8 months to share resources
             to make great digital experiences. Now? 30 minut...
USA TODAY deployed #1 iPad, Kindle Fire news apps and get on
                multiple platforms, millions of devices.
    ...
Best Buy’s API saves millions of dollars in development.



                                                              ...
Think like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Think like a Platform

1. Please Drop the SOAP

2. Sell Aspirin, Not Vitamins

3. Interactive Documentation

4. Drink your...
Thank you!
Your feedback is a gift.




                            Delyn Simons
                           @delynator, @m...
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
Think like a Platform - EDC 2012
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Architecting your platform to meet 2012 mobile and web development standards is one of the best ways you can to enable your company to meet the demands of today's competitive markets. Building product in a platform way also helps your business prepare for disruptive forces that you cannot possibly predict.

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Think like a Platform - EDC 2012

  1. 1. Platform is the New Product Delyn Simons @delynator, @mashery #edc2012drc March 2012
  2. 2. Web 1.0 screen-scraping personal websites directories stickiness publishing O’Reilly.com, Sept 2005
  3. 3. Web 1.0 Web 2.0 screen-scraping APIs personal websites blogging directories tagging stickiness syndication publishing participation O’Reilly.com, Sept 2005
  4. 4. Web 1.0 Web 2.0 screen-scraping APIs personal websites blogging directories tagging stickiness syndication publishing participation O’Reilly.com, Sept 2005
  5. 5. Accelerating Growth of APIs Based on directory of 3,900 web APIs listed at ProgrammableWeb, October 2011 8
  6. 6. APIs since 2006
  7. 7. “Think like a Platform.”
  8. 8. Developers change the game
  9. 9. Developers are 21st century craftsmen Photo Credit: flickr.com/tom_w_bn
  10. 10. Developers build stuff Photo Credit: flickr.com/mashery
  11. 11. Developers solve problems Photo Credit: flickr.com/delynator
  12. 12. Developers tinker and prototype Photo Credit: flickr.com/techcrunch
  13. 13. Your API Ecosystem
  14. 14. Developer Marketing? Try Solving Pain. API Survey conducted by YourTrove, Inc. August 2011
  15. 15. “Think like a Platform.”
  16. 16. Product Think Platform Think Device-centric Services-centric OS Cloud Hardware Content Download Stream Wired Magazine, Dec 2011
  17. 17. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  18. 18. Photo Credit: flickr.com/delyn
  19. 19. REST vs. SOAP: Simplicity wins again Distribution of API protocols and styles Based on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011 23
  20. 20. REST vs. SOAP: Simplicity wins Distribution of API protocols and styles Based on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011 24
  21. 21. JSON Rising: 55% of new APIs support JSON Percentage of new APIs with JSON support Based on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011 25
  22. 22. 20% of new APIs support only JSON Percentage of new APIs with only JSON support Based on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011 26
  23. 23. 1 in every 5 new APIs: “goodbye XML” Percentage of APIs with XML support Based on directory of 3,200 web APIs listed at ProgrammableWeb, May 2011 27
  24. 24. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  25. 25. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  26. 26. Five Things Developers Hate about Your API • Restrictive Terms of Service • Unsupported Docs/Code Samples • 5 minutes < first API call • NOT Your Outsourced QA team • Deprecate with little/no notice
  27. 27. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  28. 28. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  29. 29. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  30. 30. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  31. 31. Platforms and Pivots
  32. 32. Platforms and Partners
  33. 33. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  34. 34. Think Like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  35. 35. Disruption happens.
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Think like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  40. 40. Think like a Platform 1. Please Drop the SOAP 2. Sell Aspirin, Not Vitamins 3. Interactive Documentation 4. Drink your own Champagne 5. Prepare for disruption
  41. 41. Thank you! Your feedback is a gift. Delyn Simons @delynator, @mashery #edc2012drc March 2012
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Architecting your platform to meet 2012 mobile and web development standards is one of the best ways you can to enable your company to meet the demands of today's competitive markets. Building product in a platform way also helps your business prepare for disruptive forces that you cannot possibly predict.

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