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Services, Apps and the API Powered Web

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Steven Willmott
Steven Willmott

The document discusses the evolution of the web into an API and app-powered ecosystem, contrasting traditional web pages with apps that utilize APIs for data retrieval and functionality. It highlights significant trends, such as the increasing number of internet users and connected devices, and the importance of APIs in enabling scalable business models. The speaker emphasizes the responsibility to maintain the web's open nature while adapting to these technological shifts.

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THE WEB IS DEAD, LONG LIVE THE INTERNET (AND WHY YOU MIGHT BE INTERESTED!) Aka: SERVICES, APPS AND THE API POWERED WEB Steven Willmott / 3scale networks steve@3scale.net http://www.3scale.net @njyx
Agent technology Center, CTU, Prague Program in Open Informatics With thanks to Share & Remix freely: http://creativecommons.org/licenses/by-sa/3.0/
The Web is Dead, Long Live the Internet Wired Magazine / Aug / 2010
Wired corrected.. Rob Beschizza at BoingBoing -> Account for Traffic Growth! Traffic in 1995: 10 Terabytes Traffic in 2006: 1 Exabyte Traffic in 2010: 7 Exabytes
But right or wrong: • The shift really about traffic or Megabytes • It’s structural: – Where is the data? – How does it get to people? – How do people experience it? • And this applies to e-Commerce as well as Content
Then & Now Wired Magazine / Aug / 2010
Web Page -> App+API
The Web Servers host and deliver content / services to browsers to view / manipulate Web Servers
Apps Web Servers iPhones iPads Android Devices Desktop Widgets Tv’s, Fridges, Microwaves… Servers host and deliver content / services to many platforms
The Internet in 2015 Will look very different 2 Billion Users? 7.3BWorld Population 3B Internet Population 800M Smartphones 23% Computer Sales (USA) are Tablets 15B Internet Connected Devices Sources in resources
Mary Meeker / Web 2.0 Summit / Nov 2010 / San Francisco
Implications Full Page Web Browsing App Specific Interfaces Business Model Change
What is eBay? What is Amazon? A: They’re not “Web sites” or “Web Portals” – ebay is an auction engine Amazon is a commerce platform.
In this talk I. A bit about the what’s happening / trends and why the matter. The App and the API. II. Technical / Architectural point of view. III. “Saving” the Web.
APPS & APIS APIs power your Apps
What’s really going on with Mobile Applications? Web Servers Application Functions Features Graphics UIData Connection Application often calls “some backend somewhere” Calling an API !
Which means what? Web Servers Data Connection Raw Data / Service for your Application Can be used by Many different Applications
What do these things look like? <?xml version='1.0' encoding='utf-8'?> <GeteBayOfficialTimeRequest xmlns="urn:ebay:apis:eBLBaseComponents”> <RequesterCredentials> <eBayAuthToken>TOKENGoesHERE</eBayAuthToken > </RequesterCredentials> </GeteBayOfficialTimeRequest> XML
What do these things look like? "images":[ {"src":"img/a/1.jpg", "title":”Photo 1", "href":"img/a/big/1.jpg", "alt":"Photos www.example.com"}, {"src":"img/a/2.jpg", "title":”Photo 2", "href":"img/a/big/2.jpg", "alt":"Photos www.example.com"}, ]} JSON Inspired by http://www.outcut.de/MooFlow/example-json.html
RESTfull Web Services • Resources • Resource Identifiers (URIs) • Representations • Operators • Response Codes 70-80% of Web APIs Are simple REST-like
Operators • GET – Retrieve : return Information about a resources – List: lists the elements of a collection • POST – Create : create new resources • PUT – Update : Modify a resource – Create : Create a new resource • DELETE – Remove a known resource Manipulating Data Objects
Response Codes • 200 OK Standard success response • 201 Created • 202 Accepted • 301 Moved Permanently • 400 Bad Request • 401 Unauthorised • 402 Payment Required • 403 Forbidden • 404 Not Found • 405 Method Not Allowed Limited Scope for Response (but clear)
Evolution of Web Technology 1. Server sends Data, Structure & Styling to the Browser 2. Server sends Data, Structure (HTML) +Styling (CSS) to the Browser e.g. <b><i>Heading 1</i></h> HTML: <h1>Heading 1</h1> CSS: h1 { …. }
Evolution of Web Technology 1. Server separates Data and structure on the server before sending in big chunks 1. Start sending small chunks (AJAX) XSLT Transformation for device specific Content e.g. Gmail fetches email in the background – no full page refresh
The Web is becoming Programmable
Anybody can open up their data / service for reuse
Trends in the API Economy (which will likely be bigger than the App Economy)
Apps Everywhere
APIs: The “Dark Traffic” of the Web 3 Billion API Calls / Day, 75% of all traffic (April 2010) 8 Billion API Calls / Month (Q3 2009) 5 Billion API Calls / Day (October 2009) 5 Billion API Calls / Day (April 2010) 3 Billion API Calls / Month (March 2009) Over 50% of all traffic via API (March 2008) Over 100 Billion objects stored in S3 (March 2010)
These are “just” the public APIs
API Business Models is the product projects the product promotes the product powers and feeds the product Direct revenue Utility / Pay per transaction Tiered Pricing Bands Reach more places Provide more utility Allow deeper integration Enable Mobile Biz Development Lead Gen User Acquisition Advertising Affiliate Programs Brand promotion Content Acquisition Partner tie-in Internal Innovation
The API IS the product Core value is tied up in the API API API is core value Ecosystem Strategy Direct Customer Usage Encourage Resellers Build Tech Knowledge Encourage 3rd Party Tools Enable new Services Build Switching Costs Others Amazon AWS e.g API >> Websites Huge Growth $ If core service sees usage growth
The API Projects the product Extends availability of functionality to new places API Mobile apps / 3rd Parties / Added Utility Added to a product $ If increasing customer spend (primary) and numbers (secondary) for core product Ecosystem Strategy Encourage partner ecosystem Innovation opportunities Build Tech Knowledge Encourage 3rd Party Tools Enable new Services Build Switching Costs Salesforce.com e.g Thousands of value add apps 50k + devs Others
The API Promotes the product Secondary function and indirect revenue impact API Secondary (non core) service Designed to drive Leads / traffic $ If increasing customer numbers (primary) and spend (secondary) on core product Ecosystem Strategy Distribute “Teaser” Information Brand Diffusion Promote to niches Improve Partner Impact Cultivate Partners Amazon.com e.g 10’s 1000’s of affiliates Widgets to Whole sites powered Others
The API Powers and Feeds the product Content acquisition via the API API Content, User information, Ratings, comments Etc. into the service $ If when UGC brings appreciable value to the central product. Ecosystem Strategy Reach all relevant producers Facilitate Access Virtuous circle data in/outTwitter.com e.g 250,000 Apps 75% of traffic By API Others
Programmable Web Stats Programmable Web May 2010 Source: http://www.slideshare.net/jmusser/pw-glue-conmay2010 May 2010 •2000+ APIs •4800 Mashups Nov 2010 •2297 APIs •5345 Mashups
Infrastructure & Management Content Communication Processing Applications Personal Information APIAPIAPIAPIAPIAPI Example APIs by Layer
WEBSCALE MVC An architectural metaphor to help understand this
MVC Stands for Model / View / Controller Highly Successful Architectural Pattern for Application Development
VIEW = FORM MODEL = DATA CONTROLLER = BUSINESS LOGIC Model View Controller
MVC = Model / View / Controller Originally described for Smalltalk at Xerox Park
MVC has Revolutionized Software Web App Development
Clear separation between Data, Presentation & Business Logic
First : MVC Applications Model View Controller Separate at Design Time Baked together at Run Time
Then : MVC SAAS Model View Controller Separate at Design Time Baked together at Run Time Separate at Deploy Time
But MVC at “Web Scale” can mean something much more
Model = Data • Often most critical asset: – Wealth of data which has value – Real time / Reference data – Sometimes unique / sometimes not • Often: – has great value beyond the company that owns it – AND value beyond the ways the company can effectively deliver it.
View = Form • This used to be the “company web site” • Now it could be your SAAS application interface • Increasingly on Android, iPhone, Symbian, …
Controller = Business Logic • Also know as the “smart stuff”: – Application logic – Algorithms – Secret sauce – Housekeeping like user management / authentication / billing • Increasingly: – Some companies allow others to apply smart stuff to their data – Some companies apply their smart stuff to the data of others.
APIs enable Cloud Scale MVC Model View Controller Data Anywhere in any form Many Delivery Channels Third parties operating on data
Impact on Their Business • Companies focus on core competence • Leverage their Ecosystem • Companies are successful when they: – Define a clear center of gravity – Proactively manage the interfaces with other parts of the value chain
APIs Make this work: Models An API delivers you Data in Raw Form
APIs Make this work: Controllers APIs Provide Access to Smart Processing
APIs Make this work: Views APIS feed many possible ways to consume Data & Services
A fourth element – The Framework – The Internet Operating System (Normally MVC needs some glue)
Internet Operating System (Tim O’Reilly) Search Media Access (Auth / Caching / Analytics) Communications (Email, IM, …) Identity & Social Graph Payment AdvertisingLocation Activity Streams Time Image & Speech Recognition Government Data Storage Compute Power Connectivity
Elements of the “Internet Operating System” already API Driven C.f. Tim O’Reilly Search Media AccessTime Location Advertising Communications Identify & Social Graph
The Internet Operating System Emerging Search Media Access (Auth / Caching / Analytics) Communications (Email, IM, …) Identity & Social Graph Payment AdvertisingLocation Activity Streams Time Image & Speech Recognition Government Data Storage Compute Power Connectivity
PRESERVING KEY PROPERTIES OF THE WEB These changes have huge potential – but we need to take responsability
Critical we preserve the “linky-ness” of the Web (Link to anything from anywhere)
Problem: “Apps” don’t often to easily allow you to navigate beyond their boundaries (there is a risk we’ll loose linkyness)
In Fact: Apps in some cases are re- creating walled gardens (hopefully this is a temporary phenomenon)
See Tim Berners Lee’s Article – Scientific American Nov/22/2010: The Web also needs defending Tim Berners Lee / 22nd November 2010 – http://www.scientificamerican.com/article.cfm?id=long-live-the-web
Easy to think “The Web is part of nature – we don’t control it”
Not True! - We control it’s properties – we have responsibility for its evolution
To help keep the web moving forward Standardisation will have a huge impact Keeping APIs Easy to Use & Apps easy to build across platforms will be a key challenge HTML5 and APIS / APPs need to blend well overtime
CONCLUSIONS
The Web / Internet is rapidly becoming an open programmable computing system
Web Page Browsing will decline & Apps / APIs become the norm
Is the Web Dead? • Depends on your definition! • If you take the web as an information application running over the Internet – then it most definitely isn’t – it’s evolving very very fast.
The next 5 years will see dramatic changes in the structure of the Web & Internet
The shift from Web Pages to Apps+APIs is at the core of this change
Thank You & Have Fun! Steven Willmott / 3scale networks Find 3scale at http://www.3scale.net Find me at steve@3scale.net & @njyx
http://www.3scale.net/ Out of the box management infrastructure to power your API & App Strategy
RESOURCES
Resources • http://www.programmableweb.com • http://www.zdnet.com/blog/hinchcliffe/open-apis-reach-new-high-water- mark-as-the-web-evolves/215 • http://www.sexywidget.com/my_weblog/2008/11/api-business-mo.html • http://www.3scale.net/wp-content/uploads/api_ecommerce.pdf • http://www.3scale.net/wp-content/uploads/api_media_companies.pdf • http://www.slideshare.net/sanjayjhawar/apis-20-presentation-at-the- telco-20-conference-in-orlando-11-december-2009
Resources • http://www.slideshare.net/fedecarg/open-platforms-and-apis • http://www.slideshare.net/openplatform/op-commerciallaunchv2 • http://www.slideshare.net/samramji/darwins-finches-20th-century- business-and-apis • http://www.slideshare.net/jmusser/pw-glue-conmay2010 • http://www.slideshare.net/3scale/apis-the-glue-of-cloud-computing • http://www.slideshare.net/Mashery/the-business-of-apis-2009- programmablewebcom
Resources • Facebook number of active users: Sept 2009: 300mil, Feb 2010: 400mil, June 2010: 500mil. The 2B figure on slide 10 is an (potentially aggressive) estimate but illustrates that the largest internet companies are bumping up against the limits of the online population and not far of the whole population • http://www.internetworldstats.com/stats.htm http://business.rediff.com/slide-show/2010/sep/03/slide-show-1- tech-internet-users-in-2015-top-7-nations.htm http://www.digitalfamily.com/mobilewebdesign/2009/08/smartph ones-will-overtake-computers-in-2011/ http://www.electronics.ca/presscenter/articles/1247/1/Global- Smartphones-Market-to-Reach-80442-Million-Units-by- 2015/Page1.html • http://www.forrester.com/ER/Press/Release/0,1769,1340,00.html • http://www.sys-con.com/node/1317657

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Services, Apps and the API Powered Web

  • 1. THE WEB IS DEAD, LONG LIVE THE INTERNET (AND WHY YOU MIGHT BE INTERESTED!) Aka: SERVICES, APPS AND THE API POWERED WEB Steven Willmott / 3scale networks [email protected] http://www.3scale.net @njyx
  • 2. Agent technology Center, CTU, Prague Program in Open Informatics With thanks to Share & Remix freely: http://creativecommons.org/licenses/by-sa/3.0/
  • 3. The Web is Dead, Long Live the Internet Wired Magazine / Aug / 2010
  • 4. Wired corrected.. Rob Beschizza at BoingBoing -> Account for Traffic Growth! Traffic in 1995: 10 Terabytes Traffic in 2006: 1 Exabyte Traffic in 2010: 7 Exabytes
  • 5. But right or wrong: • The shift really about traffic or Megabytes • It’s structural: – Where is the data? – How does it get to people? – How do people experience it? • And this applies to e-Commerce as well as Content
  • 6. Then & Now Wired Magazine / Aug / 2010
  • 7. Web Page -> App+API
  • 8. The Web Servers host and deliver content / services to browsers to view / manipulate Web Servers
  • 9. Apps Web Servers iPhones iPads Android Devices Desktop Widgets Tv’s, Fridges, Microwaves… Servers host and deliver content / services to many platforms
  • 10. The Internet in 2015 Will look very different 2 Billion Users? 7.3BWorld Population 3B Internet Population 800M Smartphones 23% Computer Sales (USA) are Tablets 15B Internet Connected Devices Sources in resources
  • 11. Mary Meeker / Web 2.0 Summit / Nov 2010 / San Francisco
  • 12. Implications Full Page Web Browsing App Specific Interfaces Business Model Change
  • 13. What is eBay? What is Amazon? A: They’re not “Web sites” or “Web Portals” – ebay is an auction engine Amazon is a commerce platform.
  • 14. In this talk I. A bit about the what’s happening / trends and why the matter. The App and the API. II. Technical / Architectural point of view. III. “Saving” the Web.
  • 15. APPS & APIS APIs power your Apps
  • 16. What’s really going on with Mobile Applications? Web Servers Application Functions Features Graphics UIData Connection Application often calls “some backend somewhere” Calling an API !
  • 17. Which means what? Web Servers Data Connection Raw Data / Service for your Application Can be used by Many different Applications
  • 18. What do these things look like? <?xml version='1.0' encoding='utf-8'?> <GeteBayOfficialTimeRequest xmlns="urn:ebay:apis:eBLBaseComponents”> <RequesterCredentials> <eBayAuthToken>TOKENGoesHERE</eBayAuthToken > </RequesterCredentials> </GeteBayOfficialTimeRequest> XML
  • 19. What do these things look like? "images":[ {"src":"img/a/1.jpg", "title":”Photo 1", "href":"img/a/big/1.jpg", "alt":"Photos www.example.com"}, {"src":"img/a/2.jpg", "title":”Photo 2", "href":"img/a/big/2.jpg", "alt":"Photos www.example.com"}, ]} JSON Inspired by http://www.outcut.de/MooFlow/example-json.html
  • 20. RESTfull Web Services • Resources • Resource Identifiers (URIs) • Representations • Operators • Response Codes 70-80% of Web APIs Are simple REST-like
  • 21. Operators • GET – Retrieve : return Information about a resources – List: lists the elements of a collection • POST – Create : create new resources • PUT – Update : Modify a resource – Create : Create a new resource • DELETE – Remove a known resource Manipulating Data Objects
  • 22. Response Codes • 200 OK Standard success response • 201 Created • 202 Accepted • 301 Moved Permanently • 400 Bad Request • 401 Unauthorised • 402 Payment Required • 403 Forbidden • 404 Not Found • 405 Method Not Allowed Limited Scope for Response (but clear)
  • 23. Evolution of Web Technology 1. Server sends Data, Structure & Styling to the Browser 2. Server sends Data, Structure (HTML) +Styling (CSS) to the Browser e.g. <b><i>Heading 1</i></h> HTML: <h1>Heading 1</h1> CSS: h1 { …. }
  • 24. Evolution of Web Technology 1. Server separates Data and structure on the server before sending in big chunks 1. Start sending small chunks (AJAX) XSLT Transformation for device specific Content e.g. Gmail fetches email in the background – no full page refresh
  • 25. The Web is becoming Programmable
  • 26. Anybody can open up their data / service for reuse
  • 27. Trends in the API Economy (which will likely be bigger than the App Economy)
  • 29. APIs: The “Dark Traffic” of the Web 3 Billion API Calls / Day, 75% of all traffic (April 2010) 8 Billion API Calls / Month (Q3 2009) 5 Billion API Calls / Day (October 2009) 5 Billion API Calls / Day (April 2010) 3 Billion API Calls / Month (March 2009) Over 50% of all traffic via API (March 2008) Over 100 Billion objects stored in S3 (March 2010)
  • 30. These are “just” the public APIs
  • 31. API Business Models is the product projects the product promotes the product powers and feeds the product Direct revenue Utility / Pay per transaction Tiered Pricing Bands Reach more places Provide more utility Allow deeper integration Enable Mobile Biz Development Lead Gen User Acquisition Advertising Affiliate Programs Brand promotion Content Acquisition Partner tie-in Internal Innovation
  • 32. The API IS the product Core value is tied up in the API API API is core value Ecosystem Strategy Direct Customer Usage Encourage Resellers Build Tech Knowledge Encourage 3rd Party Tools Enable new Services Build Switching Costs Others Amazon AWS e.g API >> Websites Huge Growth $ If core service sees usage growth
  • 33. The API Projects the product Extends availability of functionality to new places API Mobile apps / 3rd Parties / Added Utility Added to a product $ If increasing customer spend (primary) and numbers (secondary) for core product Ecosystem Strategy Encourage partner ecosystem Innovation opportunities Build Tech Knowledge Encourage 3rd Party Tools Enable new Services Build Switching Costs Salesforce.com e.g Thousands of value add apps 50k + devs Others
  • 34. The API Promotes the product Secondary function and indirect revenue impact API Secondary (non core) service Designed to drive Leads / traffic $ If increasing customer numbers (primary) and spend (secondary) on core product Ecosystem Strategy Distribute “Teaser” Information Brand Diffusion Promote to niches Improve Partner Impact Cultivate Partners Amazon.com e.g 10’s 1000’s of affiliates Widgets to Whole sites powered Others
  • 35. The API Powers and Feeds the product Content acquisition via the API API Content, User information, Ratings, comments Etc. into the service $ If when UGC brings appreciable value to the central product. Ecosystem Strategy Reach all relevant producers Facilitate Access Virtuous circle data in/outTwitter.com e.g 250,000 Apps 75% of traffic By API Others
  • 36. Programmable Web Stats Programmable Web May 2010 Source: http://www.slideshare.net/jmusser/pw-glue-conmay2010 May 2010 •2000+ APIs •4800 Mashups Nov 2010 •2297 APIs •5345 Mashups
  • 38. WEBSCALE MVC An architectural metaphor to help understand this
  • 39. MVC Stands for Model / View / Controller Highly Successful Architectural Pattern for Application Development
  • 40. VIEW = FORM MODEL = DATA CONTROLLER = BUSINESS LOGIC Model View Controller
  • 41. MVC = Model / View / Controller Originally described for Smalltalk at Xerox Park
  • 42. MVC has Revolutionized Software Web App Development
  • 43. Clear separation between Data, Presentation & Business Logic
  • 44. First : MVC Applications Model View Controller Separate at Design Time Baked together at Run Time
  • 45. Then : MVC SAAS Model View Controller Separate at Design Time Baked together at Run Time Separate at Deploy Time
  • 46. But MVC at “Web Scale” can mean something much more
  • 47. Model = Data • Often most critical asset: – Wealth of data which has value – Real time / Reference data – Sometimes unique / sometimes not • Often: – has great value beyond the company that owns it – AND value beyond the ways the company can effectively deliver it.
  • 48. View = Form • This used to be the “company web site” • Now it could be your SAAS application interface • Increasingly on Android, iPhone, Symbian, …
  • 49. Controller = Business Logic • Also know as the “smart stuff”: – Application logic – Algorithms – Secret sauce – Housekeeping like user management / authentication / billing • Increasingly: – Some companies allow others to apply smart stuff to their data – Some companies apply their smart stuff to the data of others.
  • 50. APIs enable Cloud Scale MVC Model View Controller Data Anywhere in any form Many Delivery Channels Third parties operating on data
  • 51. Impact on Their Business • Companies focus on core competence • Leverage their Ecosystem • Companies are successful when they: – Define a clear center of gravity – Proactively manage the interfaces with other parts of the value chain
  • 52. APIs Make this work: Models An API delivers you Data in Raw Form
  • 53. APIs Make this work: Controllers APIs Provide Access to Smart Processing
  • 54. APIs Make this work: Views APIS feed many possible ways to consume Data & Services
  • 55. A fourth element – The Framework – The Internet Operating System (Normally MVC needs some glue)
  • 56. Internet Operating System (Tim O’Reilly) Search Media Access (Auth / Caching / Analytics) Communications (Email, IM, …) Identity & Social Graph Payment AdvertisingLocation Activity Streams Time Image & Speech Recognition Government Data Storage Compute Power Connectivity
  • 57. Elements of the “Internet Operating System” already API Driven C.f. Tim O’Reilly Search Media AccessTime Location Advertising Communications Identify & Social Graph
  • 58. The Internet Operating System Emerging Search Media Access (Auth / Caching / Analytics) Communications (Email, IM, …) Identity & Social Graph Payment AdvertisingLocation Activity Streams Time Image & Speech Recognition Government Data Storage Compute Power Connectivity
  • 59. PRESERVING KEY PROPERTIES OF THE WEB These changes have huge potential – but we need to take responsability
  • 60. Critical we preserve the “linky-ness” of the Web (Link to anything from anywhere)
  • 61. Problem: “Apps” don’t often to easily allow you to navigate beyond their boundaries (there is a risk we’ll loose linkyness)
  • 62. In Fact: Apps in some cases are re- creating walled gardens (hopefully this is a temporary phenomenon)
  • 63. See Tim Berners Lee’s Article – Scientific American Nov/22/2010: The Web also needs defending Tim Berners Lee / 22nd November 2010 – http://www.scientificamerican.com/article.cfm?id=long-live-the-web
  • 64. Easy to think “The Web is part of nature – we don’t control it”
  • 65. Not True! - We control it’s properties – we have responsibility for its evolution
  • 66. To help keep the web moving forward Standardisation will have a huge impact Keeping APIs Easy to Use & Apps easy to build across platforms will be a key challenge HTML5 and APIS / APPs need to blend well overtime
  • 68. The Web / Internet is rapidly becoming an open programmable computing system
  • 69. Web Page Browsing will decline & Apps / APIs become the norm
  • 70. Is the Web Dead? • Depends on your definition! • If you take the web as an information application running over the Internet – then it most definitely isn’t – it’s evolving very very fast.
  • 71. The next 5 years will see dramatic changes in the structure of the Web & Internet
  • 72. The shift from Web Pages to Apps+APIs is at the core of this change
  • 73. Thank You & Have Fun! Steven Willmott / 3scale networks Find 3scale at http://www.3scale.net Find me at [email protected] & @njyx
  • 74. http://www.3scale.net/ Out of the box management infrastructure to power your API & App Strategy
  • 76. Resources • http://www.programmableweb.com • http://www.zdnet.com/blog/hinchcliffe/open-apis-reach-new-high-water- mark-as-the-web-evolves/215 • http://www.sexywidget.com/my_weblog/2008/11/api-business-mo.html • http://www.3scale.net/wp-content/uploads/api_ecommerce.pdf • http://www.3scale.net/wp-content/uploads/api_media_companies.pdf • http://www.slideshare.net/sanjayjhawar/apis-20-presentation-at-the- telco-20-conference-in-orlando-11-december-2009
  • 77. Resources • http://www.slideshare.net/fedecarg/open-platforms-and-apis • http://www.slideshare.net/openplatform/op-commerciallaunchv2 • http://www.slideshare.net/samramji/darwins-finches-20th-century- business-and-apis • http://www.slideshare.net/jmusser/pw-glue-conmay2010 • http://www.slideshare.net/3scale/apis-the-glue-of-cloud-computing • http://www.slideshare.net/Mashery/the-business-of-apis-2009- programmablewebcom
  • 78. Resources • Facebook number of active users: Sept 2009: 300mil, Feb 2010: 400mil, June 2010: 500mil. The 2B figure on slide 10 is an (potentially aggressive) estimate but illustrates that the largest internet companies are bumping up against the limits of the online population and not far of the whole population • http://www.internetworldstats.com/stats.htm http://business.rediff.com/slide-show/2010/sep/03/slide-show-1- tech-internet-users-in-2015-top-7-nations.htm http://www.digitalfamily.com/mobilewebdesign/2009/08/smartph ones-will-overtake-computers-in-2011/ http://www.electronics.ca/presscenter/articles/1247/1/Global- Smartphones-Market-to-Reach-80442-Million-Units-by- 2015/Page1.html • http://www.forrester.com/ER/Press/Release/0,1769,1340,00.html • http://www.sys-con.com/node/1317657

Editor's Notes

  • #11: Facebook: Sept 2009: 300mil, Feb 2010: 400mil, June 2010: 500mil, current internet population is approx 2B (or 28%) http://www.internetworldstats.com/stats.htm, http://business.rediff.com/slide-show/2010/sep/03/slide-show-1-tech-internet-users-in-2015-top-7-nations.htm, http://www.digitalfamily.com/mobilewebdesign/2009/08/smartphones-will-overtake-computers-in-2011/, http://www.electronics.ca/presscenter/articles/1247/1/Global-Smartphones-Market-to-Reach-80442-Million-Units-by-2015/Page1.html, http://www.forrester.com/ER/Press/Release/0,1769,1340,00.html, http://www.sys-con.com/node/1317657
  • #14: eBay isn’t a “webpage” – it’s a clearing house. Amazon isn’t a website – it’s a ecommerce system, it’s a web services platform.
  • #19: http://developer.ebay.com/devzone/xml/docs/HowTo/FirstCall/MakingCallXML.html
  • #32: This breakdown is not 100% comprehensive, but many currently public APIs can be classified against it. We use this at 3scale to identify the primary areas of value being created by an API.
  • #33: Key point/focus here is charging directly for the operation on the API (1-1 relationship between operations ordered and payment): “utility computing” can apply to messaging, CPU time, storage, transaction processing etc. – primarily used for “Infrastructure as a Service” type APIs. Twitter arguable fits here also since it charges for access to it’s full data feed.
  • #34: This category is for APIs which enable and extend a product in a significant way – making those products more useful, integrating them more tightly with customer systems, third parties, mobile devices etc. Here there may be a direct revenue relationship which can be calculated between how much the API is used and the revenue generated by the main product. The category can increase both depth of use and breadth of reach for a product. The Salesforce API allows both third party applications to run on top of Salesforce (or on dedicated hosting such as Appirio) and connection from customer/third party server applications.
  • #35: This category uses the API as a dynamic promotion channel – providing useful but limited content / features to third parties in order to promote usage of the core service. eBay, Amazon and others engage in this through affiliate programs – the API “supports” the affiliate program by allowing third parties to “suck out” exactly the right product meta data to display to their users. Amazon also exposes valuable product popularity data in order to help partners what to display.
  • #36: This category is often combined with others but essentially uses the API as a way to generate value back into the core product by capturing data rather than releasing it. Twitters traffic is free on the API to write but in turn creates huge value for twitter in republishing back to it’s user base, the youtube API similarly allows for video upload, Foursquare gathers check-in data. How the data is monetised after collection is not connected to the API in general.
  • #41: - Model is your data- Controller is the business logic- View is how you experience it
  • #42: - Model is your data- Controller is the business logic- View is how you experience it
  • #48: Example: UNDATA.org: enourmous value, but trapped in some other format. Wine.com – huge value in wine data: now open. Softonic, the same
  • #57: http://radar.oreilly.com/2010/03/state-of-internet-operating-system.html (this isn’t necessarilly a layer diagram – but there is a rough ordering of features)
  • #64: There is more – Tim Berners Lee says it better than me. Large social-networking sites are walling off information posted by their users from the rest of the Web. Wireless Internet providers are being tempted to slow traffic to sites with which they have not made deals. Governments—totalitarian and democratic alike—are monitoring people’s online habits, endangering important human rights.