Lecture for the course ‘Digital Access to Cultural Heritage’, 12-03-2015
Olaf Janssen, National Library of the Netherlands
[email protected] - @ookgezellig - slideshare.net/OlafJanssenNL
Introduction to (web) APIs Definitions, examples, concepts and trends
Hi, I’m Olaf Janssen I’m an Open Data Coordinator
at the National Library of the Netherlands (KB) Open Data coordinator???
That means I make sure KB’s open data and APIs get used by as many parties and services as possible kb.nl/dataservices
@ookgezellig
slideshare.net/OlafJanssenNL
My presentation philosophy
This slidedeck is optimised
for
slideshare.net/OlafJanssenNL
What I hope you’ll get out of this talk Better understanding of 1. What APIs are, and their importance
2. How APIs change life for
- organisations - software developers - consumers
Understand possibilities of APIs for cultural heritage
How does my talk fit in overall DACH course?
Dig
itiz
ing h
erita
ge:
what
& w
hy?
, M
art
ina B
org
hm
ans,
5 F
ebru
ary
2015
w.r.t. APIs
Access
“beyond the website”
Alright, let’s start
with a bit of history ...
.. about access
.. about access to cultural heritage
.. about access to cultural heritage B.PC
Before the PC ≈
Before the ‘80s
Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 1
Access ’80s - PCs are the T.F.O.
?
From To
date
T.F.O.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
date
T.F.O. Technology Fetish Object
Technology Fetish Object
to show how quickly the gadgets of
our youth go out of date.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
1985 1998 2003
[ CD player ] [ Computer ] [ 27” Widescreen
TV ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
2008 2011 2015
[ Tablets ] [ iPhone 3G ] [ Oculus ]
Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 2
Access ’90s – websites are T.F.O.’s
Access ’90s – websites are T.F.O.’s
Access ’90s – websites are T.F.O.’s
Access ’90s – websites are T.F.O.’s
Access ’90s – websites are T.F.O.’s
BMICE ring 3
Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
Unfortunately:
Digitizing content (ring 2) +
putting it on a website (ring 3)
≠ findable & usable for today’s users
htt
p:/
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gnandux.c
om
/wp-c
onte
nt/
uplo
ads/
2013/0
9/u
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sers
.jpg
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
? ?
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Web2.0 ?
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Web2.0
APIs
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
Web2.0 & APIs
I’ll focus on these phenomena for the rest of the talk
Web 2.0
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
You read this article in preparation
If not: http://oreilly.com/web2/archive/what-is-web-20.html
Web2.0 key concepts 2005 Tim O’Reilly What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software
1. The long tail 2. Data is the next Intel Inside 3. Users add value 4. Network effects by default 5. Some rights reserved 6. The perpetual beta 7. Software above the level of a single device 8. Cooperate, don't control
2005 Tim O’Reilly What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software
Concepts 1-7 elaborated on
slideshare.net/OlafJanssenNL/part-1-of-the-lecture-so-you-think-you-understand-everyday-life-web20-
api-theory-still-very-relevant-in-2013
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
1. The long tail 2. Data is the next Intel Inside 3. Users add value 4. Network effects by default 5. Some rights reserved 6. The perpetual beta 7. Software above the level of a single device 8. Cooperate, don't control
2005 Tim O’Reilly What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
That is:
Web 2.0 applications are built of a network of cooperating open data
services (open APIs).
API ?
Application Programming Interface
http
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GUI
(graphical) interface for interaction human user computer
Websites Apps
API
(programmable) interface for interaction computer computer
application application software software
.. a means of putting information in and getting information out of your system
without having to type it yourself…
API
(programmable) interface for interaction computer computer
application application software software
… with a number of characteristics ….
ATM to illustrate API characteristics • Specialized service
does limited set of things very well (“exposes certain services of bank”)
• Consistent & well-defined
operation
• Limited set of input card, pin, amount, receipt Y/N
• Limited set of output
cash, (receipt)
• Enabling (protocolised) self-service
.... all while bank keeps control over the €€s
1. The long tail 2. Data is the next Intel Inside 3. Users add value 4. Network effects by default 5. Some rights reserved 6. The perpetual beta 7. Software above the level of a single device 8. Cooperate, don't control
Web 2.0 applications are built of a
network of cooperating open data services (open APIs).
2005 Tim O’Reilly What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software
1. The long tail 2. Data is the next Intel Inside 3. Users add value 4. Network effects by default 5. Some rights reserved 6. The perpetual beta 7. Software above the level of a single device 8. Cooperate, don't control
2005 Tim O’Reilly What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software
Network of cooperating open data services (APIs)
Offer APIs yourself
Offer open APIs yourself
Re-use open APIs of others
Your own open webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
Your own open webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
For the KB • OAI-PMH • SRU • Resolver
Your own open
API #2
Your own open webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
Your own open
API #2
Your own open webservice #1
Other party’s open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Your own open
API #2
Your own open webservice #1
Other party’s open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Your own open
API #2
Your own open webservice #1
Other party’s open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Open API
Your own open
API #2
Your own open webservice #1
Other party’s open webservice
Open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Open API
Open API
Your own open
API #2
Your own open webservice #1
Other party’s open webservice
Open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser)
Open API
Open API
Application on desktop
Your own open
API #2
Your own open webservice #1
Other party’s open webservice
Open webservice
Web2.0 (BMICE Ring 4)
a network of open APIs
Mashup (in browser) Mobile app
Open API
Open API
Application on desktop
Open API? • Available on the web, freely shared
• Everybody can use it
(often after account registration / API-key, via self-service)
• Open standards & technologies
(JavaScript, XML, JSON, Oauth, SRU, OAI-PMH…)
• Openly documented
Open API? http://www.youtube.com/watch?v=7r7QpIDEI_o
too vague,
abstract
Is ?
No worries, let’s look at some
real life examples of open APIs in action to improve our understanding
Some popular open APIs
Google Maps API https://developers.google.com/maps/?hl=nl
Google Maps API https://developers.google.com/maps/?hl=nl
True web2.0 setup - network of more specialized APIs
StreetView, Directions, Elevations, Timezone, Geocoding, Places etc.
cyclingthealps.com Google Maps API
StreetView API
cyclingthealps.com Google Maps API
Elevations API
Navigation apps Google Maps API
Directions API
Indoor Google Maps - Mall of America & Macy's
dev.twitter.com Twitter API
Embedded Tweets & timelines Twitter API
htt
p:/
/ww
w.n
rc.n
l/nie
uw
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lauw
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Embedded Tweets & timelines Twitter API
htt
p:/
/ww
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l/nie
uw
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2/2
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an-v
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lauw
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zwart
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urk
/
Emedded Twitter Card
Embedded Tweets & timelines Twitter API
htt
p:/
/ww
w.n
rc.n
l/nie
uw
s/2015/0
2/2
7/inte
rnet-
in-d
e-b
an-v
an-e
en-b
lauw
-met-
zwart
e-j
urk
/
Emedded timeline
Embedded Tweets & timelines Twitter API
htt
p:/
/ww
w.n
rc.n
l/nie
uw
s/2015/0
2/2
7/inte
rnet-
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an-v
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lauw
-met-
zwart
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Tweet button
Embedded Tweets & timelines Twitter API
htt
p:/
/ww
w.n
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l/nie
uw
s/2015/0
2/2
7/inte
rnet-
in-d
e-b
an-v
an-e
en-b
lauw
-met-
zwart
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urk
/
(Facebook API)
Embedded Tweets & timelines Twitter API
htt
p:/
/ww
w.n
rc.n
l/nie
uw
s/2015/0
2/2
7/inte
rnet-
in-d
e-b
an-v
an-e
en-b
lauw
-met-
zwart
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urk
/
(Youtube API)
Embedded Tweets & timelines Twitter API
htt
p:/
/ww
w.n
rc.n
l/nie
uw
s/2015/0
2/2
7/inte
rnet-
in-d
e-b
an-v
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en-b
lauw
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(Tumblr API)
Tweetdeck (in browser) Twitter API
Amazon API affiliate-program.amazon.com/gp/advertising/api/detail/main.html
Amazon API APIs actually…
programmableweb.com/apitag/?q=amazon
bookstore.icm.ac.uk Amazon API
i.e. all product advertising & transaction features are
using Amazon’s API
Amazon API bookstore.icm.ac.uk
Liveplasma
Liveplasma gives you a visual display of related
bands, songs, movies, books etc..
Amazon API
Relationships generated by Amazon API
“customers who bought this album also like….”
Amazon API
labs.europeana.eu/api/ Europeana API
Europeana Open Culture App Europeana API
‘official’ Europeana app
Twitter EuropeanaBot Europeana API
Posts images related to
• austrian place names • nobel Prize winners • animals
from Europeana to Twitter
Twitter EuropeanaBot Europeana API
This ≠ ‘official’ Europeana thing,
just an enthusiastic private developer!
Moo.com is a printing company
They print personalised business cards, postcards, Christmas cards, stickers, labels…
For businesscards,
you can use Moo’s templates …
.. or design your own
And Moo offers an API!
Question:
Why the would Moo need an API?
Some answers at the end of the talk…
OK, so far for the examples
let’s now look at
how APIs add value …
add value for
add value for
API consumers (software developers)
API providers (businesses)
Software consumers
(you & me)
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
• Product data (Amazon) • Geo-data (Google) • Metadata (Europeana) • Personal data (Facebook) • Phone numbers (WhatsApp)
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
• Product data (Amazon) • Geo-data (Google) • Personal data (Facebook) • Metadata (Europeana) • Phone numbers (WhatsApp)
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API provider
Businesses open up their assets via APIs, while keeping control over their data, products & services
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API provider Business assets
owner
Owner of business assets
≠ necessarily
provider of API
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API provider Business assets
owner
3scale.net & apigee.com Specialized
API service providers
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API consumer
Developers
can start building applications and businesses around a company’s assets. They use open APIs and self-service tools to establish a business relationship
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
API consumer
Game makers like Zynga,
Playfish & Crowdstar exist(ed)
because of Facebook APIs.
Developers
can start building applications and businesses around a company’s assets. They use open APIs and self-service tools to establish a business relationship
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
Software consumer
Let’s look at these 3 groups in more detail…
API consumers (software developers)
API providers (businesses)
Software consumers
(you & me)
1. APIs from biz dev POV
Apps Partners
Income Adam DuVander
http://thenextweb.com/video/2012/04/28/the-new-api-apps-partners-income-adam-duvander-at-the-next-web-conference-2012-video
Biz Stone
(Twitter co-founder):
“The API has been inarguably the most important thing we’ve done
with Twitter.”
Biz Stone
(Twitter co-founder):
“The API has been inarguably the most important thing we’ve done
with Twitter.”
“It has allowed developers to build on top of our infrastructure and come up
with ideas that are way better than our ideas, …. that we wouldn’t have been able to get to, being a very small
team.”
Biz Stone
(Twitter co-founder):
“The API has been inarguably the most important thing we’ve done
with Twitter.”
“It has allowed developers to build on top of our infrastructure and come up
with ideas that are way better than our ideas, …. that we wouldn’t have been able to get to, being a very small
team.”
Joy’s law
“No matter which
business you are in, the smartest people always
work for someone else”
Biz Stone
(Twitter co-founder):
“The API has been inarguably the most important thing we’ve done
with Twitter.”
“It has allowed developers to build on top of our infrastructure and come up
with ideas that are way better than our ideas, …. that we wouldn’t have been able to get to, being a very small
team.”
So, the API has easily 10x more traffic than the website..”
Biz Stone
(Twitter co-founder):
“The API has been inarguably the most important thing we’ve done
with Twitter.”
“It has allowed developers to build on top of our infrastructure and come up
with ideas that are way better than our ideas, …. that we wouldn’t have been able to get to, being a very small
team.”
So, the API has easily 10x more traffic than the website..”
“So, the API becomes a way for us
to grow our business…”
(Source, 2007)
Jeff Bar (Amazon evangelist - 2008)
“The adoption of Amazon's Web
services (API) is currently driving more network activity than
everything Amazon does through their traditional websites”
Brian Swette (eBay - 2000)
Our new API will openly provide the tools that developers need to create
applications based on eBay technology”
"There are already dozens of companies and hundreds of
applications that rely on our site…. "Our new API will provide much
needed standardization. Existing applications will run more reliably..”
“More and more companies will be able
to easily and seamlessly weave eBay into their business models."
(source)
Q: How big is this API
business stuff?
A: It’s huge!
APIs are the cornerstones of BizDev 2.0
Having a well-developed API is the
modern & decentralised way for growing a business
Rings a bell?
117
1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?
118
1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?
But websites are limited …
Disadvantages
• Limited population reach (650M websites in 2012)
• Limited brand distribution
• Significant SEO and SEM costs
Source: Dion Hinchcliffe, http://www.zdnet.com/blog/hinchcliffe
120
1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?
Martin Tantow
(co-founder of 3scale, an API service provider):
“Not having an API today is like not having a website in the 90s..”
“The website serves as no more than a
marketing tool, all added value is
delivered through the API “
(source)
John Musser
(Founder ProgrammableWeb.com):
123
1995
Why do we
need a Web
site?
2000 2005 2010
Of course we
have a Web
site
Of course
we have an
API
Why do we
need an
API?
APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe
APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe
http://translogic.aolautos.com/2011/06/01/ford-googles-prediction-api-foresees-greener-driving-routes-vi/
http://www.samsung.com/us/topic/apps-on-your-fridge
BizDev2.0 – decentalised business dev
Consumer/Hacker Business/Partner
Flickr API
www.flickr.com/services/apps/search/?q=printing These companies take
Flickr's API and build printing services without ever engaging with Flickr's team
Flickr receives $$ for API-calls
BizDev2.0 – decentalised business dev http://www.flickr.com/services
Consumer/Hacker Business/Partner
Flickr API
Flickr receives • free brand distribution • free content distribution • customer loyalty • goodwill
These people use Flickr’s API for making home-grown apps without ever engaging with Flickr's team
APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
• Stimulate innovation. Enable others to build (new, better) products & functionalities
• Improve brand recognition and customer loyalty
.. all while keeping control over your data!
Joy’s law
OK, so this API stuff is huge!
Time for some hard figures!
API Timeline
2009 • 13.000 3rd party apps for eBay (source)
• 60% of all eBay.com traffic via API (source)
• 7 billion $$$ revenu via API
2012 • eBay API 1 billion calls per day!
Success for these businesses is heavily relying on their API(s)
140
Source
source
“Facebook ready” devices
100’s of “Netflix Ready” devices
2. APIs from developers’ POV
flickr.com/tom_w_bn
Developers are the craftsmen…
© Eric Roth
... and women of the 21st century
flickr.com/mashery
Developers build stuff
Developers solve problems
They change the world
Q: How big is this API developer world?
“An effort which engaged 390.000 people”
(source)
source
2009 • 13.000 apps • 100.000 developers!
Source 1 Source 2
2011 • 1.000.000 apps • 750.000 developers! 2013 • 3.000.000 apps!
source
2007 • 7.000 apps 2008 • 33.000 apps • 400.000 developers
2012 • 9.000.000 apps
source
2007 • 7.000 apps 2008 • 33.000 apps • 400.000 developers
2012 • 9.000.000 apps!
3. APIs from end-user POV
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Your favourite apps
• Device-independence
“Software above the level of a single device”
APIs make life easier… with new possibilities & experiences
Evernote.com
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
Android Blog
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Slideshare embedded in
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Flickr embedded in
Gmail
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Embedded Youtube clips
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
Social media wall
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
ifttt.com
zapier.com
APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
• Easier authentication
Q: How big is this API
end-user world?
“Every month 375M people play Facebook-connected
games”
Source
“FBers have uploaded 250B photos,
growing by 350M per day!”
Source
Question:
Why the would Moo need an API?
1. Build your own card design apps & websites Moo will do printing / checkout / shipping / customer care
1. Build your own card design apps & websites Moo will do printing / checkout / shipping / customer care
1. Build your own card design apps & websites Moo will do printing / checkout / shipping / customer care
2. Become Moo-affiliate
2. Become Moo-affiliate
Self-service made possible by API
• Adobe InDesign Extension
• Adobe Photoshop Lightroom Plugin
3. Build extensions for desktop software
THANKS!
[email protected] @ookgezellig slideshare.net/OlafJanssenNL