introduction to (web) apis - definitions, examples, concepts and trends
DESCRIPTION
This story is about the added value of APIs (application programming interfaces) for modern businesses, developers and software consumers. It deals with API-fundamentals and shows how APIs are the cornerstones of modern business development (BizDev2.0). By looking at casestudies from Google Maps, Twitter, Amazon, eBay, Moo, Flickr, Netflix and other web2.0-companies, it becomes clear how APIs add value for all parties on the modern web. This presentation was given by Olaf Janssen - Open Data coordinator for the National Library of the Netherlands (KB) - as a lecture for students of the master's course "Digital Access to Cultural Heritage" at Leiden University on 13-3-2014TRANSCRIPT
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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
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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
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My presentation philosophy
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This slidedeck is optimised
for
slideshare.net/OlafJanssenNL
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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
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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”
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Alright, let’s start
with a bit of history ...
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.. about access
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.. about access to cultural heritage
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.. about access to cultural heritage B.PC
Before the PC ≈
Before the ‘80s
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Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 1
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Access ’80s - PCs are the T.F.O.
?
From To
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date
T.F.O.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
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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
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1985 1998 2003
[ CD player ] [ Computer ] [ 27” Widescreen
TV ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future
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2008 2011 2015
[ Tablets ] [ iPhone 3G ] [ Oculus ]
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Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 2
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Access ’90s – websites are T.F.O.’s
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Access ’90s – websites are T.F.O.’s
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Access ’90s – websites are T.F.O.’s
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Access ’90s – websites are T.F.O.’s
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Access ’90s – websites are T.F.O.’s
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BMICE ring 3
Source: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
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Unfortunately:
Digitizing content (ring 2) +
putting it on a website (ring 3)
≠ findable & usable for today’s users
htt
p:/
/ww
w.d
esi
gnandux.c
om
/wp-c
onte
nt/
uplo
ads/
2013/0
9/u
nhappy-u
sers
.jpg
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Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
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Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
? ?
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Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Web2.0 ?
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Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009
BMICE ring 4
Web2.0
APIs
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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
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Web 2.0
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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
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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
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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).
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API ?
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Application Programming Interface
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http
://ww
w.le
nin
imports.co
m/ca
ry_gra
nt_
new
_7a.jp
g
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http
://ww
w.le
nin
imports.co
m/ca
ry_gra
nt_
new
_7a.jp
g
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GUI
(graphical) interface for interaction human user computer
Websites Apps
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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…
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API
(programmable) interface for interaction computer computer
application application software software
… with a number of characteristics ….
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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
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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
![Page 43: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/43.jpg)
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
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Your own open webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
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Your own open webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
For the KB • OAI-PMH • SRU • Resolver
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Your own open
API #2
Your own open webservice #1
Web2.0 (BMICE Ring 4)
a network of open APIs
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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
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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)
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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
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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
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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
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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
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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
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too vague,
abstract
Is ?
No worries, let’s look at some
real life examples of open APIs in action to improve our understanding
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Some popular open APIs
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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.
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cyclingthealps.com Google Maps API
StreetView API
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cyclingthealps.com Google Maps API
Elevations API
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Navigation apps Google Maps API
Directions API
Indoor Google Maps - Mall of America & Macy's
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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
/
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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 Twitter Card
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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
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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
/
Tweet button
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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
/
(Facebook API)
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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
/
(Youtube API)
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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
/
(Tumblr API)
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Amazon API affiliate-program.amazon.com/gp/advertising/api/detail/main.html
![Page 75: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/75.jpg)
Amazon API APIs actually…
programmableweb.com/apitag/?q=amazon
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bookstore.icm.ac.uk Amazon API
i.e. all product advertising & transaction features are
using Amazon’s API
![Page 78: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/78.jpg)
Liveplasma
Liveplasma gives you a visual display of related
bands, songs, movies, books etc..
Amazon API
![Page 79: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/79.jpg)
Relationships generated by Amazon API
“customers who bought this album also like….”
Amazon API
![Page 81: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/81.jpg)
Europeana Open Culture App Europeana API
‘official’ Europeana app
![Page 82: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/82.jpg)
Twitter EuropeanaBot Europeana API
Posts images related to
• austrian place names • nobel Prize winners • animals
from Europeana to Twitter
![Page 83: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/83.jpg)
Twitter EuropeanaBot Europeana API
This ≠ ‘official’ Europeana thing,
just an enthusiastic private developer!
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Moo.com is a printing company
![Page 85: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/85.jpg)
They print personalised business cards, postcards, Christmas cards, stickers, labels…
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For businesscards,
you can use Moo’s templates …
![Page 87: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/87.jpg)
.. or design your own
![Page 88: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/88.jpg)
And Moo offers an API!
![Page 89: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/89.jpg)
Question:
Why the would Moo need an API?
![Page 90: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/90.jpg)
Some answers at the end of the talk…
![Page 91: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/91.jpg)
OK, so far for the examples
let’s now look at
how APIs add value …
![Page 92: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/92.jpg)
add value for
![Page 93: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/93.jpg)
add value for
API consumers (software developers)
API providers (businesses)
Software consumers
(you & me)
![Page 94: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/94.jpg)
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)
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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)
![Page 96: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/96.jpg)
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
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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
![Page 98: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/98.jpg)
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
![Page 99: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/99.jpg)
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
![Page 100: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/100.jpg)
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
![Page 101: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/101.jpg)
API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/
Software consumer
![Page 102: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/102.jpg)
Let’s look at these 3 groups in more detail…
API consumers (software developers)
API providers (businesses)
Software consumers
(you & me)
![Page 103: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/103.jpg)
1. APIs from biz dev POV
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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
![Page 105: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/105.jpg)
Biz Stone
(Twitter co-founder):
“The API has been inarguably the most important thing we’ve done
with Twitter.”
![Page 106: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/106.jpg)
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.”
![Page 107: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/107.jpg)
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”
![Page 108: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/108.jpg)
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..”
![Page 109: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/109.jpg)
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)
![Page 110: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/110.jpg)
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”
![Page 111: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/111.jpg)
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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)
![Page 113: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/113.jpg)
Q: How big is this API
business stuff?
![Page 114: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/114.jpg)
A: It’s huge!
![Page 115: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/115.jpg)
APIs are the cornerstones of BizDev 2.0
Having a well-developed API is the
modern & decentralised way for growing a business
![Page 116: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/116.jpg)
Rings a bell?
![Page 117: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/117.jpg)
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?
![Page 118: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/118.jpg)
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?
![Page 119: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/119.jpg)
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
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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?
![Page 121: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/121.jpg)
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)
![Page 122: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/122.jpg)
John Musser
(Founder ProgrammableWeb.com):
![Page 123: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/123.jpg)
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?
![Page 124: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/124.jpg)
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
![Page 125: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/125.jpg)
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
![Page 126: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/126.jpg)
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 $$ for API-calls
![Page 127: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/127.jpg)
BizDev2.0 – decentalised business dev http://www.flickr.com/services
Consumer/Hacker Business/Partner
Flickr API
Flickr receives • free brand distribution • free content distribution • customer loyalty • goodwill
These people use Flickr’s API for making home-grown apps without ever engaging with Flickr's team
![Page 128: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/128.jpg)
APIs help you grow your business
Added value
• Unlock new distribution channels for your content (mobile, social, gaming etc.)
• Reach new partners, markets, platforms & devices
• Stimulate innovation. Enable others to build (new, better) products & functionalities
• Improve brand recognition and customer loyalty
.. all while keeping control over your data!
Joy’s law
![Page 129: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/129.jpg)
OK, so this API stuff is huge!
Time for some hard figures!
![Page 130: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/130.jpg)
API Timeline
![Page 131: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/131.jpg)
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2009 • 13.000 3rd party apps for eBay (source)
• 60% of all eBay.com traffic via API (source)
• 7 billion $$$ revenu via API
2012 • eBay API 1 billion calls per day!
![Page 139: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/139.jpg)
Success for these businesses is heavily relying on their API(s)
![Page 140: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/140.jpg)
140
Source
source
“Facebook ready” devices
100’s of “Netflix Ready” devices
![Page 141: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/141.jpg)
2. APIs from developers’ POV
![Page 142: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/142.jpg)
flickr.com/tom_w_bn
Developers are the craftsmen…
![Page 143: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/143.jpg)
© Eric Roth
... and women of the 21st century
![Page 144: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/144.jpg)
flickr.com/mashery
Developers build stuff
![Page 145: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/145.jpg)
Developers solve problems
![Page 146: Introduction to (web) APIs - definitions, examples, concepts and trends](https://reader034.vdocuments.mx/reader034/viewer/2022052315/5549c60ab4c905fc7f8b55eb/html5/thumbnails/146.jpg)
They change the world
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Q: How big is this API developer world?
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“An effort which engaged 390.000 people”
(source)
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source
2009 • 13.000 apps • 100.000 developers!
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Source 1 Source 2
2011 • 1.000.000 apps • 750.000 developers! 2013 • 3.000.000 apps!
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source
2007 • 7.000 apps 2008 • 33.000 apps • 400.000 developers
2012 • 9.000.000 apps
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source
2007 • 7.000 apps 2008 • 33.000 apps • 400.000 developers
2012 • 9.000.000 apps!
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3. APIs from end-user POV
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
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• Your favourite apps
• Device-independence
“Software above the level of a single device”
APIs make life easier… with new possibilities & experiences
Evernote.com
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
Android Blog
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Slideshare embedded in
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Flickr embedded in
Gmail
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
Embedded Youtube clips
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
Social media wall
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
ifttt.com
zapier.com
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APIs make life easier… with new possibilities & experiences
• Your favourite apps
• Device-independence
• Sharing content
• Embedding content
• Synchronisation & automation
• Easier authentication
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Q: How big is this API
end-user world?
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“Every month 375M people play Facebook-connected
games”
Source
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“FBers have uploaded 250B photos,
growing by 350M per day!”
Source
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Question:
Why the would Moo need an API?
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1. Build your own card design apps & websites Moo will do printing / checkout / shipping / customer care
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1. Build your own card design apps & websites Moo will do printing / checkout / shipping / customer care
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1. Build your own card design apps & websites Moo will do printing / checkout / shipping / customer care
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2. Become Moo-affiliate
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2. Become Moo-affiliate
Self-service made possible by API
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• Adobe InDesign Extension
• Adobe Photoshop Lightroom Plugin
3. Build extensions for desktop software