Unlock your digital content and services & expand beyond your

websiteThe benefits of opening and managing your API

November 18th, 2009

3scale networksA New Generation of Internet BusinessA New Generation of Internet Business

Agenda

• How to unlock your digital content/services?

• The importance of API management

• Wine.com success story

• The 3scale solution

• Q&A

Guillaume Balas, VP Sales & Marketing Senior strategy consultant with Oliver

Wyman, focus on business dev., strategic planning and operations management in the IT and Telecom sectors

MBA from ESADE Business School, Barcelona, Spain

Martin Tantow, Co-founder Senior strategy consultant (Oliver

Wyman/Mercer) and strategic alliance manager (T-Mobile). He built his first company in 1999.

MBA, Univ. of Munich, School of Management Germany

Bill Clifford, Director Software Dev. at Wine.com Worked in a variety of fields within

Information Technology. From network administration to enterprise software development, he has experienced a bit of everything that goes on within an IT dpt.

BSEE in Electrical Engineering frin University of Michigan, Michigan, USA

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How do you reach your users/clients?

Web Site

Digital Content & Services

Digital Content & Services

Online Population

Reach

Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

Lost business opportunities

Limited reach Lost business opportunities Limited brand awareness Web scraping risks Important SEO and SEM

costs

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Develop a distributed web strategy…

APIs unlock new distribution channels and unleash the power of your web service

and online business.

Web Site 3rd Party Apps

WidgetsGadgetsBadges

Social Network

Apps (Facebook,

Opensocial..)

Mobile Apps

(iPhone, Android)

Web services / open API

non-visual services

Digital Content & Services

Digital Content & Services

Online Population

Extended ReachReach

Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

…and make your content/services ubiquitous

Would you launch your website without analytics?

Would you let anybody access your content and services without knowing who they are?

Would you like to provide your customers with the best experience/service?

But…

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Would you give your content/services all for free?

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Managing your API is important

Control access Identify users

Secure your web service

Control traffic Manage violations

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And brings considerable benefits

Promote innovation

Focus on your core business

Develop new revenue streams

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Develop brand awarenessDrive syndication

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“The API which has easily 10 times more traffic than the website, has been really very important to us.”

Biz Stone (co-founder, Twitter)

For some, API is at the earth of their strategy

“60% of all listings on eBay are added via their API’s – and eBay services over 6 billion API calls per month”John Musser (Programmable Web)

“Revenues increased by 86%”John Musser (Programmable Web)

“$7bn worth of items on eBay through APIs”Mark Carges (Ebay CTO)

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For others, API is an important key success factor

“40% of Salesforce revenue comes from external sites (API), not their own webite”

John Musser (Programmable Web)

“In January 2008, Salesforce.com was cumulating 24 billion API calls to date since its creation”

Dan Farber (ZDNet)

“The adoption of Amazon's Web services is currently driving more network activity than everything Amazon does through their traditional Web sites.”Jeff Bar (Amazon evangelist) / Dion Hinchcliffe (Journalist)

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And for many, API is key to their business

….

Wine.com: a success story

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We have unique data to offer the developer community.oOver 10 years of structured wine

info.

The digital landscape is changing. More platforms for presenting data from the web.oAPI will allow us to take advantage

of new digital channels without additional IT resources

Opportunity to create Brand Awareness.

E-retailers are embracing mobile

Why develop an API ?

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Wanted to go with the “freemium” model.oGive most data away for free.oIf developer wants full access, we ask them to contact

us (still free access for now).

We did not want to build administrative tools.

3scale provided the tools we needed, at the price we could afford.

Integrating 3scale into our code base was extremely easy.oRoughly a week of developer time to complete the

integration.

Our approach

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Have roughly 180 registered users.

Roughly 10 of these users are active.

Common Uses: students working on class projects, web and mobile applications, personal use.

Users have demonstrated interest to build for web, iPhone, Android, Windows Mobile and Palm Pre.

Applications range from educational to revenue driving through affiliate model.

What we’ve learned

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Track account sign-ups

Monitor account usage

Track method usage in calls

Monitoring & Analytics

Content management for APIdocumentation

Flexible forums, blogs and other community tools

Developer portal

Usage limitations by methods

Contract management

API traffic filtering

Management & Access Control

Billing & Payment

Pre- and post-pay

Usage plans configuration

Set pricing rules according to metrics

Receive monthly settlement

3scale’s API Mgt. solution

Configure your API plans and set up metrics and limits

Management & Access control

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Number of hits per user/day

Number of hits per method

Monitoring & Analytics

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Create plans with different features and prices

Configure your pre-payment/post-payment infrastructure

Billing & Payments

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Integrate the full CSS of your corporate website

Configure the look and feel of your developer portal with our editing tools

Developer Portal

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3scale’s added value for your business

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Time to Market

Fast and easy deployment: couple of weeks versus some months, sometime a year.

Expertise

Technical expertiseBusiness expertiseBenefit from industry best

practices

Cutting-Edge

Benefit from latest technical innovations based on the industry standards.

Flexibility

Transform API provision into a business development function.

1 unique partner to deal withAllows focusing on core

business.

Cost

Monthly license fee versus cost of: - development - ongoing maintenance - opportunity

Market Reach

Benefit from the “Network effect”:

API usersAPI providers

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1. Take the control of your online digital content and services

1. Take the control of your online digital content and services

2. Empower your business development2. Empower your business development

3. Increase your Internet reach and revenues3. Increase your Internet reach and revenues

Unleash the Power of your API !

With 3scale’s solution…

Companies that have chosen 3scale’s solutions

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Q&A

THANK YOU!Feel free to contact us:

Martin Tantow martin@3scale.net

Guillaume Balas guillaume@3scale.net

Get started with a FREE trial account: http://www.3scale.net/signup/new