6 Reasons Why APIs Are Reshaping Your Business

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  2. 2. AcknowledgementsWe would like to thank our partners for their help in making this studyMehdi MedjaouiCo-founder & COO at WebshellPierre-Antoine DurgeatFounder & Partner at Novacodex faberNovel 2012 2
  3. 3. This work was made for you to share, reuse, remix, rework! !!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"""# # It is licensed under the Creative Commons BY-NC-SA license to allow for further contributions by experts and users in the coming months. You are free to share and remix/adapt the work. You must cite this document: faberNovel, 6 Reasons Why APIs Are Reshaping Your Business, November 2012. You may not use this work for commercial purposes. You may distribute a modified work under the same or similar license. Why do we release this kind of work for free? Our job is to help big organizations think and act like startups. And we believe that this cannot be achieved without causing people to want to innovate and explore new business models. Our ambition is to inspire you by giving you the keys to understand new markets like Russia or successful companies like Apple, Amazon, Facebook! or the business value of APIs.!!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!""#!!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!""#faberNovel 2012 3
  4. 4. Deep-Dive in the API World
  5. 5. What is an API ? An Application Programming Interface (API) is a specification intended to be used as an interface by software components to communicate with each other. An API may include specifications for routines, data structures, object classes, and variables.Source: Wikipdia faberNovel 2012 5
  6. 6. In other words, APIs are like male and female plugs allowing software toshare data and functionalities. Input ProcessingOutputAPI Provider Program Consumer ProgramfaberNovel 2012 6
  7. 7. An analogy: The evolution of the car industry follows the logic of APIsYesterdayTodayCarmaker = craftsman Carmaker = system integrator Tailor made Car divided into subsystems (powertrain, Custom design for each element of the car brakes, steering, suspension, etc.) (wheels, seats, brakes, lights, roof, etc.) Main elements designed separately and Restricted modularity reused in different cars No standardized processes Standardized processes Communication interfaces between different engineering teamsSource: 3Scale, What is an API?faberNovel 2012 7
  8. 8. So, what is an API ?API interface API providerJust like a car which consists of several!an API is a software brick that allows someonesubsystems designed by different to share data, content and functionalities withspecialized teams (internal or partners) who others, for them to build new services based oncommunicate with each other all throughout this data, content and functionalities (i.e. using onethe design process!or several bricks). The services built can use one or several APIs from the same or different API providers.faberNovel 2012 8
  9. 9. The Facebook Like button uses an API to dominate social recommendationBefore 2010: no Like API After 2010: a Like APIAPIThe Like button was at first intended to be used only By embedding a line of code in their website,on Facebook to like photos, status, comments and fannow anyone can benefit from the Like buttonpages.functionality and enable their visitors to Likeany content while browsing. faberNovel 2012 9
  10. 10. There are three main types of APIPrivate PartnerPublic Private APIs are used internallyPartner APIs are used toPublic APIs allow companies to to facilitate the integration offacilitate communication andpublicly expose information different applications andintegration of software between and functionalities of one or systems used by a company.a company and its businessvarious systems and partnersapplications to third parties that Advantages: do not necessarily have a Rationalized infrastructureAdvantages: business relationship with them. Reduced costs Value-added service Increased flexibility Up sellAdvantages: Improved internal operations Must have for business Delegated R&Dpartners Increased reach, traffic New revenue streamSource: 3Scale, The rise of the APIs faberNovel 2012 10
  11. 11. Historically, APIs were used by big software companies but their usage isbecoming more democratic today Application Services APIs Build new functionalities Trouble-free Web services APIsinteroperability Share data or services internally Accessible to bigand externallycompanies More unified communicationprotocol Accessible to any company Easy integrationAPIs for operating systems Create application for OS Attract developers Enlarge customer baseInfrastructure services APIs Limited to big software Allows companies to externalize companies IT infrastructures Access to computing power Available to anyone1985 - 2001 1990s20022006Source: 3Scale, What is an API?faberNovel 2012 11
  12. 12. Today, API growth is skyrocketing!Number of public APIs listed on ProgrammableWebSource: ProgrammableWebfaberNovel 2012 12
  13. 13. !however, most APIs are private and thus invisible to the public8014 APIs Public APIsPrivate APIs faberNovel 2012 13
  14. 14. APIs mean a lot of exposure for web giants!13billion API calls / day 5billion API calls / day5billion API calls / day1,4 1,1billion API calls / day billion API calls / day1billion API calls / daySource: Open APIs, Whats Hot Whats Not, John MusserfaberNovel 2012 14
  15. 15. !and also significant revenue= $2billion/year90% of what we do is business through APIsJohn Watton, Expedia Affiliate Network, Travolution.co.uk, April 2012Source: John Musser, Open APIs, Whats Hot Whats Not faberNovel 2012 15
  16. 16. API revolutionized a century old industry: the Canadian Yellow Pages!Yellow Pages databaseAPIYellow Pages bookBefore, The Yellow Pages were delivered Today, The Yellow Pages data can beas a paper directory. Users had to flip accessed via an API, allowing it to be presentpages to find relevant information. The on any device (PC, smartphone, tablets, etc.)content was not mobile, you had to have a and associated with search, location-basedYellow Pages book at hand to find whatservices and other functionalities.you were looking for.faberNovel 2012 16
  17. 17. !and is expanding its reach to many industriesInternet Social Tools MappingShoppingTelephonyFinance Enterprise Music Photos Videos Messaging faberNovel 2012 17
  18. 18. Did you know? APIs can also be used to do unexpected thingsGenerates full report of available Users pass CAPTCHAs through the The FullerData Fortune Cookie APIinformation about a specific vehicle API where they are solved by an randomly generates a message (a based on its vehicle identificationOCR or manually. Average solved fortune). There are a total of 882 number.response time of 15 seconds, and fortunes available.average accuracy rate of 90%. The KBS API provides users with Whos Hurt is an injury reporting The MyFitnessPal API allowsprogrammatic access to the KBSsservice for professional sports developers to access and integrate theKorean translation of the Bible. leagues, including football, baseball, functionality of MyFitnessPal (trackingbasketball, hockey, and soccer food and exercise) to create new leagues. applications.Source: ProgrammableWebfaberNovel 2012 18
  19. 19. API Case Studies
  20. 20. APIs, an innovative and efficient model allowing companies to manage their corebusiness activities onlyTRADITIONAL COMPANY API-DRIVEN COMPANYCore Financebusiness HRR&D HR Finance R&Dvs.ITCorebusinessMarketingITLogistics Marketing LogisticsIn a traditional company, all functions In an API-driven company, supportare internalized to support the corefunctions are externalized via an API,businessfocus is on the core businessfaberNovel 2012 20
  21. 21. Case Study #1
  22. 22. Case Study 1. Salesforce, CRM in Platform-as-a-Service mode 1 23Salesforce provides a range of CRM services in thecloud via an API, on a subscription basis!Sales force automationCustomer service, support, helpdeskSocial media monitoring!and also some products related to companiesworkflow.Performance managementEnterprise social networkUsing Salesforce requires no software installation atcustomer companies sites.faberNovel 2012 22
  23. 23. Case Study 1. What would it cost if there were no APIs?1 23If Salesforce did not have an API, it would have to install its software at each clients site, whichmeans sending out staff to install the software. What would it cost?Lets 3 meeting/dayassume200 days/year =that:Salesperson50 000$/year 1 salesperson 600 meetings/year Salesforce has 104 000 clients To reach that client target in 3 years Salesforce would need around:60 salespersons = $9 millionSalesforce is able to handle a large basis of clients while maintaining low costs. Delivering services through an API is far more cost effective than running software locally on clients IT infrastructures faberNovel 2012 23
  24. 24. Case Study 1. Salesforce API eases IT services integration1 23 Thanks to its API, Salesforce can easily integrate with: Applications Web servicesfaberNovel 2012 24
  25. 25. Case Study #2
  26. 26. Case Study 2. Expedia, marketing through APIs 123Expedia is a travel booking company (train, plane, hotels, etc.). Before, their webmarketing would be done thanks to an HTML framed window that affiliates wouldembed in their website. Today, Expedia opened up an API for their affiliates to enable them to pick up:Bookings Photos Search results User reviewsIt allowed developers who needed a piecemeal access to Expedia content to integrate itseamlessly in their interfaces and experiences.Today, Expedia Affiliate Network includes 10,000partners and makes $2 billion revenue per year, 90% of which comes from its API.Source: RWW, How an API Can Transform Your Enterprise faberNovel 2012 26
  27. 27. Case Study 2. Room 77, a hotel search website using1 23the Expedia APIRoom 77 is a hotelreservations aggregatorUsers perform a hotelreservation search.Several options aresuggested; they all redirectto the matching hotelbooking partner websites.Links redirecting toExpedia websitefaberNovel 2012 27
  28. 28. Case Study 2. Eased partnership for Expedia and its affiliates1 23Drives more trafficGenerates newNew distributionto Expedia revenues sources channels Thanks to its API, Expedia affiliates do thepartnership and marketing work for Expedia at a low marginal cost for Expedia.faberNovel 2012 28
  29. 29. Case Study #3
  30. 30. Case Study 3. Netflix, distribution on a large scale thanks 123to APIsNetflix offers subscription to In October 2008, Netflix opened an API tounlimited streaming movie andallow developers to use its resources:TV shows Movie database Queue management Rental history ! The API is free and allows for commercial30usefaberNovel 2012
  31. 31. Case Study 3. Many use case scenarios are built on the 1 23Netflix API 800+ devices can streamNetflix content20 000 developers usethe Netflix APISource: Redesigning the Netflix API, Daniel Jacobson faberNovel 2012 31
  32. 32. Case Study 3. What would it cost if there were no APIs? 1 23 If Netflix did not have an API, it could not have developed thousands ofapplications for hundreds of devices on its own. What would it cost if Netflix developed these apps themselves?Letsassumethat: =50 000$/yearDeveloper20 000 developers use Netflix APIHaving these developers in-house would cost Netflix:$1 billion/year Netflix allows third party developers to build applications forall sorts of devices, thus catering to many needs without involving high development costsfaberNovel 2012 32
  33. 33. Case Study #4
  34. 34. Case Study 4. Facebook Connect API, partnership on a1 23worldwide scaleFacebook Connectallows users to log-in onany websites orapplication using theirFacebook information.Third party developers canadd a Connect withFacebook button by usingFacebook Connect APIs. Facebook Connect API has standardizedcredentials on the web, creating a universal IDfaberNovel 2012 34
  35. 35. Case Study 4. What would it cost if there were no APIs? 1 23If Facebook did not have APIs, it could not let third party developers onboard themselves touse Facebook Connect API, and would thus have to do partnership work. What would it cost if Facebook did partnership work?Lets 10 phone meetings/dayassumethat:200 days/year=50 000$/year2000 phone Salesperson 1 salespersonmeetings/year7 million websites and apps use Facebook Connect To reach that partners target in 3 years Facebook would need around: 1100 salespersons = $55 millionFacebook let partners onboard themselves in its ecosystem through its API, and thus built partnerships on a worldwide scale while maintaining low costsfaberNovel 2012 35
  36. 36. Case Study 4. Facebook Connect enriches its Social Graph1 23Facebook Connect is embedded in iOS 6 and in InstagramConnect with Facebook to apps like Safari, Photos,Camera, Maps, Game Center, etc. Post pictures directly to FacebookSynchronize contact info, events and birthdays yourfriends have shared with you on Facebook Chat in a native Facebook interfaceLike songs, albums and apps directly from iTunes andthe App StorefaberNovel 2012 36
  37. 37. Case Study #5
  38. 38. Case Study 5. Fitbit API, externalizing R&D 1 23Fitbit is a fitness tracker that records healthand fitness data.Originally, there was only one applicationusing the data developed by Fitbit.In 2011, Fitbit created an API to allow thirdparty developers to create fitness appsusing Fitbit health data such as daily steps,calories burned, food eaten and weight.faberNovel 2012 38
  39. 39. Case Study 5. Thriving innovation based on the Fitbit API 1 23 20 apps were built on the Fitbit API creatinginnovative uses of fitness and health datafaberNovel 2012 39
  40. 40. Example: MapMyRunMapMyRun uses FitBit health data to provide joggers with statisticssuch as calories burned, heartbeat, speed, altitudefaberNovel 2012 40
  41. 41. Case Study 5. What would it cost if there were no APIs?1 23If Fitbit had not had an API, they would have had to develop applications internally to createinnovative use cases. Without an API, it would not be able to leverage third party developerscreativity. What would it cost if Fitbit had developed these apps themselves? Lets assume that: = $50 000 1 application 20 applications are using fitness data from Fitbit API Developing these apps would have cost FitBit:$1 million Fitbit lets developers create new apps with its data, which results in higher usage of Fitbit device. It only cost Fitbit the maintenance the API. faberNovel 2012 41
  42. 42. Business value ismoving towards dataand its associateduses
  43. 43. Takeaway
  44. 44. APIs allow companies to effectively pursue the classical triptych of businessgoals #1#2 #3BusinessProductSupply Chain DevelopmentDevelopmentManagement faberNovel 2012 44
  45. 45. !by giving access to what they do best and accessing what others do bestThanks to APIs, companies can benefit from other companies corebusiness to support their own business.= +WOOZOR, online meteoHigh quality maps High qualityweather data When opening up data through an API (whether it is private, partner or public), the API provider does the partnership work once, partners then need only onboard themselves and use their own resources as often as they like for marginal additional cost to the provider. An API provider creates the infrastructure and then each partner does the technical, business and legal work on their end. Source: Dion Hinchcliffe, Open APIs Mature Into a Next-Generation Business ModelfaberNovel 2012 45
  46. 46. APIs are becoming more flexible allowing companies to add functionalitieslike LEGO blocks and grow core business activitiesAPIs give business the ability to completely customize their strategy by choosing whichfunction they want to outsource via an API and which functions they want to keep internally.It is like picking different LEGO blocks to build a tailored toy house.faberNovel 2012 46
  47. 47. An API is more than the sum of its parts, it combines many advantages New business modelNew distribution channels Externalized R&D and revenue streams and extended reachand fostered innovationRationalization and control over Organization flexibilityPartnership development who accesses your resources with internal APIs faberNovel 2012 47
  49. 49. An API represents a shift in traditional business models FreeUser pays User gets paid IndirectAny developer whoAPI providers get paid API providers share API providers receivesigns up can accessfor the use of their revenue with usersindirect revenue fromthe API and use itsAPIs. Differentfor leads they bring to the use of their APIs.functionalities. This is revenue models exist.their website.Salesforce for instancethe model used by the sell its API as a SaaS.Facebook Like API. Variant: Variant: Pay as you go Revenue shareVariant: Tiered Affiliation Content Freemiumacquisition Unit-based SaaS Transaction fee Contentsyndication Internal useSource: John Musser, ProgrammableWeb.com faberNovel 2012 49
  50. 50. Business model 1. Free Case StudyKey figures#1 2,7 billion of Likes/dayThe Facebook Like API is free to use.Anyone can embed a Like button on#2 2,5 million websites usetheir page.the Like buttonThis allowed Facebook to spread theLike button very rapidly everywhere +1,000on the web, to enrich the FacebookSocial Graph, to be presenteverywhere on the web, and to #3position themselves as dominant insocial recommendation. websites adding the Like button/ day faberNovel 2012 50
  51. 51. Business model 2. User pays Case StudyKey figures#1 905 billion objects stored in AWSAmazon Web Services (AWS) offer awide variety of services (storage,#2 $750milliondatabase, computing power, servers,revenue in 2011application services, deployment &management) accessible through a setof APIs.Each of these services is chargedfollowing use pricing.#3 $1 million savings for NASA after moving IT into AWSSource: Statista. NASA sees $1 millions savings in moving to cloud, FierceCIO faberNovel 2012 51
  52. 52. Business model 3. User gets paid Case Study Key figures #1 $9,71billion ofrevenue in 2011 for GoogleThe Google Adsense API allowspublishers to automatically serve text, #2 28% of Googlesimage, video, and rich media on Googlesrevenuenetwork websites, targeted followingcontent and audience. These adverts areadministered, sorted, and maintained byGoogle, and they can generate revenueon either a per-click or per-impressionbasis.Google splits revenue with publisherswho display their ads.Source: Google AdSense Facts faberNovel 2012 52
  53. 53. Business model 4. IndirectCase StudyKey figures#1 30 minutes to share resources through internal API compared to months in the pastComcast, Americas largest TV, media,entertainment and cable provider created#2 x100increase in thean internal API for teams to easily shareAPI traffic last yeardata and solutions.The API is free for use by internal teams. $8,5Today, teams can build new products anduser experience faster than ever,generating thus new revenue sources for #3billion revenueComcast. for Xfinity, a Comcast offer using the APISource: How an API Can Transform Your Enterprise, RWW. Comcast annual report. faberNovel 2012 53
  54. 54. APIs usually mix several business modelsAPI business models are often a mix of the various models previously explained. Thisallows API providers to cater to the needs of different API users by adapting pricingpolicies.For instance, the freemium business model gives free access to an APIs basicfunctions and data; to access more advanced functions and data, developers must paythe API provider. faberNovel 2012 54
  56. 56. APIs open up distribution channelsAt Netflix now, we have several hundred devicesrunning off our API. Many publishers of various kindswould love to have that kind of distribution. Daniel Jacobson, Director of API Engineering at Neflix faberNovel 2012 56
  57. 57. Yesterday, websites were key to reach the online population that used onlycomputers to browse the Web!Data, content,Website technology Online population In the dot-com era, websites were crucial for companies to reach new customers and grow their businesses. However, today the online population has skyrocketed in size and variety of devices (computer, smartphone, tablet), making it hard for a single website to reach the whole online population.faberNovel 2012 57
  58. 58. !today APIs allow for content, data and technology to be accessed andused everywhere, seamlessly WebsiteData, content, technology API Online population APIs unlock distribution channels by allowing data, content and services to be accessible and usable on any device, anywhere. Thus, theoretically, all the online use case scenarios can be covered with an API where developers (external or internal) build applications for each of these scenarios.faberNovel 2012 58
  59. 59. Case Study. The Netflix API, distributing digital media on every possibledeviceNetflix opened up an API in October 2008 to allow for its content to be accessedeverywhere through every device.APIToday, more than 800 devices use the Netflix API to stream content faberNovel 2012 59
  61. 61. Companies can foster innovation by exposing some of their resources toothersWe are accelerating the pace of innovation at AT&T.The transformation that is underway here is aboutunlocking the value of our platform and deliveringnew capabilities to our customers faster than everbefore. [] It (API) accelerates time-to-market withfinished products, and it also increases leverage andreuse of assets.Jon Summers, AT&Ts Senior Vice President of Applications and Services Infrastructure faberNovel 2012 61
  62. 62. Before, corporate processes were designed to support long product orservice development cycles!In a traditional company, the organization is pyramidal, communication protocols between teams are slow, validationprocesses are long and the product development cycle is lengthy due to time consuming processes. Data is often usedand stored differently from one team to another, slowing things down even more when these teams have to work together. faberNovel 2012 62
  63. 63. !but in todays fast evolving economy, innovation has to speed updrastically, which is what APIs allowFast and efficient Unified data uses andFacilitated resources accesscommunication protocols storage formatsthrough APIsEased team Thriving community ofcollaborationdevelopers aroundcompanys APIsFaster product or service development cycles faberNovel 2012 63
  64. 64. Case study. Twitter and AT&T internal APIs3Xfaster is the productdevelopment cycle at AT&Tthanks to its APIs746 applications weredeveloped based onthe Twitter API5billion API calls each month,mostly coming from thirdparty developers. A 1400%increase since the launch ofthe API in 2010faberNovel 2012 64
  66. 66. APIs open up possibilities for new partnerships at a low marginal costThere are plenty of people all over the world thatwould like to have access to our content, but we donthave enough people to go and talk to all of them, []this [API] helps us scale and has opened us up to a setof large partners we wouldnt otherwise have had thetime and energy to go after. Sharath Bulusu, Product Manager about The Guardian APIfaberNovel 2012 66
  67. 67. Before, developing new partnerships was time consuming and requiredconsequent commercial workforce,!Usually, to develop new partnerships, a commercial team goes prospecting for new partnersand clients. The number of partnerships achieved is limited by the size of commercial teams,and the ability of the company to process these partnerships, and effectively set them up. Thispartnering process is energy and time consuming. faberNovel 2012 67
  68. 68. !but today APIs take partnerships on a large scale while maintaining lowcosts Data, content,APItechnologyBy opening up business assets to other parties, APIs ease considerably partnership process.Potential partners are able to make use of the API to design new products and services.Commercial workforce no longer needs to have a door-to-door approach to finding newpartners. Instead, new partners plug-in to the companys APIs on their own.faberNovel 2012 68
  69. 69. Case Study. Xignite API, distributing financial data on a large scale 50 financial cloud APIs Reference and historical data covering : Global equities API Commodities Currencies Fixed income Mutual funds Derivatives OTC instruments Today, 900 clients in 47 countriesSource: CrunchBase use Xignite financial servicesfaberNovel 2012 69
  71. 71. APIs allow for monitoring and control over how a companys resources canbe usedWe want to make sure that the Twitter experience isstraightforward and easy to understand. []Related to that, weve already begun to morethoroughly enforce our Developer Rules of the Roadwith partners, for example with branding, and inthe coming weeks, we will be introducing stricterguidelines around how the Twitter API is used. Michael Sippey, VP Consumer Products at Twitter faberNovel 2012 71
  72. 72. APIs allow companies to open their resources in a secure and controlledway while bringing them closer to their customers Control your ecosystemGet feedback fastSecure your resourcesAPI providers have completeAPI providers can know preciselyIdentification protocol allowscontrol over their API how their resources are being developers to access securely toecosystem :used :APIs : Degree of openness of their Identity, number of API calls, Encrypted communications.APIs.functionalities used, etc. Usage rules for developers. Instant insights on whichSecurity depends on whatresources are most used andresources a company decides toExample : Twitter recently decidedthus potentially most valued expose to third parties through anto strengthen its API policy to beby customers.API.sure the best experience isdelivered to users.faberNovel 2012 72
  74. 74. Traditionally, IT management controls the whole value chain of a companysdata!In traditional companies,ITs role can be summed up as: Building enterprise Controlling corporate dataapplicationsIT systems are thus centralized, locked down, and controlled by IT teams.All requests for new applications or changes have to be submitted to IT, thuscreating a funnel effect that slows down processes. This results in a rigid, costly,and time-consuming IT organization.faberNovel 2012 74
  75. 75. !whereas internal APIs give more flexibility and speed up internal processesWith internal APIs, ITs role is reinvented Define policies for data Build and maintain APIsuse Internal APIs grease the wheels in companies and organizations Updatability FlexibilityScalability Cross-department If changes or repairs are Each department canIn case opening data Departments can share needed in the database, build its ownand functionalities to data easily, and re-use IT can handle it withoutapplications with in-partners is needed,other departments data disrupting thehouse or third party having internal APIs to rapidly build their functioning of IT developers using dataspeeds up partnershipown applications systems as long as APIand functionalitiesand scaling processes. without to resort to IT rules do not change provided by the management. internal APIs. faberNovel 2012 75
  76. 76. Case Study. Comcast, internal APIs speeding-up time-to-market Yesterday TodayAccessing cross-division resources toNow, thanks to internal APIs, accessingcreate new products would take monthscross-division resources takes aroundbecause: 30 minutes:No standardized data format Each department is free to use other#1 #1between departments departments resources#2Different data exchange protocols A dozen of internal APIs have been #2 createdCode created for each project was#3rarely reusableThe goal is that APIs become so fundamental to how weoperate that people dont notice them anymore, like theair.Agustin Schapira, Principal Architect at ComcastfaberNovel 2012 76
  77. 77. REST architecture for APIs eases resources manipulationRESTFul is a style of software architecture that allows data exchange throughhuman readable URIsREST language uses nouns and verbs, and has an emphasis on readability. Itultimately uses less bandwidth than other language such as SOAP for instanceGETPOST 4Users can manipulateAccessCreatedata through a REST a resourcea resource API using action verbsand an URIPUTDELETEUpdate Delete a resourcea resourcefaberNovel 2012 77
  78. 78. Example: an internal REST APILets consider an enterprise named HelloWorldExample: if HelloWorld had an internal REST API, typingthe following command line!get api.company.com/1/revenue/?subsidiary=paris&year=2012HelloWorld API version 1 Revenue of subsidiary in Paris in 2012!would return HelloWorld revenue in 2012 of the Parissubsidiary.Machine & human readableresults: HelloWorld revenuein 2012, each monthfaberNovel 2012 78
  79. 79. APIsrevolutionize theway products andservices aredelivered
  80. 80. Re-imagination of movie rentalTHENNOWBrick-and-mortar stores / Localized / NotOnline / Accessible on demand / Virtually compatible with every device / Limited unlimited catalog / Wide reach / Accessibledistribution / High fixed costson any devicefaberNovel 2012 80
  81. 81. Re-imagination of the newspaper industry THENNOW Printed on paper / Limited and localizedOnline / Accessible on demand / Easeddistribution / Print costs / High distribution partnerships / Wide reach / New costs / Not scalable / Limited innovationdistribution channels / Scalable / Low distribution costs faberNovel 2012 81
  82. 82. Re-imagination of business IT THENNOWInternal servers / High acquisition and Online / Pay-as-you go / No obsolescencemaintenance costs / Obsolescence issues / issues / Virtually unlimited computing Limited computing power / Not scalable power / No maintenance costs / ScalablefaberNovel 2012 82
  83. 83. Re-imagination of the business of telephonyTHEN NOW Fixed phones / Single communication Twilio / Cloud-based communications /device / Limited functionalities / ClosedEndless integration possibilities with communication ecosystem / High devices / Low scalability costs / Openscalability costs communication ecosystem / Expandablefunctionalities faberNovel 2012 83
  84. 84. Re-imagination of enterprise ERPsTHEN NOWSAP, Oracle / Expensive systems / Limited Workday / SaaS / Always up-to-date / flexibility / On-premise / Low scalability /User-centric / Flexible and scalable Complicated to use faberNovel 2012 84
  85. 85. Re-imagination of educational contentTHEN NOW Khan Academy / Analytics for teachers and Printed on paper / Obsolescence / Onestudents / Interactive content / Diversesize fits all approach / Unique distribution distribution modes / Embeddable with othermode / Static content contents and functionalities faberNovel 2012 85
  86. 86. Re-imagination of fitness coachingTHENNOWSingle device / Limited functionalities / NotMyfitnesspal / Many applications evolutionary / Few analytics / possibilities / Analytics / Fun / User-centric /Evolutionary faberNovel 2012 86
  87. 87. Re-imagination of retail product searchTHEN NOWPaper catalog / Not interactive / One-to-Mobile product search / Geolocalized / many marketing / No analyticsAnalytics / One-to-one marketing / Manyfunctionalities (reviews, couponing, etc.)faberNovel 2012 87
  88. 88. In the 90s you couldnt dowithout a website!
  89. 89. !and today you cant do withoutan API
  90. 90. Whats next for the API world
  91. 91. In the 90s APIs allowed programmers to develop applications for OS
  92. 92. Today, APIs connect smartphones, computers, tablets, etc.
  93. 93. Tomorrow, all objects will be able to exchange resources through APIs
  94. 94. We are faberNovel We help large organizations think and act like startups! We help our clients make the most of digital opportunities and emerging practices. We build on tomorrows challenges to deliver significant impact. We are designers, business analysts, and engineers. We work ideas into successful projects. We make innovation happen. facebook.com/faberNovel @faberNovelwww.fabernovel.com!!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!""#!!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!""# faberNovel 2012 94
  95. 95. Stphane Distinguin Adrien Delepelaire Founder & CEO Junior Project Manager @fano Cyril VartMathilde Brs Partner & VP Strategy Business Development Manager @cyrilvart@mahautbres Aurlien Fache Senior Software Engineer @mathemagieDesign Team Benoit TalabotJules Mah Partner & Art DirectorJunior Art Director @bybent @julesmahe!!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!""#!!!!!!!!!!!!!!!!!!!!!!!"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!""# faberNovel 2012 95
  96. 96. ParisSan Francisco.. 17 rue du Faubourg du Temple 169 11th streetContact 75010 Paris+33 1 42 72 20 04 San Francisco CA 91 103, USA +1415 626 6406.. meet_paris@fabernovel.commeet_sf@fabernovel.comNew York Moscow412 Broadway, Floor 2, 3-iy Monetchikovskiy PeureulokNY 10013 17, Stroenie 2 Moscow 11054+1415 298 0209 +7 (999) 639 80 82meet_nyc@fabernovel.commeet_moscow@fabernovel.com faberNovel 2012 96