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If You Build APIs, Will Developers Come?
Kevin Kohut, Accenture
Kevin Toms, Philips Hue
Allen Rodgers, Pearson
Accenture
2
Kevin KohutGlobal API Enablement
Lead, Accenture
About Kevin (https://api.apifirst.net/signatures/kevin)
{
“name” : ”Kevin Kohut”,
“role” : ”Global API Enablement Lead”,
“company” : ”Accenture”,
“title” : ”Senior Manager”,
“email” : ”[email protected]”,
“phone” : ”818 915-6678”,
“tagline” : “Digital transformation through API Enablement”
}
Developers Don’t Care!
• About your business model
• How you make money
• How awesome or complete your backend services are
• Whether your services are written in Java, Node, Python, PHP, Ruby, C#
– Well, they may *SAY* that they care, but they really don’t!
And Don’t Want:• To be hassled with complex registration procedures just to start playing with your APIs
• To have to learn your business processes in order to know how to use your APIs
• To have more than one bookmark related your APIs
• To deal with marketing hype, pushy sales reps, and 30-page EULAs
4©2015 Apigee. All Rights Reserved.
What Developers Want
5©2015 Apigee. All Rights Reserved.
API Strategy
Easy discovery of what your APIs do
RESTful APIs that adhere to
standards
Usable examples that illustrate real
use cases
Simple monetization
model
The Tale of Two Menus
6©2015 Apigee. All Rights Reserved.
Here is what we have to offer… Tell us what you want…
Philips Hue
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IF YOU BUILD APIS...KEVIN TOMS, DEVELOPER EVANGELIST, PHILIPS HUE
So you have APIs..
Will developers come and use them?
The question is...
What is in it for developers?
What is THEIR motivation to use YOUR APIs
Why should they?
Philips Hue--
We have fun on our side. Playing with colored light
But we also started right away with a developer business model =
Developers can make, and sell Hue apps on the App stores $$$$
Business Model
No business model for devs, no motivation to invest their time and money into using your API
Assuming you have a business model for developers, the question is..
Where are they?
How can you find, and grow the number of developers?
Developer marketing/ outreach is important
But support them well too
Good documentation online
Maintain it
Provide tools that help
Respond to questions etc
Philips Hue--
Our API is easy to use that helps
We launched it with an easy to use iOS SDK to create apps, and added Android later
We made good API documentation with a step-by-step easy start
We maintain the information and respond to developers
Hackathons – special case
We have lights, good for hackathons, visual
We learned by doing
We developed hackathon developer kits, portable home Hue system
Many hackathon benefits, but great for direct communication with devs, and testing the tools you provide
Hackathons – Dev kit
Re-cap
Make sure there is a business model for the developers
Outreach to find them PLUS
Back that up with
Good documentation
Good support
Concern for their success
Concern for their success
Developers are your allies, they make your product more interesting
Don’t just provide the API and leave them to it, assist them
Help them to make money too..
Philips Hue--
We don’t compete. We have big company resources to make apps, but we don’t
Except for the Hue App that is supplied with the system
And in that app, support for our developers
-The More Apps for Hue menu item
Philips Hue--
More Apps
for Hue
(click goes to
App Store buy
Listing)
Some final thoughts
Be Real-Think of yourselves as collaborating with developers, you may be bigger but you are not better
Be Respectful -Respect the developers. You control your API and therefore the market, but never get arrogant
Don’t compete -Don’t put out products that compete with your developers, just because you have the resources to do so
Some final thoughts
Be Responsive - Help developers to sell the apps that they create using your APIs. (You control your market)
Be Honest - When you make mistakes, admit it. You are not expected to be perfect by developers, mistakes can hurt them businesses, they want to know that they matter to you.
Questions…
Kevin Toms
developers.meethue.com
@philipshuedev
For details about Philips Hue Lights
www.meethue.com
Pearson
24
Field of DreamsAllen RodgersDirector, Pearson API Program
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About Us
Welcome to Pearson. We have a simple mission: to help people make more of their lives through learning
worlds largest education
company1with 40,000 employees
2More than 70 countries3
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Presentation Title runs here l 00/00/0028
Get it right?
28• 2
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Presentation Title runs here l 00/00/0029
Let the user tell us!
29• 2
9
?
Agenda
30©2015 Apigee. All Rights Reserved.
Current State
Why ComeReal Questions
Why Stay AnecdoteDoes and Don’ts
?
Current State
31
How ARE We definingSuccess, and exploring exploring Opportunities
300 Active Partners1
30 + Apps2
300 + Integrations3
Successful! But…4
The Program Today
Clients mobile, partners Integrate
?
Questions
34
WHY should They come
Why should they stay
Why should they
?
WHY should They come
36
value is everything
the amount of money that something is worth : the price or cost of something:
something that can be bought for a low or fair price: usefulness or importance
The amount of money that something is worth : the price or cost of something
Something that can be bought for a low or fair price
Usefulness or importance
Audience is key
Internal
Private
partner
open
Value is differentiated
• Consistency• Reuse• Time to Market
Internal Private
• Device • Channels
Partner
• Integration (leverage client’s base, enhance functionality)
• Client -differentiation
Open
• Cheaper• Faster • Ecosystem• Sum of Parts
the amount of money that something is worth : the price or cost of something: something that
can be bought for a low or fair price: usefulness or importance
Value by Audience
10%
10%
75%
5% Internal1
Private2
Partner3
Open4
Audience by type
Division by Audience
?
Why should they stay
41
Value quality
Why should they stay
Not lipstick on a pig, think like a developer
Simplicity1
Intuitive2
Compliant3
Shallow4
quality apis
MUST WORK5
APIs are a product, must be treated as such
Easy Access1
Great Documentation2
Active Community3
Phenomenal Support4
quality Service
Reward5
Do’s and Don'ts
45
DOAPI first, Mobile second, Web third1
Do your homework (Who, What, How)2
Start “small” in terms of functionalities (you can always add but you can never remove)
3
Provide a compelling value proposition to drive adoption and grow your API ecosystem
4
Quality, quality, Quality
Remain flexible to evolve with the needs of your user base
5
DON’T
API as a “side project”1
Neglect developers2
Bad documentation (or inexistent)3
Bad sample code/examples (or inexistent)4
No or unclear Terms & Conditions5
Value is the only guarantee
Thank you
