This story is about the fundamentals of web2.0 theory and the added value of APIs (application programming interfaces) for modern businesses, developers and software consumers The first 80 slides (about the fundamentals of web2.0) are available as a separate slidedeck via http://www.slideshare.net/OlafJanssenNL/part-1-of-the-lecture-so-you-think-you-understand-everyday-life-web20-api-theory-still-very-relevant-in-2013 The second part of the story - i.e. this particular slidedeck - 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 - Product & Services Advisor 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 7-3-2013

1. So you think you ….understand everyday life?
Web2.0 & API theory – (still) very relevant in 2013
Lecture for the course Digital Access to Cultural Heritage at Leiden University, 07‐03‐2013
Olaf Janssen, National Library of the Netherlands
olaf.janssen@kb.nl ‐ @ookgezellig ‐ slideshare.net/OlafJanssenNL

2. Hi,
I’m Olaf Janssen
I’m a Product & Services Advisor at the National
Library of the Netherlands (KB)
It means that I understand & research the future
needs for KB webservices.
I give advice how to translate those needs into
online product development. olaf.janssen@kb.nl
@ookgezellig
slideshare.net/OlafJanssenNL
Current fields of interest:
- Open data, Web2.0 & APIs for cultural heritage
- GLAM-Wikimedia collaboration
- Legal compliance

3. What I hope you’ll get out of this talk
1. Enhanced understanding of Web 2.0 theory (homework)
2. Enhanced understanding of API theory
3. Importance of APIs in adding value to the web

4. What I hope you’ll get out of this talk
1. Enhanced understanding of Web 2.0 theory (homework)
2. Enhanced understanding of API theory
3. Importance of APIs in adding value to the web
But wait, isn’t this a bit old? Like 2005-ish?
Very often we take everyday common
things - like modern internet - for granted
But most of us only have vague notions
about the key concepts behind them

7. Modern internet
 Web2.0 & APIs

8. How many of the key concepts
hhh
behind these everyday things do you
really grasp?
Modern internet
 Web2.0 & APIs

9. How does my talk fit in overall DACH course?

10. This slidedeck is optimised
for
slideshare.net/OlafJanssenNL

11. Alright,
let’s go!

12. Access to cultural
heritage – B.PC
Before the PC

13. BMICE ring 1
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

14. Access ’80s - PCs are the T.F.O.
?

15. date
T.F.O.
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

16. Technology Fetish Object date
to show how quickly the gadgets of
our youth go out of date.
T.F.O.
Technology Fetish Object
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

17. 1985
[ Computer ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

18. 1985 1998
[ Computer ] [ CD player ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

19. 1985 1998 2003
[ 27” Widescreen
[ Computer ] [ CD player ] TV ]
http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

20. BMICE ring 2
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

21. Access ’90s – websites are T.F.O.’s

22. Access ’90s – websites are T.F.O.’s

23. Access ’90s – websites are T.F.O.’s

24. Access ’90s – websites are T.F.O.’s

25. Access ’90s – websites are T.F.O.’s

26. BMICE ring 3
Unfortunately:
Digitizing content (ring 2)
+
putting it on a website (ring 3)
≠
findable and usable for modern users
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

27. BMICE ring 4
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

28. BMICE ring 4
?
?
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

29. BMICE ring 4
Web 2.0
?
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

30. BMICE ring 4
Web 2.0
APIs
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

31. BMICE ring 4
I’ll focus on these in the
rest of the talk
Bron: Business Model Innovatie Cultureel Erfgoed – DEN / Kennisland / OCW, 2009

32. Web 2.0
How many of the key concepts behind this
everyday thing do you really grasp?

33. Web2.0 key concepts 2005
Tim O’Reilly
What is Web 2.0: Design Patterns
and Business Models for the Next
Generation of Software
You read this article in preparation
http://oreilly.com/web2/archive/what-is-web-20.html
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

34. 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 Concepts 1 -7 elaborated on
3. Users add value
4. Network effects by default
5. Some rights reserved slideshare.net/OlafJanssenNL/part-1-of-the-lecture-
so-you-think-you-understand-everyday-life-web20-
api-theory-still-very-relevant-in-2013
6. The perpetual beta
7. Software above the level of a single device
8. Cooperate, don't control
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

35. 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
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

36. 2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
1. The long tail
Web 2.0 applications are built of
2. Data is the next Intel Inside
a network of cooperating data
3. Users add value services (APIs).
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
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

37. API ?
How many of the key concepts behind this
everyday thing do you really grasp?

38. Application
Programming
Interface

39. Application
Programming
Interface

40. Tech definition: it’s just an interface
A website is a user interface between a human and a
computer
An API is a programmable interface between two
computers
… with a number of characteristics ….

41. ATM to illustrate API characteristics
•Specialized service,
does limited set of things very well
•Standardized & well-defined
operation
•Limited set of input
card, pin, amount, receipt Y/N
•Limited set of output
cash, (receipt)
•Enabling (protocolised) self-service

42. 2005
Tim O’Reilly
What is Web 2.0: Design Patterns and
Business Models for the Next
Generation of Software
1. The long tail
Web 2.0 applications are built of
2. Data is the next Intel Inside
a network of cooperating data
3. Users add value services (APIs).
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
Slide taken from http://www.slideshare.net/edsonm/michael-edson-let-us-go-boldly-into-the-future

43. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards

44. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards
3. Don’t try to control what happens when it gets to
the other end of the connection

45. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards
3. Don’t try to control what happens when it gets to
the other end of the connection
Radical trust (once more)

46. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1. Offer API yourself
2. Syndicate your data outwards
3. Don’t try to control what happens when it gets to
the other end of the connection
4. Re-use APIs of others

47. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
1st party
webservice

48. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Other 1st party
webservice
1st party
webservice

49. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Other 1st party
webservice
1st party
webservice 3rd party
webservice

50. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Other 1st party
webservice
1st party
webservice 3rd party
webservice

51. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Mashup (in browser)
Other 1st party
webservice
1st party
webservice 3rd party
webservice

52. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Mashup (in browser)
webservice
Other 1st party
webservice webservice
1st party
webservice 3rd party
webservice
webservice

53. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Mashup (in browser)
webservice
Other 1st party
webservice webservice
1st party
webservice 3rd party
webservice
webservice

54. Web2.0 (BMICE Ring 4)
a network of cooperating data services (APIs).
Mashup (in browser)
Mobile app
webservice
Other 1st party
webservice webservice
1st party
webservice 3rd party
webservice
webservice

55. What is an open API?
http://www.youtube.com/watch?v=7r7QpIDEI_o
Must-see video

56. Some well-known APIs

57. Google Maps API

58. Google Maps API
•Worlds’ most popular API (oct 2012)
•True web2.0 setup : network of more
specialized APIs: StreetView, Directions,
Elevations, Timezone, Geocoding, Places, Earth

59. flushtracker.com Google Maps API

60. cyclingthealps.com Google Maps API

61. Twitter API

62. 140blood.com Twitter API

63. Tweaker the Tweet Speaker Twitter API

64. Amazon API

65. APIs actually…

66. bookstore.icm.ac.uk Amazon API

67. Liveplasma
Amazon API
Liveplasma gives you a visual display of
related bands, songs, movies, books etc..

68. Amazon API
Relationships generated by Amazon API
“customers who bought this album also like….”

69. Moo is a printing company

70. They print personalised business cards,
postcards, Christmas cards, stickers,
labels…

71. You can use Moo’s templates …

72. ..or design your own

74. Question:
Why the would Moo need an API?

75. Some answers at the end of the
talk…..

76. Good news!
APIs add value!

77. Good news!
APIs add value for
1. API providers / businesses
2. API consumers / developers
3. Software consumers / end-users

78. API value chain
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

79. API value chain
API provider
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

80. API value chain
API provider
Businesses open up their
assets via APIs, while keeping
control over their data,
products & services
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

81. API value chain
Business assets
API provider
owner
Owner of business assets is not
necessarily provider of API
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

82. API value chain
API consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

83. Developers can start building
API value chain applications and businesses
around a companies assets.
They use exposed API
resources and self-service tools
to establish a business
relationship
API consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

84. E.G: Game makers like Zynga, Developers can start building
API value chain Playfish & Crowdstar exist applications and businesses
because of Facebook APIs. around a companies assets.
They use exposed API
resources and self-service tools
to establish a business
relationship
API consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

85. API value chain
Software consumer
http://www.forbes.com/sites/danwoods/2011/12/15/explaining-the-api-revolution-to-your-ceo/

86. 1.
APIs from biz dev POV

87. 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

88. Biz Stone
(Twitter co-founder):
“The API has been inarguably the
most important thing we’ve done
with Twitter.”

89. 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.”

90. 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 Joy’s law
with ideas that are way better than
our ideas, …. that we wouldn’t have “No matter which
been able to get to, being a very small business you are in, the
team.” smartest people always
work for someone else”

91. 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..”

92. 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…”

93. 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”

95. 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 the eBay marketplace into
their business models."

96. Q:
How big is this API
business stuff?

97. A:
It’s huge!

98. APIs are the cornerstones of
BizDev 2.0
Having a well-developed API is the
modern way for growing a
business

99. Sounds weird?

100. Why do we Of course we Why do we Of course
need a Web have a Web need an we have an
site? site API? API
1995 2000 2005 2010

101. Why do we Of course we Why do we Of course
need a Web have a Web need an we have an
site? site API? API
1995 2000 2005 2010

102. Why do we Of course we Why do we Of course
need a Web have a Web need an we have an
site? site API? API
1995 2000 2005 2010

103. 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)

104. John Musser
(Founder ProgrammableWeb.com):

105. Why do we Of course we Why do we Of course
need a Web have a Web need an we have an
site? site API? API
1995 2000 2005 2010

106. APIs as biz-dev enabler (aka Bizdev 2.0)
“Decentralized business development”
Flickr API
Business/Partner Consumer/Hacker

107. http://www.flickr.com/services/apps/tags/printing/
These companies take
Flickr's API and build
printing services
without ever engaging
with Flickr's team
Flickr API
Business/Partner Consumer/Hacker

108. http://www.flickr.com/services/apps/tags/printing/
These companies take
Flickr's API and build
printing services
without ever engaging
with Flickr's team
Flickr might charge $$
for API-calls
Flickr API
Business/Partner Consumer/Hacker

109. http://www.flickr.com/services/
These people use Flickr’s
API for making home-
grown apps without ever
engaging with Flickr's
team
Flickr API
Business/Partner Consumer/Hacker

110. http://www.flickr.com/services/
These people use Flickr’s
API for making home-
grown apps without ever
engaging with Flickr's
team
Free distribution of Flickr
brand
Flickr API
Business/Partner Consumer/Hacker

111. API Timeline
2000 2002 2003 2005 2006 2007 2008 2009 2010
105 APIs 352 APIs 601 APIs 1,116 APIs 1,628 APIs ? APIs

119. 2008
•12.000 3rd party apps for eBay
•60% of all eBay.com traffic via
API
•7 billion $$$ revenu via API
2012
•eBay API 1 billion calls per day!

120. Success for these businesses is heavily relying on their API(s)

121. APIs: Wide range of industries
Based on directory of 2,300 web APIs listed at ProgrammableWeb,
November 2010

122. APIs: Crucial for modern business
• Make money
 60% of all listings on eBay.com added via their APIs
• Save money
 SmugMug saves > $500K/year with Amazon cloud storage

123. APIs: Crucial for modern business
• Make money
 60% of all listings on eBay.com added via their APIs
• Save money
 SmugMug saves > $500K/year with Amazon cloud storage

124. APIs: Crucial for modern business
• Make money
 60% of all listings on eBay.com added via their APIs
• Save money
 SmugMug saves > $500K/year with Amazon cloud storage
• Build brand experience
 Google Maps 300% growth vs 20% MapQuest
• Go anywhere
 Netflix available on over 200 devices

126. 100’s of “Netflix Ready” devices
Source: Michael Hart, Netflix

127. 2.
APIs from developers POV

128. Developers are the
craftsmen of the 21st
century
flickr.com/tom_w_bn

129. ... and women
© Eric Roth

130. Developers built stuff
flickr.com/mashery

131. Developers solve
problems
flickr.com/Olaf_Janssen

132. They change the
world

133. Q:
How big is this API
developer world?

134. HI
N T

138. Developers use APIs as their
raw material…
Flickr: Patrick Bürgler

139. … but need additional tools for
adding value
Flickr: locket479

140. What can API providers do to
make their lives easier?
Flickr: watchsmart

141. 1. Offer simple technology, easy to adopt
APIs need ways to call or be called by other APIs and transport content.
Without going into technical details, there are two ‘styles’ to do so
‘Complex’ ‘Simple’
SOAP REST
Simple Object Access Protocol Representational State Transfer
XML response JSON response
Extensible Markup Language JavaScript Object Notation

142. Request
What’s the price of IBM?

143. Response

144. Feel free to explore further….
http://www.youtube.com/watch?v=v3OMEAU_4HI

145. 1. Offer simple technology, easy to adopt
APIs need ways to call or be called by other APIs and transport content.
Without going into technical details, there are two ‘styles’ to do so
Bottom line:
REST & JSON are the easy, simple,
popular, low-barrier ways to go
for modern API-developers
(“all the cool kids use it”)

146. REST vs. SOAP, more of both, but a lot more REST
REST
SOAP

147. JSON Rising: 62% of all
new APIs in 2012 support
JSON
28% of all new APIs in 2012
support only JSON (no XML)

148. 2. Offer fast, automated signup
Europeana API key registration
Linkedin registration for
new applications

149. 3. Quickstart, HowTo’s, FAQs, full documentation
Layar API HowTo’s
Youtube API Quickstart
eBay API FAQs
Flickr API full documentation

150. 4. Code samples & libraries, tutorials, demos
Tumblr API code samples
Google Maps API demos
Layar API tutorials
Linkedin code libraries

151. 5. Offer coding tools
Google’s Code Playground
Europeana’s API console
Slideshare API explorer
Facebook’s debugger

152. 6. Provide API monitoring & status tools
YouTube API response times
Twitter API performance & availability

153. 7. Communication & Community tools
Dropbox developers forum
Tumblr developers blog
Spotify FB event
Spotify API
OpenOffice API wiki Twitter-channel

154. 8. Marketing & Evangelism
KB API team @ hackathon
Promoting apps to media
Soundcloud App gallery
Europeana API
implementation casestudies

155. 9. Clear legal & finance terms
Google Maps API licensing
Google Translate API pricing model
Flickr API Terms of Service
YouTube app monetization

156. 3.
APIs from end-user POV

157. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier logins (OAuth)

158. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
Software above the level of
•Easier authentication a single device

159. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

160. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

161. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

162. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

163. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

164. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

165. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

166. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

167. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

168. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

169. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

170. APIs make life easier… with new possibilities
& experiences
•Mobile apps
•Device-independence
•Sharing content here & now
•Embedding content
•Synchronising channels
•Easier authentication

171. Q:
How big is this API
end-user world?

172. smart

173. OK, that’s about it from
me…
One more thing…

174. Question:
Why the would Moo need an API?

175. 1. Build custom card design GUIs for your target
audiences. Moo will do printing / checkout /
shipping / customer care

176. 1. Build custom card design GUIs for your target
audiences. Moo will do printing / checkout /
shipping / customer care

177. 1. Build custom card design GUIs for your target
audiences. Moo will do printing / checkout /
shipping / customer care

178. 2. Become Moo-affiliate

179. 3. Become Moo-affiliate
Self-service
made possible by API

180. 3. Build extensions for desktop software
• Adobe InDesign Extension
• Adobe Photoshop Lightroom Plugin

181. THANKS!
olaf.janssen@kb.nl
@ookgezellig
slideshare.net/OlafJanssenNL