Not having an API today is like not having a website in the 90s. Open APIs are a no-brainer in the IT landscape of 2010. However I'd like to share some thoughts on what I believe is next. Will we still be talking about APIs, API management, etc in a few years from now? What role do APIs play in a multi-channel distribution play?

1. APIs and Beyond Open distribution platforms August 31st, 2010 Martin Tantow, Booz & Company

4. How do I monetize my digital assets? Rupert Murdoch, Chairman & CEO, News Corp

5. Over the last couple of years we had a simple answer: Build an API One distribution channel (aka HTML website) Products & Services API Products & Services Open Web API Website 1 10,000 – 100,000 Reaching thousands of users through an API, being available “everywhere” ? However, building an API is easy, but its distribution to the customer / users is not.

6. Not having an API today is like not having a Web Site in the 90s “ $7bn worth of items on eBay through APIs” Mark Carges (Ebay CTO) “ The API which has easily 10 times more traffic than the website, has been really very important to us.” Biz Stone (co-founder, Twitter) “ The adoption of Amazon's Web services is currently driving more network activity than everything Amazon does through their traditional Web site s.” Jeff Bar (Amazon evangelist) / Dion Hinchcliffe (Journalist)

7. Evolution of Web Service Business Models Websites with add-on API API as an additional access/interface to their existing data, e.g. Weatherbug, Technorati, Yelp Web Services become Open Platforms Applications turn into platforms Websites have become web services The API IS the product , e.g. Twilio, Zemanta, Amazon WS, Strikeiron, Xignite The API has overtaken website traffic The API is more important than the website, e.g. Twitter, eBay

8. Platforms leverage the network effect One distribution channel (aka HTML website) API Open Web API Website 1 10,000 – 100,000 Reaching thousands of users through an API, being available “everywhere” Products & Services Products & Services Platforms Open Platforms 1,000,000s Collaborating and sharing with millions of users and customers  Ubiquity Products & Services

10. The Open Computing Value Chain Social Apponomics Content & functionality provider / partner Open APIs APP APP APP APP APP APP Platforms are creating the required network effect to succeed in the new distributed ecosystem Developer Community Enterprise Platforms / App Store Consumer App Store / Mobile Website Direct Indirect Mashups B2C B2B B2B B2C Multi- channel Platforms Direct channels API Self-serve Open Distribution Channels Value Chain Sourcing Reach Open Supply Chain Enterprise 2.0 Products & Services Back Front Platforms

14. The Big Trend is Towards Monetization None Social Sites as Commercial Portals E-commerce Hosted on Social Sites Domination by 2-3 Networks Handful of Key Players Potential 18-Month Future States Commercialization Concentration Fragmented “ Gold Rush” (like search …) Brand-Building Industry Today Industry 3 years ago

15. Apple’s AppStore has been the game changer 2008 Earlier Q1/09 2007 Q2/09 Q4/09 Q3/09 Mobile Application Stores Evolution “ Gold Rush” “ Take off” “ Emergence” Q1/10 Early Pioneers The game changer “ How can I get a place in the game?” Q2/10

17. Abundance of players with different agendas but competing for the same audiences App Store Ecosystem Users Developers Developers Developers Developers Attract Developers Attract Customers Vertical players 2 PC OEMs 4 Mobile OEM’s 3 Independent Stores 6 ISVs/Carriers 5 Software OS vendors 1

21. Questions? Thank you! Blog: http:// mtantow.com / Twitter: @ mtantow