3scale networks

A New Generation of Internet Business

Unlock your digital content and

services & expand beyond your
website
The benefits of opening and managing your API
November 18th , 2009
 Agenda
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 • How to unlock your digital

Management Germany content/services?

Guillaume Balas, VP Sales & Marketing • The importance of API

 Senior strategy consultant with Oliver
Wyman, focus on business dev., strategic
management
planning and operations management in
the IT and Telecom sectors

 MBA from ESADE Business School,

• Wine.com success story
Barcelona, Spain

• The 3scale solution

Bill Clifford, Director Software Dev. at Wine.com
 Worked in a variety of fields within
Information Technology. From network • Q&A
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
How do you reach your users/clients?

Online Population
Reach Lost business opportunities

Web Site  Limited reach

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

Digital
Content &
Services

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

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Develop a distributed web strategy…
…and make your content/services ubiquitous

Online Population
Reach Extended Reach
Social
Widgets Network
Gadgets Mobile
3rd Party Apps
Web Site Badges (Facebook, Apps
Apps Opensocial..) (iPhone,
Android)
APIs unlock new distribution
channels and unleash the
power of your web service
and online business.
Web services /
open API
non-visual services

Digital
Content &
Services

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

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But…

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?

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

Develop brand
Drive syndication
awareness

Promote
innovation

Focus on your core Develop new

business revenue streams

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 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)

“$7bn worth of items on eBay through APIs”

Mark Carges (Ebay CTO)

“Revenues increased by 86%”

John Musser (Programmable Web)

“The API which has easily 10 times more traffic than the website,
has been really very important to us.”
Biz Stone (co-founder, Twitter)

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For others, API is an important key success factor

“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)

“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)

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And for many, API is key to their business

…. 10
Wine.com: a success story

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 Why develop an API ?

 We have unique data to offer the

developer community.
o Over 10 years of structured wine info.

 The digital landscape is changing. More

platforms for presenting data from the
web.
o API will allow us to take advantage of
new digital channels without additional
IT resources

 Opportunity to create Brand Awareness.

 E-retailers are embracing mobile

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 Our approach

 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.

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 What we’ve learned

 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.

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 3scale’s API Mgt. solution

Management & Access Control Monitoring & Analytics

 Usage  Track account

limitations by sign-ups
methods  Monitor
 Contract account usage
management  Track method
 API traffic usage in calls
filtering

Billing & Payment Developer portal

 Pre- and post-  Content
pay management for
 Usage plans API
configuration documentation
 Set pricing rules  Flexible forums,
according to blogs and other
metrics community
 Receive monthly
tools
settlement

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Management & Access control
Configure your API plans and set up metrics and limits

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Monitoring & Analytics

Number of hits per method

Number of hits per user/day

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Billing & Payments

Configure your pre-

payment/post-payment
infrastructure

Create plans with different features and prices

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Developer Portal

Configure the look and feel of

your developer portal with our
editing tools

Integrate the full CSS of your corporate website

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3scale’s added value for your business

 Monthly license fee versus cost of:

 Fast and easy deployment:
Time to  - development
couple of weeks versus some Cost
Market  - ongoing maintenance
months, sometime a year.  - opportunity

 Transform API provision into a

business development function.  Benefit from latest technical
Cutting-
Flexibility  1 unique partner to deal with innovations based on the
 Allows focusing on core Edge industry standards.
business.

 Technical expertise Market Reach

 Business expertise
Expertise  Benefit from industry best  Benefit from the “Network effect”:
practices API providers API users

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With 3scale’s solution…

1. Take the control of your online digital content

and services

2. Empower your business development

3. Increase your Internet reach and revenues

Unleash the Power of your API !

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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

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