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Unleash the Power of your API
                           September 23rd, 2009




Monday, December 7, 2009
Content

                                                • An API ? What for ?
                                                   – What’s an API?
                                                   – The core value of APIs
   Martin Tantow, Commercial Lead
                                                   – Examples
   Senior strategy consultant (Oliver Wyman/
    Mercer) and strategic alliance manager
    (T-Mobile). He built his first company in   • API Management
    1999 together with Steven.
                                                   – The benefits of having a “managed” API
   MBA, Univ. of Munich, School of
    Management Germany                             – What the reality is

                                                • The 3scale solution
                                                   – 3scale’s added value
                                                   – An innovative architecture
   Steven Willmott, Technical Lead
                                                   – Real life examples
   Director of research group at UPC,
    Barcelona, Spain with focus on Web
    Services, semantic web and distributed
    systems.
                                                • 3scale’s solution live walk-through
   Ph.D. in computer science from EPFL
    Lausanne, CH
                                                • Q&A


Monday, December 7, 2009
What’s an API?




                           3

Monday, December 7, 2009
What’s an API?


          API stands for Application Programming Interface. It is a set of
       programming instructions and standards for accessing a Web-based
                         software application or Web tool




                                                                             3

Monday, December 7, 2009
What’s an API?


          API stands for Application Programming Interface. It is a set of
       programming instructions and standards for accessing a Web-based
                         software application or Web tool




       API are a key element
          of “The Cloud”




                                                                             3

Monday, December 7, 2009
The core value of APIs…


                         Online Population




                                                 Web
                                               Service /
                                                Online
                                               Business




                                                                 4
  Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

Monday, December 7, 2009
The core value of APIs…


                         Online Population
               Reach




             Web Site




                                                 Web
                                               Service /
                                                Online
                                               Business




                                                                 4
  Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

Monday, December 7, 2009
The core value of APIs…


                         Online Population
               Reach




             Web Site




                                                      open APIs
                                                    non-visual services




                                                 Web
                                               Service /
                                                Online
                                               Business




                                                                          4
  Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

Monday, December 7, 2009
The core value of APIs…


                         Online Population
                                    Reach (Huge B2B opportunity)
                                                                   Social
                                            Widgets              Network
                                  3rd Party Gadgets                Apps
             Web Site               Apps    Badges               (Facebook,
                                                                 Opensocial)
                                                                            Semantic
                                                                               Web
                                                                                       …lies in their capacity
                                                                                        to unlock distribution
                                                                                       channels and unleash
                                                                                       the power of your web
                                                      open APIs
                                                                                         service and online
                                                    non-visual services                       business.

                                                 Web
                                               Service /
                                                Online
                                               Business




                                                                                                            4
  Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe

Monday, December 7, 2009
Some examples of successful APIs




                                            5
  Source: Dion Hinchcliffe’s Web 2.0 Blog

Monday, December 7, 2009
Some examples of successful APIs

                                            “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)




                                                                                                           5
  Source: Dion Hinchcliffe’s Web 2.0 Blog

Monday, December 7, 2009
Some examples of successful APIs

                                            “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)




                                                                               “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)




                                                                                                                        5
  Source: Dion Hinchcliffe’s Web 2.0 Blog

Monday, December 7, 2009
Some examples of successful APIs

                                            “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)




                                                                               “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)




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




                                                                                                                          5
  Source: Dion Hinchcliffe’s Web 2.0 Blog

Monday, December 7, 2009
The benefits of having a “managed” API




                                              6

Monday, December 7, 2009
The benefits of having a “managed” API

      Drive syndication




                                              6

Monday, December 7, 2009
The benefits of having a “managed” API

                                              Develop brand
      Drive syndication
                                               awareness




                                                              6

Monday, December 7, 2009
The benefits of having a “managed” API

                                                Develop brand
      Drive syndication
                                                 awareness



                           Promote innovation




                                                                6

Monday, December 7, 2009
The benefits of having a “managed” API

                                                Develop brand
      Drive syndication
                                                 awareness



                           Promote innovation




     Focus on your core
         business




                                                                6

Monday, December 7, 2009
The benefits of having a “managed” API

                                                Develop brand
      Drive syndication
                                                 awareness



                           Promote innovation




     Focus on your core                           Develop new
         business                               revenue streams


                                                        =



                                                                  6

Monday, December 7, 2009
However the reality is that…




                                    7

Monday, December 7, 2009
However the reality is that…




                                    7

Monday, December 7, 2009
However the reality is that…




                                    7

Monday, December 7, 2009
Why that ?




                                        7

Monday, December 7, 2009
Why that ?


                                      Lack of out-of-the-box and efficient API




                           Business
                                       management solution
                                      Early beginning of the learning curve of
                                       such solutions




                                                                                  7

Monday, December 7, 2009
Why that ?


                                       Lack of out-of-the-box and efficient API




                           Business
                                        management solution
                                       Early beginning of the learning curve of
                                        such solutions



                           Financial
                                       Companies are often overpaying for API
                                        and API management systems (in-house or
                                        custom build from system integrators)




                                                                                   7

Monday, December 7, 2009
Why that ?


                                       Lack of out-of-the-box and efficient API




                           Business
                                        management solution
                                       Early beginning of the learning curve of
                                        such solutions



                           Financial
                                       Companies are often overpaying for API
                                        and API management systems (in-house or
                                        custom build from system integrators)

                                       Development is complex and time
                           Technical




                                        consuming
                                       Even innovators often lack key tools like
                                        deep monitoring and analytics


                                                                                   7

Monday, December 7, 2009
What is 3scale’s added value ?




                                      8

Monday, December 7, 2009
What is 3scale’s added value ?

  Management & Access Control

                            Usage
                             limitations by
                             methods
                            Contract
                             management
                            API traffic
                             filtering




                                              8

Monday, December 7, 2009
What is 3scale’s added value ?

  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




                                                                                  8

Monday, December 7, 2009
What is 3scale’s added value ?

  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
                            Pre- and post-
                             pay
                            Usage plans
                             configuration
                            Set pricing rules
                             according to
                             metrics
                            Receive monthly
                             settlement


                                                                                     8

Monday, December 7, 2009
What is 3scale’s added value ?

  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 tools
                            Receive monthly
                             settlement


                                                                                      8

Monday, December 7, 2009
Based upon an innovative architecture




                                             9

Monday, December 7, 2009
Based upon an innovative architecture




                  “3scale networks enables Internet-based
               businesses with a secure, scalable and efficient
               SaaS platform to manage their APIs and reduce
                              time-to-market.”                    9

Monday, December 7, 2009
Based upon an innovative architecture

    Plug-In Advantages

     Fast and easy
      integration
     Cost-efficient (no
      bandwidth cost)
     Secure (no visibility
      for 3scale on content
      of data flows)




                  “3scale networks enables Internet-based
               businesses with a secure, scalable and efficient
               SaaS platform to manage their APIs and reduce
                              time-to-market.”                    9

Monday, December 7, 2009
Based upon an innovative architecture

    Plug-In Advantages

     Fast and easy
      integration
     Cost-efficient (no
      bandwidth cost)
     Secure (no visibility
      for 3scale on content
      of data flows)




                                             9

Monday, December 7, 2009
Companies that have chosen 3scale


                                          Wine.com has a developer portal
                                           with full CSS that perfectly
                                           matches the look and feel of the
                                           corporate site.
                                          The integration only took 2 weeks




     Meaningtool increased the
      number of sign ups by 134% in 10
      days.
     They generate the user accounts
      through our Service Management
      API


                                                                        10

Monday, December 7, 2009
Companies that have chosen 3scale

      Deepdyve integrated 3scale‘s solution in
       less than 1 week
      More than 180 partners in less than 4
       months, from the launch of their API
      No developer portal - authentication and
       monitoring run directly through 3scale
       APIs



                                     Freedom Speaks allows people to send
                                      letters and faxes to the government
                                     They are successfully monetizing the
                                      API with increasing revenues
                                     Through their API Program they’ve got 2
                                      new key partners

                                                                             11

Monday, December 7, 2009
Companies that have chosen 3scale


                                             Klout uses our self-configurable
                                              developer portal
                                             More than 40 API users in 2
                                              months
                                             Up to more than 15.000 hits in
                                              one day




      Customers have gone live in 3 days on their own
      Significant amount of companies planning to go live with 3scale’s
       solution in the coming weeks
      Various companies also using pre-paid and post-paid plans, API
       monetization increasing

                                                                               12

Monday, December 7, 2009
3scale’s ecosystem
                           To be launched
                           soon
    Example:




    Example:




Monday, December 7, 2009
3SCALE’S SOLUTION
        WALK-THROUGH


Monday, December 7, 2009
THANK YOU!
                                  Feel free to contact us:
                            Martin Tantow martin@3scale.net
                            Steven Willmott steve@3scale.net


          Get started with a FREE trial account: http://www.3scale.net/signup/new




Monday, December 7, 2009

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Unleash the Power of your API

  • 1. Unleash the Power of your API September 23rd, 2009 Monday, December 7, 2009
  • 2. Content • An API ? What for ? – What’s an API? – The core value of APIs Martin Tantow, Commercial Lead – Examples  Senior strategy consultant (Oliver Wyman/ Mercer) and strategic alliance manager (T-Mobile). He built his first company in • API Management 1999 together with Steven. – The benefits of having a “managed” API  MBA, Univ. of Munich, School of Management Germany – What the reality is • The 3scale solution – 3scale’s added value – An innovative architecture Steven Willmott, Technical Lead – Real life examples  Director of research group at UPC, Barcelona, Spain with focus on Web Services, semantic web and distributed systems. • 3scale’s solution live walk-through  Ph.D. in computer science from EPFL Lausanne, CH • Q&A Monday, December 7, 2009
  • 3. What’s an API? 3 Monday, December 7, 2009
  • 4. What’s an API? API stands for Application Programming Interface. It is a set of programming instructions and standards for accessing a Web-based software application or Web tool 3 Monday, December 7, 2009
  • 5. What’s an API? API stands for Application Programming Interface. It is a set of programming instructions and standards for accessing a Web-based software application or Web tool API are a key element of “The Cloud” 3 Monday, December 7, 2009
  • 6. The core value of APIs… Online Population Web Service / Online Business 4 Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe Monday, December 7, 2009
  • 7. The core value of APIs… Online Population Reach Web Site Web Service / Online Business 4 Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe Monday, December 7, 2009
  • 8. The core value of APIs… Online Population Reach Web Site open APIs non-visual services Web Service / Online Business 4 Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe Monday, December 7, 2009
  • 9. The core value of APIs… Online Population Reach (Huge B2B opportunity) Social Widgets Network 3rd Party Gadgets Apps Web Site Apps Badges (Facebook, Opensocial) Semantic Web …lies in their capacity to unlock distribution channels and unleash the power of your web open APIs service and online non-visual services business. Web Service / Online Business 4 Source: Dion Hinchcliffe, http://blogs.zdnet.con/Hinchcliffe Monday, December 7, 2009
  • 10. Some examples of successful APIs 5 Source: Dion Hinchcliffe’s Web 2.0 Blog Monday, December 7, 2009
  • 11. Some examples of successful APIs “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) 5 Source: Dion Hinchcliffe’s Web 2.0 Blog Monday, December 7, 2009
  • 12. Some examples of successful APIs “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) “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) 5 Source: Dion Hinchcliffe’s Web 2.0 Blog Monday, December 7, 2009
  • 13. Some examples of successful APIs “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) “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) “The API which has easily 10 times more traffic than the website, has been really very important to us.” Biz Stone (co-founder, Twitter) 5 Source: Dion Hinchcliffe’s Web 2.0 Blog Monday, December 7, 2009
  • 14. The benefits of having a “managed” API 6 Monday, December 7, 2009
  • 15. The benefits of having a “managed” API Drive syndication 6 Monday, December 7, 2009
  • 16. The benefits of having a “managed” API Develop brand Drive syndication awareness 6 Monday, December 7, 2009
  • 17. The benefits of having a “managed” API Develop brand Drive syndication awareness Promote innovation 6 Monday, December 7, 2009
  • 18. The benefits of having a “managed” API Develop brand Drive syndication awareness Promote innovation Focus on your core business 6 Monday, December 7, 2009
  • 19. The benefits of having a “managed” API Develop brand Drive syndication awareness Promote innovation Focus on your core Develop new business revenue streams = 6 Monday, December 7, 2009
  • 20. However the reality is that… 7 Monday, December 7, 2009
  • 21. However the reality is that… 7 Monday, December 7, 2009
  • 22. However the reality is that… 7 Monday, December 7, 2009
  • 23. Why that ? 7 Monday, December 7, 2009
  • 24. Why that ? Lack of out-of-the-box and efficient API Business management solution Early beginning of the learning curve of such solutions 7 Monday, December 7, 2009
  • 25. Why that ? Lack of out-of-the-box and efficient API Business management solution Early beginning of the learning curve of such solutions Financial Companies are often overpaying for API and API management systems (in-house or custom build from system integrators) 7 Monday, December 7, 2009
  • 26. Why that ? Lack of out-of-the-box and efficient API Business management solution Early beginning of the learning curve of such solutions Financial Companies are often overpaying for API and API management systems (in-house or custom build from system integrators) Development is complex and time Technical consuming Even innovators often lack key tools like deep monitoring and analytics 7 Monday, December 7, 2009
  • 27. What is 3scale’s added value ? 8 Monday, December 7, 2009
  • 28. What is 3scale’s added value ? Management & Access Control  Usage limitations by methods  Contract management  API traffic filtering 8 Monday, December 7, 2009
  • 29. What is 3scale’s added value ? 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 8 Monday, December 7, 2009
  • 30. What is 3scale’s added value ? 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  Pre- and post- pay  Usage plans configuration  Set pricing rules according to metrics  Receive monthly settlement 8 Monday, December 7, 2009
  • 31. What is 3scale’s added value ? 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 tools  Receive monthly settlement 8 Monday, December 7, 2009
  • 32. Based upon an innovative architecture 9 Monday, December 7, 2009
  • 33. Based upon an innovative architecture “3scale networks enables Internet-based businesses with a secure, scalable and efficient SaaS platform to manage their APIs and reduce time-to-market.” 9 Monday, December 7, 2009
  • 34. Based upon an innovative architecture Plug-In Advantages  Fast and easy integration  Cost-efficient (no bandwidth cost)  Secure (no visibility for 3scale on content of data flows) “3scale networks enables Internet-based businesses with a secure, scalable and efficient SaaS platform to manage their APIs and reduce time-to-market.” 9 Monday, December 7, 2009
  • 35. Based upon an innovative architecture Plug-In Advantages  Fast and easy integration  Cost-efficient (no bandwidth cost)  Secure (no visibility for 3scale on content of data flows) 9 Monday, December 7, 2009
  • 36. Companies that have chosen 3scale  Wine.com has a developer portal with full CSS that perfectly matches the look and feel of the corporate site.  The integration only took 2 weeks  Meaningtool increased the number of sign ups by 134% in 10 days.  They generate the user accounts through our Service Management API 10 Monday, December 7, 2009
  • 37. Companies that have chosen 3scale  Deepdyve integrated 3scale‘s solution in less than 1 week  More than 180 partners in less than 4 months, from the launch of their API  No developer portal - authentication and monitoring run directly through 3scale APIs  Freedom Speaks allows people to send letters and faxes to the government  They are successfully monetizing the API with increasing revenues  Through their API Program they’ve got 2 new key partners 11 Monday, December 7, 2009
  • 38. Companies that have chosen 3scale  Klout uses our self-configurable developer portal  More than 40 API users in 2 months  Up to more than 15.000 hits in one day  Customers have gone live in 3 days on their own  Significant amount of companies planning to go live with 3scale’s solution in the coming weeks  Various companies also using pre-paid and post-paid plans, API monetization increasing 12 Monday, December 7, 2009
  • 39. 3scale’s ecosystem To be launched soon Example: Example: Monday, December 7, 2009
  • 40. 3SCALE’S SOLUTION WALK-THROUGH Monday, December 7, 2009
  • 41. THANK YOU! Feel free to contact us: Martin Tantow martin@3scale.net Steven Willmott steve@3scale.net Get started with a FREE trial account: http://www.3scale.net/signup/new Monday, December 7, 2009