Oren MichelsCEO

On-Demand business and technicalinfrastructure for all Web Services

Providers

Oren Michels Co-founder and CEOVP Feedster • President ColtHR • President,winebid.com • BS EE MIT • MBA UCLA

Scott Rafer Co-founder and DirectorCEO, MyBlogLog (Sold to Yahoo) • CEO Feedster •CEO Fresher

Josh Kopelman Chairman First Round Capital • VP eBay • CEO Half.com

Ajay Arora Vice President VP newScale • Sr Dir Centrata • Corio • Oracle

Clay Loveless Alpha GeekFeedster • VP Eruptor Ent • O’Reilly PHP Cookbook

Snapshot App

Web Server

Compete DB

web page

Create adistributionchannel

request

compete.com

give me a graph

give me data

Compete DB

compete.com

app app app app

requests

responses

api.compete.com

API Management Infrastructure• Security and access control• Business rules enforcement• Distribution and scalability• Metrics and reporting

ApplicationDevelopers

WebServicesProviders

Composite EnterpriseApplications

Composite ConsumerApplicationsWebWeb

ServicesServices

WebWebServicesServices

Composite EnterpriseApplications

Composite ConsumerApplications

Mashery

Mashery W

S ServerW

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WS

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MasheryMashery

Mashery Web ServicesProxy, Services & Tools

Security & Access Control

Mashery Web ServicesDashboard

Mas

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Web

Ser

vice

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tpla

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Metering, Metrics &Management

Web Services Performance &Scalability

Developer & CommunityTools

WebServicesProviders

ApplicationDevelopers

Mashery

Mashery W

S ServerW

S ServerMas

hery

M

ashe

ry W

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rver

WS

Serv

er

MasheryMashery

Mashery Web Services Proxy,Services & Tools

Security & Access Control

Mashery Web ServicesDashboard

Mas

hery

Web

Ser

vice

s M

arke

tpla

ce

Metering, Metrics &Management

Web Services Performance &Scalability

Developer & Community Tools

The The Mashery Mashery AdvantageAdvantage

Time-to-MarketTime-to-Market

CostCost

Distribution ChannelDistribution Channel

Management &Management &MaintenanceMaintenance

FocusFocus

Mashery-powered Developer Community Site

Everything we do is “white label” - skinned in the look and feel of our clients. It isTHEIR infrastructure. Developer management tools include comprehensive

developer portal, with documentation, blog, forum and content mgmt.

Mashery-powered API Infrastructure Management

The developer portal ties into the api key issuance and back-enddeveloper management dashboard, where the business team

can control access and rules on a key-by-key basis.

Mashery API Reporting System

Mashery API Reporting System

Mashery API Reporting System

Mashery API Reporting System

Mashery API Reporting System

Web Services Distribution and The Long Tail

The Head• # Partners: < 100• High-touch partner management• Customized revenue sharing deals

The Shoulder• # Partners: Thousands• High-touch management not justified by revenue potential• Expensive to find and qualify prospects

The Long Tail• # Partners: Tens of Thousands• No commercial incentive, so no willingness to pay• Many will move to the shoulder…but which ones?

Rev

enue

Pot

entia

l

Site Rank

Mashery API Infrastructure and The Long Tail

The Head• # Partners: < 100• Formal contract with each partner• Mashery metrics and reporting

The Shoulder• # Partners: Thousands• Business terms managed by Mashery dashboard• Mashery Dashboard management and metrics

The Long Tail• # Partners: Tens of Thousands• Limited license, attribution link required• Mashery-powered Self-service provisioning

Rev

enue

Pot

entia

l

Site Rank

Typical API Channel Management

50-100 Inquiries per daySelf-provision with limited access

Attribution link and branding

5-10 Approvals per dayIncreased allowance

“Watch list”

1-2 wellqualifiedpartner

discussions perday

API Management is aBusiness, not a Technical,

function

Representative Mashery Customers

Mashery On-Demand API Infrastructure• Immediate, secure deployment

• No up-front setup cost

• First-year savings of over 90% vs in-house solution

• Manage your developer partners as a distributionchannel

• Keep your internal development resources focused onbuilding YOUR product, not infrastructure available as aservice

• Scale rapidly and securely to meet any level of demand

“Undifferentiated heavy lifting…”

Hmmmm,sounds likeanother serviceI’m familiarwith…

• Virtually no Capex• 50% less capital needed• Concept to Revenue in 9 months• No need to overprovision• Focus and quality of life• Major customers trust a small startup• Better and more reliable code

Thanks to AmazonWeb Services…

Oren MichelsCEO

oren@mashery.com