The Business of APIs 2009 - Active Network
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Transcript of The Business of APIs 2009 - Active Network
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Intro
Opening Active Data Jeremy Thomas Director of Product Development, Active.com
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About Active.com
Circa 1998: La Jolla, CA
Map provided by Google Maps
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About Active.com
1020 Prospect Street
Map provided by Google Maps
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About Active.com
Circa 1999…
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About Active.com
Circa 2000…
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About Active.com
Then we upgraded (circa 2003)…
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About Active.com
And again (circa 2007)…
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About Active.com
Which brings us to today
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The Chiefs
Active is run by these guys:
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Acquisitions
And they’ve acquired a few companies over the years:
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About Active.com
2009: North America, China Australia, UK
Map provided by Google Maps
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Data
Together we are called , and we produce a lot of data. – Events – Event Reviews – Classes – Training Plans – Registrant Details – Leagues – Memberships – High school Sports Rankings – Race Results – Campsites – Hunting/Fishing licensing
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More Data
• Over 500,000 events are added to active.com annually.
• We process over 40,000,000 transactions per year (event registrations, hunting/fishing license purchases, etc.).
• We rank 99% of high school football and lacrosse teams in the United States
• We rank in Comescore’s top 10 sports properties.
• We serve over 1,000,000,000 page views/year.
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Closed Data
Most of this data was protected and closed.
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Open Data
But we needed it to be more open.
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Why Open Data?
Prime Directive: Build the World’s Largest Directory of Things to Do
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Why Open Data?
Cross-silo communication
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Why Open Data?
Integration with Business Partners.
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Internal Campaign
To do this, I had to talk to this guy about our options.
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Internal Campaign
And he was convinced by:
• the “head” and “shoulder” argument (borrowed from Oren Michaels), not the Longtail Argument
• Easier Divisional Integration
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Internal Campaign
So we worked with Mashery to setup an API Gateway.
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Open for Businesses
We opened the API to business partners. I tweeted the fact that we were working on an API, and…
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Programmableweb.com
The community became interested. Somebody put us on programmableweb.com (it wasn’t me).
http://www.programmableweb.com/api/active
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Developer Community
And they tweeted about the possibilities.
http://twitter.com/dtyler21/status/790344865
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Developer Community
They wanted to build: – race calendars – mountain biking websites – iPhone event search apps – high school sports ranking widgets – tennis tournament finders – things to do near you widgets – campground finders
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Developer Community
So what do we do with these developers who are interested in our data?
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Community
Talk this guy, ,into opening the door to a few of them to see what happens.
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Community
We screen every API key request.
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Open for Developers
• With no formal marketing, we have over 130 Registered API users since March, 2009.
• Developer-originated traffic is a bonus, but will have material impact (5-10% increase in pageviews) in 2010 through: – Increased publicity through social media. – API-focused B2B relationships through targeted
content distribution. – Stronger API portfolio including easy to consume
widgets. – Self-sustaining API community.
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Active.com API
Thanks!
Jeremy Thomas Director of Product Development, Active.com
twitter.com/jgrahamthomas community.active.com/blogs/productdev
Several photos came from istockphoto.com, and the maps on slide 2 and 3 are from Google. Old screenshots came from archive.org.