The document discusses how data and digital technologies are driving traffic beyond the traditional browser. It suggests that within 5 years, 80% of traffic could come from applications connecting to business data via APIs rather than websites. To take advantage of this shift, the document recommends that businesses make their core data and processes available through open APIs. This will allow developers in the global community to build hundreds of applications across platforms, driving revenues in new ways. Those who implement this strategy early will have significant competitive advantages over businesses that do not adopt APIs.

1. Copyright © 2009 EMC Corporation. All rights reserved.
A powerful idea – many important
people suggest - is just about to
“tip”….
A 5 min chat about data…..
but in a good way

2. Copyright © 2009 EMC Corporation. All rights reserved.
Tim Berners lee, Bill Gates,
Tim O’Reilly, Steve Jobs – all
agree (cos they’re investing in
the area) – this is the future,
not just of marketing, but of
the web itself…

3. Copyright © 2009 EMC Corporation. All rights reserved.
“leveraging the power of the
global tech community to
reduce costs, drive revenues,
broaden product ranges and
heighten brand awareness”
…“Data web
marketing”

4. Copyright © 2009 EMC Corporation. All rights reserved.
Today - pretty much all
of your traffic comes
“via the browser” – as
in everyone comes to
your site for your
content and products

5. Copyright © 2009 EMC Corporation. All rights reserved.
In the (near) future (some
people suggest as much
as 80%) - will come from
“beyond the browser” –
traffic, connecting to your
data – via an API

6. Copyright © 2009 EMC Corporation. All rights reserved.
Many of these brands
already have more than
50% of their web traffic
coming from beyond the
browser…some as much
80%...

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So what’s going on?
We’re in the middle of
a explosion of data
and devices….

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In the next 3 years…
In car web
In store product finder
apps, barcode tagging, QR
codes, Geolocation and
checking in
AR platforms – with
geoloaction, historical and
real time data built in
In devices around the
home
Mobile

9. Copyright © 2009 EMC Corporation. All rights reserved.
You will never be able to employ enough
good techies (they’re in short supply as it is)
You will never be able to support all these
channels
You will never be able to keep up, let alone
master all these new technologies
“An unsolvable problem, isn’t a
problem…it’s reality…”

10. Copyright © 2009 EMC Corporation. All rights reserved.
You need to
change the
game…

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make all your data, logistics, order
fulfilment systems, payment
gateways and core processes easily,
and freely available to the developer
community….
instead…

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Like 21st century alchemy - they will build
applications for you – hundreds of them –
for every platform you could imagine….

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Your online
business model – is
now the same as
apple’s, Wikipedia
and twitter…

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(The organisations who will
win in this new world - are
those serving geeks)
…geeks are your new, most
important customer

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…your API is
your most
valuable product
The most flexible,
easy to use, granular
and fastest API’s will
be those that
developers use

16. Copyright © 2009 EMC Corporation. All rights reserved.
within 5 years – most
retailers will have little or
no direct involvement in
the websites, mobile
applications, in store
kiosks (and any other
application) that
facilitates purchase..
A prediction….

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You’re thinking…..
I don’t care – this is
boring, its about data,
this is not going to
happen, I don’t need to
worry about this…..
But you should….because it
makes everyone with a
logistics and warehousing
capability your competition

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worse – we’re back in 1996
– where first mover
advantage is going to be
even more critical than it
was then

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Who will become the API of
choice in the applications
running on all these devices?

20. Copyright © 2009 EMC Corporation. All rights reserved.
businesses without an API will
be virtually invisible in the
digital world within 5 -10
years…

21. Copyright © 2009 EMC Corporation. All rights reserved.
reasons for
doing this…
• You’ll build less technology – you’ll save millions
• You will only have to back successful applications (then
only as rev. share) – doesn’t hurt your top line
• Your marketing will become a revenue stream
• Broader, deeper brand visibility and engagement
• Your product range will expand (if you want it to)
• Business is refocused back on its core competencies

22. Copyright © 2009 EMC Corporation. All rights reserved.
To wrap up…
• One of the most important
changes in the digital landscape
since the development of the
browser
• Almost 100% upside – the relative
costs of developing an API are tiny
compared with the potential
upside
• The risk of being late in the game –
with this much at stake - is too
great
• Why wouldn’t you do this?
• For more information
http://www.delicious.com/savioursofpop/api