LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestras Condiciones de uso y nuestra Política de privacidad para más información.
LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestra Política de privacidad y nuestras Condiciones de uso para más información.
These are some examples of famous digital natives tha have succesfully built API programs and also monetize their programs. The evolution has been from free to semi paid services to full on revenu share programs. Apigee is now bringing the mainstream market into this space.
Any API provider that has valuable data or services that developers or end users would pay to access Eg: Maps, Travel Deals, Streaming video
Any API provider that has valuable data or services that developers or end users would pay to access Eg: Pitney Bowes, Dunn&Bradstreet
Extending your reach by offering others incentives to sell for you. Anyone who has access to users can be an example of a third party that is interested in becoming a partner.
Basic overview of why you should monetize your APIs.
Transition into how MapQuest is already well established in this space.
Where did all these developers/customers come from? What APIs does MapQuest even offer?
Jump into some of the APIs that MapQuest offers.
How are customers using these services?
Describe some common applications built using the MapQuest APIs.
MapQuest has been monetizing their APIs for years so what’s new? The story being told today is how MapQuest transformed B2B this past year by launching a self-serve platform / online storefront to further monetize their APIs.
First describe what life was like prior to launching the Self-Serve platform.
(Also includes Extended Rights Geocoding and Asset Tracking.)
MapQuest’s Monetization strategy used to just tailor to Enterprise customers.
Enterprise customers are treated very well, but comes with a higher cost. Enterprise customers are also guaranteed 99.9% uptime of all our APIs.
MapQuest realizes this model makes it difficult for smaller businesses to transition into becoming an Enterprise customer.
Should MapQuest try to attract smaller businesses?
Goal was to close the gap between Free and Enterprise.
Note: Free users are limited to 15k transactions per month.
Lots of number crunching and conducting a cost-benefit analysis before making any decision. Ultimately decided that yes, MapQuest will go after smaller businesses who are not yet ready to make the leap into becoming an Enterprise customer.
Decision was made with the understanding that: 1) not enough Account Managers to support all potential customers 2) would likely need to build a self-serve platform to automate all purchases 3) there will be major technological hurdles
What exactly were these technological challenges?
Each bullet items is a major project. It’s not something that gets done overnight.
To overcome the technological challenges, MapQuest partners with Apigee.
In mid-June, we were able to launch the self-serve platform.
In the post-Self Serve world, MapQuest transformed B2B with a whole new tier of affordable plans.
What’s different about the Self-Serve plans? Briefly describe the pricing model (nothing more than what’s already available through the website). No dedicated Account Managers. No SLAs. Support questions can be asked through the public forms and/or the Contact Us form.
Refer back to the earlier statement of “closing the gap between Free and Enterprise”. The Self-Serve Plans does exactly that. It sits between Free and Enterprise in price, quota, and services.
The idea was that “MapQuest grows with your business”.
MapQuest grows with you.
In previous years, the entry path to becoming a MapQuest Enterprise customer was always steep. The APIs were always there and available, but our API Monetization strategy was not living up to its full potential.
Realize that the typical path for new/smaller businesses: 1) Start at a lower pricing plan. 2) Move to higher pricing plans as your business grows. 3) Eventually find your way to becoming an Enterprise customer with custom SLAs and premium support.
Recap a few things, and report on some results/findings that we’ve had since Launch.
BEFORE: the MapQuest Monetization strategy only included the Free to Enterprise migration path.
AFTER: new tier of paid customers (Self-Serve) that previously didn’t exist. Bonus new features due to the partnership with Apigee.
Efforts resulted in 121 additional paid users in 3.5 months.
Paid users whom we’ve never spoken to. Paid users who came to MapQuest on their own.
Found there was a large demand for the lower price points. Ok that there is no premium technical support or 24/7 emergency support. Ok that everything is self-serve and done through the Developer Portal.
Giving an idea of how quickly MapQuest implemented all of this.
What’s next for MapQuest?
More pricing options, different subscription models (find which model is most successful), add-ons. Additional insight into usage numbers.
What are your APIs Worth?
What are Your APIs Worth?
Tej Ravindra, Apigee
Kumiko Yamazaki, Mapquest
• Only Free and Enterprise level plans
• Free, Paid (Self-Serve), and Enterprise
level plans available
• New Developer Portal
• New Provisioning System
• New Analytics and Custom Reports
• Transaction Quota Management
• Automated Email notifications
Before Launch After Launch