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31st May 2013
Bruno Pedro
Bridging the Gap
between APIs and Customers
Bruno Pedro
Web and Cloud Computing Technologist.
CTO of Nubera, the company behind GetApp
and CloudWork, editor of APIUX.com.
http://brunopedro.com/
Who are your customers?
Customer = developer
Customer = developer
Customer = developer
Customer = developer?
Who’s the customer?
Companies that survive are the ones that
are obsessed with customer experience.
—Jeff Lawson, CEO twilio
Your API
1001101001001000
0011010010110100
Your customers
features
developers
applications
Traditional API
distribution channel
Customer experience
Traditional API
distribution channel
Functionality
Reliability
Usability
Proficiency
Creativity
what happens when
things don’t work?
is it working as
you imagined?
how customers
perceive it?
are your customers
empowered?
can it be used
in unexpected ways?
Your customer experience is
controlled by someone else!
Alternatives?
• Customers pay for solutions
• APIs work better together
• Offer ready-to-use integrations
Engage your customer:
don’t say API, say Capability.
—Laura Merling, AT&T
Your API
1001101001001000
0011010010110100
integrations
Bridging the Gap Between APIs and Customers
Integrations
• Business analysis
Integrations
• Integration development
Integrations
• Marketing through traditional channels
Your API
1001101001001000
0011010010110100
features
developers
applications
integrations
self-service
catalog
Your customers
Multiple API
distribution channels
Benefits
• Multiple distribution channels
• Co-marketing with other app vendors
• Overall better customer experience!
So, who are your customers?
How do you reach them?
http://www.flickr.com/photos/fhmira/5019343521/
31st May 2013
Bruno Pedro
Bridging the Gap
between APIs and Customers

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