Public APIs let customers connect to you in new ways.
By Neil Savage
April 16, 2013 06:00 AM ET
Computerworld - When Neil Fantom, a manager at the World Bank, sat down with the organization's technology team in 2010 to talk about opening up the bank's data to the world at large, he encountered a bit of unfamiliar terminology. "At that time I didn't even know what 'API' meant," says Fantom.
As head of the bank's Open Data Initiative, announced in April 2010, Fantom was in charge of taking the group's vast trove of information, which previously had been available only by subscription, and making it available to anyone who wanted it. The method of doing that, he would learn, would be an application programming interface.
The API would place thousands of economic indicators, including rainfall amounts, education levels and birth rates -- some metrics going back 50 years -- at the disposal of developers to mix and match and present in any way that made sense to them. The hope was that this would advance the bank's mission of fighting poverty on a global scale by calling on the creativity of others. "There are many people outside the bank who can do things with the data set we never thought about," says Fantom.
"There are many people outside the bank who can do things with the data set we never thought about," says Neil Fantom, a manager at the World Bank.
One developer, for instance, created an app that married the bank's rainfall data to Google Maps to estimate how much rainwater could be collected on rooftops and subsequently used to water crops in different parts of the world. Another app provides facts about energy consumption and shows individuals what they can do to fight climate change.
Fantom and the World Bank aren't alone in this trajectory. A decade ago, open APIs were a novelty, but in the last few years they've been adopted at an accelerating rate. ProgrammableWeb, a website that tracks public APIs, listed more than 8,800 in early April. According to the site's data, it took from 2000 to 2008 for the number of APIs to reach 1,000, and then another 18 months for that to double. The jump from 7,000 to 8,000 took just three months.
The APIs cover a wide range of categories, including business, shopping, messaging, mapping, telephone, social, financial and government, according to the ProgrammableWeb website. They're becoming as necessary to an organization as a website. "In business today, an open API is more or less table stakes. It's something you have to have," says Stephen O'Grady, an analyst at RedMonk, an analysis firm that focuses on developers. "Increasingly, your traction is going to be driven by how open and how programmatically manipulable your product is."
When Best Buy first launched its API, BBYOpen, in 2009, it gave developers access only to the chain's products catalog, with descriptions and prices for all the items it had on sale, in the hopes that doing so would bring in more customers. That was part of a deliberate strategy to start slowly, says Steve Bendt, director of emerging platforms at Best Buy. "We had to prove these things over time," he says. "We started to prove out that this is a very vibrant and viable area to pursue."
What you need to know about creating open APIs to your data:
Make it easy. Outside developers -- those at your customers' shops -- may have great ideas for how to use the data you make available, but the API itself needs to be understandable and easy to work with. Clear documentation and tools to help are must-haves.
Use REST unless you absolutely need SOAP. About three quarters of all APIs are REST-based, according to ProgrammableWeb, with SOAP a distant second.
Be prepared for cultural resistance. Some of the data 'owners' may be reluctant at first to share the jewels. You might explain how the World Bank, Best Buy, Bloomberg and others have used the technique to reach customers in new ways and/or further their organization's mission.
But external developers wanted more, so the company added the ability to access reviews and ratings for products, find a nearby store and check whether a product is available there, and purchase the item through the website or mobile app in question, perhaps with a single click if the user has linked a credit card to the app.
It's been a hit. The mobile apps ShopSavvy, RedLaser and Milo all use BBYOpen as part of their apps. The makers of the app get a commission on sales through Best Buy's affiliate program. Shoppers can search for an item, or scan a bar code, and get information on pricing from various sellers.
Small and midsize businesses are moving to the cloud to host their communications capabilities. Learn how enterprise-quality phone benefits, online management, conferencing, auto attendant, and ease of use are built into a system that is half the cost of a PBX.