Who’s using your API?

“Who’s using your API” was the title of my presentation at the API Strategy & Practice Conference that happened on February 21 and 22, 2013 in New York City.

One of the conference takeaways was the concern that almost everybody had with their customers. Almost everyone I talked with was in one way or another worried about how the API distribution model is affecting the way their customers interact with their app.

Companies that survive are the ones that are obsessed with customer experience. — Jeff Lawson, CEO twilio

My talk was focused on the way customers interact with companies when using applications developed using APIs: who controls your customers’ experience when they’re using third-party applications?

I propose an alternative distribution model where companies can expose their APIs as integrations that can be used by the final customer. This will increase proximity with the end users without losing control of how they perceive the product.

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