Monday, February 18, 2008

APIs Take Center Stage in Distribution

Forget a shiny interface, a catchy URL,  or contracts with major companies, having a robust and open application programming interface (API) is the key to quickly gaining an audience in the new web world.

Social networks Facebook and MySpace along with Twitter and  Last.fm  are leading the API charge today, following in the footsteps of Google's maps and Amazon.

Allowing tinkerers, other publishers and individual to mashup your data and services is the quickest way of letting them spread virally across the web. Widgets that include an advertising portion will ensure that you can make some money off your investment. If the APIs allow deep linking you had better be ready to connect with consumers with thoughtful revenue generating applications and services when they click through to your site.

My advice to any startup that is building an application -- make sure that open APIs and widgets are included front and center with any business plan. If it's video - have a player widget. If it's a communications service, make sure it can interact well with others.

Posted By John Gartner at 11:35 AM
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