Who's Here and what questions are there that people want to talk about?
Apologies if I got people's names wrong or missed some content. It's very difficult to do transcription realtime!
Dave - Strike Iron - How do people want to make money with mashups
Danny - EBay - How are people currently making money with mashiups
Josh Scott - EBay - Monetize beyond adwords
Peter Rip - Leapfrog - No specific question
Rick Warner - ACME Innovation - What's usable and why?
Chris - Zap Target - APIs for emails
Peter - Sales Force.com - What's the mashup product that is the killer app on Salesforce
Chris Law - Aggregate Knowledge / WSFinder- Who else besdies the big players are making money off of APIs
Peter - Microsoft - How can Microsoft help others make money
Steve - RedMonk - How can APIs throttle innovation
Anu - Partysync - Are mashups a lifestyle business
John - Terms of service when do they decide they're ready to partner with someone or not
Brian - Time Warner / AOL - Instant messenger (100k users per day free) - iamalpha.com. Music distributed mashup in music
CNET - What are the social ecosystem of providers
Anu - Partysync - What requirements should display APIs have for content if it's being displayed for free.
Dave - BungeeLabs - Are developers of Mashups really interested in monetizing them.
Anu - Partysync - What responsibilities do big companies have to developers
How do you make money without getting absorbed?
How do you do ad targetting in a mashup?
What's the market size on a mashup?
Jeff - Online Highways - Does Yahoo bring the hammer down on people who use the APIs for non-commercial purposes?
What defines a commercial mashup? As soon as money is being made off it is it commercial?
- Yahoo is working on this, not figured out yet
- My theory is if you have a business card then it's grey and you need to get permission
Are there any other categories of mashups besides web based?
- mobile, music, instant messenger, search, commerce, maps, desktop widgits/gadgets, mashup development tools
What is a mashup? Same as an integreation?
- more than one source of data
Are API developers getting what they need?
CNET - Are you a non-profit, commercial, is it industrial art? How do you konw?
- I want to give a license that is as minimally restrictive as possible, I want to give people a lot of leeway before they become commercial. Need a way to classify it an monetize it.
Reliability of APIs. What are the SLAs?
How do you distribute the money - who gets paid?
In order for a mahsup to be able to be a business you need to have a contract in place.
- there needs to be a level of confidence around the relationship so that things don't change
How many in the room are providers of APIs? - 20/65
Consumers of APIs? - 75%
VCs? - 7/65
Enablers - 2 or 3
Themes - who is live and charging for APIs?
- In our business its' based on email sent. End result is email communication.
- $1000 setup but revenue comes from email being sent. Our partners get a share of the revenue.
- Salesforce.com is a partner, their customers pay us per email sent
- software as a service
- Offer astrology reports. Referal fee as customers sign up customers, premium membership revenue
- The end user ends up paying the client who rev shares
- Inventory of tee times and sell the content that others can monetize
- Customer pays and kickback to the country club
- EBay, no need to charge for APIs because we make money in other ways when other people use them.
- We're not as nimble as we were before. Allow others to make money and build the business in the direction they want it go
- Anyone with an API into a shopping mechanism has an easy way
Is anybody today offering free at one level and charge at another?
- Amazon charges nothing at one level and charge at another
- Astrology site offers some free and gives a full report at charge
- Instant Messenger platform from AOL free up to 100k users per day - 5-10% off of the business you're making. Let people create a myspace like environment using
Will Google, Microsoft or Yahoo force Ads to come down?
- RSS API for spaces - wouldnt' be surprising if there was an ad in that RSS stream
- rumorcity.com - uses an Ad every 20th time if you don't pay their fee for geolocation
Imagine a Mashup for Skiing, who's got the best snow? There could be a sponsorship model there.
Lots of times users will use Yahoo Maps and Google Ads? Is there any stipulation about that?
If Google Advertises and gives you a cut back would mashup providers care?
- If the ads get in the way then we would switch APIs
Pay not to have ads on the maps.
If you're small how do I monetize not through Ads through APIs? Strike Iron does that.
Pay per call or per use?
- in general developers don't want to do that
- providers of the content want to do that
- Amazon finds it hard to keep track of everything. Reads are free, writes pay.
- Ebay wants to do it the other way around
- mitadvertisinglab is interesting - check that out.
- As a VC, I don't want to split a percentage of revenue with my OEM. Needs to be predictable, this part of the value stack goes to the providers.Want a fixed fee. Predictable fee of $1 per 1000. I know if my business will support this or not.
There's a compnay that wanted to use EBays APIs and forced a contract. Be sure to get the contract done. If I worry about being out innovated by EBay then we're in the wrong business.Microsoft, Google, EBay - this slowness applies to everybody. Big guys can't do that. There are a large number of folks get bought, the monetization may be getting bought by Microsoft, Google.
How many people are doing the mashups just as a hobby? Most people believe they are going to monetize their mashups. Acquire to hire is just a nice big signign bonus.
How many of the folks who are really trying to monetize are doing this to sell out? If someone came up to you and gave you a few hundred grand and stockoptions to buy you rmashup would you take it?
Somone created a service called Wayfaring. More importantly I hope it's 3k to 5k a month. It's a lifestyle business.
Mashups for your employer - 12/65
Mashups to build your own business - 20/65
Mashups for a hobby - 5/65
Build a mashup that wants VC - 4/65 people
Building to scratch an itch vs build for a business - 50%
If you want to succeed beyond a business do you need to be bought? The more vendors you can bring in the better so you are not beholden. A lot of times what I can do is build up an attractive userbase once I've gotten rolling I can switch out to a different provider, you have an answer to the VC question or buy out.
I talk to a lot of people who can build attractive apps on top of existing platforms. This is a unique opportunity to build a real business on top of corporate data. Cashflow can be quick.
Question for developers - if you're building technologies on other APIs what is your unique value. how do you stop someone from copying you? Community can be a huge barrier to entry. First mover advantage can be a huge differentiator because it's hard for people to follow along after you. Each one has different user needs.
Is Zillow a mashup? Is it a mashup if it's legal? People who take data from various sources whether they are monetizable or not and put it together are mashups. * Resume Mashup - my favorite new term of the conference. *
Models for Mashup developers to make money
* Resume Mashup (get bought)
* Fixed Fee
* % rev share
* flat fee
* For those people who are creating a mashup and not looking for VC maybe those people are just earlier in the process.
* As a developer it's cool becuase there's the full range of options available as the developer?
* Whoever has lots of data to turn it into something new and differnet. The provider can screw you as it comes down the pipe. What's the relationship that we have with the API devleoper? A lot of grey areas are here. It would help if there was some intuitive way to explain the license agreement. What should the social contract be? CNet realizes that people are taking their stuff whether we want them to or not.