Oren Michels, CEO of Mashery, came by Anthem Worldwide's digital digs in NY to brief on the state of APIs and discuss "The New Creativity" that apps and an open API ecosystem represents for businesses and brands.

1. Apps
APIs & Syndication
Creativity in the Post-Website Era
#sxswapis
Oren Michels
Co-Founder & CEO
Mashery

2. The end of “Interneting”

3. Wherever, whenever

6. Web 1.0

7. Web 2.0

8. What is creativity?
Generate or recognize ideas
alternatives
possibilities
solve problems
communicate
entertain

9. Perspective

10. New
Possibilities

12. New
Possibilities

13. Creativity without
Utility

14. what’s not new?

15. Be where your customer is

16. Utility

17. what’s new?

18. Ubiquitous
Connectivity

19. Mobile vs. Portable

20. Tactile

21. Tactile

22. Location Context

23. so what do you do?

24. Repurposing the
Internet is not the
Answer

25. Apps Grant Wishes

26. Apps Grant Wishes

27. App-sized portions

28. great standalone apps

31. New models &
Interactions

33. Apps come from APIs

34. Data
Digital Assets, Such as...
Mapping
Catalog/
Inventory
Customer
Media Profiles
Data Layer

35. Logic
Things that Happen, Such as... Register
Buy
Add to
Search Cart
Logic Layer
Data Layer

36. www.
Presentation
Where Things End Up, Such as...
Website
Mobile
App
Logic Layer
Data Layer

37. www.
Internal developers build web
Maybe even a mobile app
apps accessing data and logic.
or two...
Logic Layer
Data Layer

38. www.
API Layer
Logic Layer
Data Layer

39. usa today
• very little traction in website era
• lots of traction in post-website era

45. who owns location?

46. mashery/4square
• web 2.0 conference hack
• location owners no longer own/control
their location
• crappy beer in circus mashimus lounge

47. What kind of brand are
you?

48. so creativity has the
same goal. just different
tools