DATA PLATFORMS

HxRefactored 5.14.2014 Brooklyn

Andrew J. Rosenthal

group manager: platform + wellness, Jawbone

@rosenthal

@rosenthal

JAWBONE DEVELOPER PLATFORM

Millions of events

1,000+ 3rd Party Apps

HackathonsSample

hardware

OAuth 2.015

diverse endpoints

FEATURED APPS

Withings Lose It! MapMyFitness MyFitnessPal RunKeeper

IFTTT Sleepio Maxwell Health Tictrac GymPact

CarePass Wello FitStar Fitcoin Strava

Automatic

Whistle

WHERE TO INVEST

WHAT’S WORKED ELSEWHERE

Image courtesy Microsoft

Image via TheNextWeb

CORE CONCEPTS

• Network effects

- Cross-Side effects - Same-side effects

• Stand-alone value

Strategies for Two-Sided Networks, HBR, 2006, Eisenmann et al @rosenthal

@rosenthal

FOR BUILDING A WINING DATA PLATFORMFIVE STRATEGIES

1.Mobilize the platform

2.Go open at the right time

3.Liberate the data

4.Stable and predictable

5.Enable monetization

@rosenthal

1. MOBILIZE THE PLATFORM

• Enable stand-alone value

• Subsidize early adopters

• Importance of compliments

• Build credible expectations for future

• Value added/marquee users

OPENRapid growth Innovation at the edges Define rules, let others play by them Leverage: promotion

At a minimum, open enough for third parties to understand & develop

CLOSEDExtension of product development

Different rules for different participants Faster iteration

Leverage: access

@rosenthal

@rosenthal

2. GO OPEN AT THE RIGHT TIME

4.30.13 9.15.13

@rosenthal

3. LIBERATE THE DATA

Image via HHSGov

You neither obtain nor retain any rights in retrieved data, beyond

the rights provided herein. All data remains the property of the user from whom it derived and/or of

Jawbone, as relevant. - Jawbone Developer Platform Terms of Service

@rosenthal

4. STABLE AND PREDICTABLE

• Quality & responsive support

• Shared expectations

• No surprises

• Great uptime

@rosenthal

5. ENABLE MONETIZATION• Affiliate programs

• Use scale to improve product economics

• Build complimentary products and services

• Generate new spend

• Increase share of spend

Impact of a dollar spent

Windows Services Software Hardware

$9.75

$4.60$3.65$1.00

Strategies for Two-Sided Networks, HBR, 2006, Eisenmann et al

wired, 5.9.14 “Square Turned Data Into Dollars”

@rosenthal

FOR BUILDING A WINING DATA PLATFORMFIVE STRATEGIES

1.Mobilize the platform

2.Go open at the right time

3.Liberate the data

4.Stable and predictable

5.Enable monetization

Andrew J. Rosenthal developer.jawbone.com