“Build it and they will come” isn’t a winning strategy for API creators. The most brilliant APIs are brimming with potential. They use common standards to share useful data or services, like Google maps, from underlying systems. Developers building a new application can leverage APIs to add capabilities – such as mapping – without having to create them from scratch using data that they otherwise might not be able to access. And each time a developer adopts an API, it opens up a new channel of consumers for the API creator.
However, building APIs is only the first step for companies to generate value from their data and services. They also need to convince developers to adopt them. If they don’t, they won’t be able to reach new consumers, expand their audience to new channels, and potentially monetize their offering. The purpose of an API developer portal is to serve as the storefront for developers to find, try and buy your APIs. And the companies really doing APIs right make these portals a place to engage with developers, such as during hackathons.
Equally important is the information businesses can get from an API portal. API product managers need visibility into why developers are – or aren’t – adopting their APIs so they can invest in features that drive value. These portals act as a place for businesses to receive feedback from developers so they can help improve the quality and desirability of their APIs.