An API is a "must have" feature for many tech startus. Mailchimp CEO Ben Chestnut went so far as to write that the company's API is "probably the best marketing we?ve ever done." But for some companies an API is more than just marketing, it's a core part of the business. As more business shifts online, non-technical business people will need to make strategic decisions about technology, including integrations with third-party sites via APIs. More tech companies should try to demystify their offerings. Online payments company Dwolla is moving in the right direction. Dwolla allows people to make and accept payments online. Unlike PayPal, Dwolla routes around the traditional financial infrastructure. As a result, the company offers a transactions at a lower cost than credit card processing companies. In order to accept Dwolla payments online retailers need to integrate the service into their websites. This can be as simple as pasting in a snippet of HTML, but for more complex shopping cart systems the integration needs to be done via the API. Since Dwolla is targeting practically any type of seller it's safe to assume that many of its potential customers don't have a developer on staff dive into the API documentation. Dwolla needs to be able to explain to key decision makers what its service is capable and not bogged down in technical details.Source: http://feedproxy.google.com/~r/Techcrunch/~3/nHiWrQWT68Q/
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