Customer Verticals

MASHERY PRESS RELEASE

New Mashery Analytics Help Organizations Track Business Value on API Management Initiatives

San Francisco, Calif., December 8, 2010—Mashery, the leading provider of API (Application Programming Interface) management and strategic services, announced today powerful new analytics capabilities that provide organizations with the visibility they need to directly tie API activity to business value. With this offering, organizations will be able to expand their business analytics capabilities to marketing and communications channels, driving new business opportunities and revenue.

APIs are the means by which companies allow the core backend services that power their websites to be built into mobile applications and integrated into applications and platforms provided by their partners and customers. Because APIs are an increasingly important business driver for many organizations, a lack of visibility into API activity as well as the inability to measure their ultimate business value creates a "black hole" in organizations' efforts to optimize these new channels. As businesses expand their presence from the web onto new devices, they need powerful analytics tools that cover a more diverse array of platforms. As content can now be found across literally hundreds of types of devices, the new Mashery solution is able to measure agnostically across mobile and other connected devices, helping organizations put a value on their API initiatives without having to separately measure specific platforms.

"Organizations are seeing a seismic shift in the number of customers that come through social media sites and mobile applications compared to standard websites and traditional marketing channels," said Oren Michels, CEO of Mashery. "The problem is that there are few analytics tools that expand beyond the web and allow organizations to measure business value associated with this dramatic shift. With this release Mashery is arming the most innovative and forward-thinking companies with the tools they need to accurately measure the business value of these new marketing and communications channels. There's a paradox out there-- the more innovative and the more types of devices and digital channels a company uses, the less insight a company has into how

these new business avenues are fairing. We are now able to solve this problem by allowing companies to both accurately measure as well as optimize the resources they've put into API development and management."

Mashery's new analytics capabilities will have significant impact on the evolution of APIs as a credible marketing channel and business development opportunity. According to Gartner, "by 2015, companies will generate half of their web sales from social media and mobile applications." At the same time, Gartner predicts that "by 2012, 80 percent of businesses will support a workforce using tablets."1 Since APIs serve as the building blocks for powering mobile and Web applications, this momentum highlights that APIs have become more mainstream, evolving from a marketing experiment several years ago to a credible channel for growth today.

"As APIs are one of the key building blocks for applications across all mobile devices and operating systems, companies should look for solutions which measure the business value of API adoption," said Maribel Lopez, principal & founder, Market Strategies at Lopez Research. "Analytics solutions that identify where business value is derived from can be priceless—especially if you are able to measure value beyond simply logging traffic levels." Shifting Viewership Needs Better Analytics Tools The effort to optimize these new business channels has made a significant impact on Active.com, a fitness site where people search and register for sports activities and events. Once solely dependent on web traffic to drive revenue opportunities, Active.com now receives a sizable portion of its viewership from its online newsletters, social media presence and mobile applications on the iPhone and Android platforms. Mashery's new API analytics capabilities allow the company to derive as much market research and business analysis from these new channels as their robust web analytics efforts. "It is absolutely imperative that we are able to capture and better understand business data tied to our new marketing channels," said Jeremy Thomas, director of product development, Active.com. "Mashery's new offerings allow us to connect the dots by tracking value from the multitude of channels and devices where customer interaction originates- and analyze this information through to an actual registration. That's revenue generated through our API program of which we were previously unable to measure, track and analyze in a meaningful way."

Mashery Putting a Business Value on API Management

As companies continue to conduct more of their commerce online, it's important that they look beyond their websites and go directly to customers. APIs let them expand their presence to mobile devices like smart phones and tablets as well as social media platforms like Twitter and Facebook. Mashery helps organizations analyze and evaluate the value of their mobile and social media presence.

"Web analytics has evolved from logging server hits to tracking unique page views to eventually linking web traffic to specific business values," said Michels. "Mashery's latest release is the first step in bringing API analytics up to that level, so organizations can leverage this new marketing and communications channel to its fullest potential."

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About Mashery

Mashery's API management tools and strategic services help companies connect with customers and partners in a changing digital world by extending reach across devices, markets and the Web. Mashery leads the industry with a holistic approach for API initiatives -- from setting platform strategy and measuring business objectives to the heavy lifting of providing and managing infrastructure to facilitating relationships with our 50,000-strong network of Web and mobile application developers. Our knowledge, experience and proven strategies enable companies to focus on their core business while driving sales, building new revenue channels and realizing faster time-to-market for innovative applications. Mashery was founded in 2006 and has built an impressive list of clients that include Best Buy, Netflix, and The New York Times. For more information, visit www.mashery.com.

http://www.internetretailer.com/2009/05/29/take-my-api-please

MASHERY PRESS RELEASE

Mashery Helps Deliver Geolocation and Local Apps for Quova, CityGrid®, Homefinder.com, WeatherBug and Allmenus

API Leader is First Step for Location-Based Applicationss
San Francisco, CA, August 18, 2010—Mashery, the leading provider of API (Application Programming Interface) management and strategic services announced today an impressive lineup of customers powering geographically relevant applications. From providers of location based information like Quova to location specific databases like Homefinder.com and CityGrid® to local subject specific services like WeatherBug and Allmenus, APIs provide a platform approach to fostering an ecosystem of developers and multitude of applications leveraging highly relevant data.

"Location awareness is a key building block in so many of today's most popular and successful mobile apps," said Oren Michels, CEO of Mashery. "The availability of a diverse set of location APIs provide developers the means to create a compelling mobile experience around a broad range of content and services. With so many consumers accessing the Internet on the go, where you are has become an integral part of who you are. Your location informs how you want to interact with the application, its underlying services, your social graph and the people and places in your vicinity. With APIs that provide location awareness, local content and localized services, Mashery is able to offer our community of over 50,000 developers a holistic approach for developing the next-generation of location aware applications."

"Building our developer portal with Mashery made the most sense for us to speed the delivery of Quova's API, making our tools and geolocation dataset readily available to developers of all kinds," said Marie Alexander, CEO, Quova, Inc. "We are pleased to be part of the Mashery community."

Mashery is helping provide the API infrastructure that allows for more localized content for popular tools, including:

• HomeFinder.com is a popular real estate site with 3.5 million property listings that connects home buyers, sellers and real estate professionals. HomeFinder.com uses Mashery's API services to enable its 130+ online newspaper partners, including the Chicago Tribune, Arizona Republic and Miami Herald, to weave local property listings, community data and school statistics into their Web sites and print real estate sections.

• CityGrid® is the largest content and ad network for local, aggregating more than 700K paying advertisers, enhanced listings and content for 18M businesses, and reaching more than 140M unique users across 250 web and mobile sites. CityGrid® utilizes Mashery's API management services to give developers access to their content rich set of APIs which enable them to access CityGrid's content and its monetization platform.

• WeatherBug, a brand of AWS Convergence Technologies, Inc., manages and operates the largest global weather network and provides products and services for consumer and professional use. WeatherBug is launching a set of new APIs with Mashery that include tile-based raster images for radar, satellite, temperatures, humidity, pressure and winds that can be easily added to Google and Bing maps.

• Allmenus, the leading national resource for restaurant menus and online ordering, along with sister site Campusfood, is part of the Dotmenu network. Mashery's API service will be used to syndicate Allmenus' trove of content, covering 8,000 US cities, to local content partners. APIs made available will include restaurant menu links, content, and online food ordering.

• Quova geo-data powers businesses, large and small, around the globe. This data enables them to instantly identify where a visitor to their site is geographically located; to geotarget advertising and content; detect card- not-present fraud; manage distribution of digital content; and comply with local laws. Quova invites developers to play with its data for free, in order to see what can be created using the most detailed demographic and accurate network characteristic data about an IP address available. The company is based in Mountain View, California.

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About Mashery

Mashery's API management tools and strategic services help companies connect with customers and partners in a changing digital world by extending reach across devices, markets and the Web. Mashery leads the industry with a holistic approach for API initiatives -- from setting platform strategy and measuring business objectives to the heavy lifting of providing and managing infrastructure to facilitating relationships with our 50,000-strong network of Web and mobile application developers. Our knowledge, experience and proven strategies enable companies to focus on their core business while driving sales, building new revenue channels and realizing faster time-to-market for innovative applications. Mashery was founded in 2006 and has built an impressive list of clients that include Best Buy, Netflix, and The New York Times. For more information, visit www.mashery.com.

MASHERY PRESS RELEASE

Mashery Provides Media Companies Framework for Monetizing Content

API Access Tiers Leverage Digital Assets in Web and Mobile Applications

San Francisco, CA, June 30, 2010—Mashery, the leading provider of API (Application Programming Interface) management and strategic services, today announced new API access tiers, a platform that allows publishing and media companies to provide varying levels of access to their digital assets to internal, partner and third-party developers. API access tiers create a foundation for opening up content to the public or based on established business relationships, providing a viable framework for media companies to monetize online data. The global publishing industry is facing rapid changes to content delivery models. New devices are being launched every day that allow consumers to get more of their news on the go, and these mobile devices are achieving mainstream adoption much quicker. Just this year, the Apple iPad sold 2 million units in the first 60 days—and Apple reports that a new iPad is sold every three seconds. Media companies need to adapt their content delivery strategies to keep up with constant innovation and early adoption. Managing a reliable, easy-to-use API portal is a cost- efficient solution that allows media companies to take advantage of application development and revenue stream opportunities from the global developer community.

The Guardian newspaper based in the U.K. is using Mashery's new API access tiers to provide its digital assets to developers and partners through "Open Platform"—the Guardian's API portal that includes more than 1 million archived articles, picture galleries, podcasts and videos. Partners can access and reuse the Guardian's content to reach a wider audience, engage users more deeply and produce innovative advertising campaigns. In return, the company can develop new partnerships and expand its reach and its business models through those partnerships. Mashery's API management service provides the Software as a Service (SaaS) platform

necessary to cost-efficiently manage, monitor, monetize and control access to the newspaper's "The ability to provide varying levels of access to our archives is critical in developing a distributed partner model," said Matt McAlister, head of the Guardian developer network. "We rely on Mashery's expertise to manage and monitor access rights. As a result, we are able to offer a very robust product that creates new opportunities for us and for our partners." Deborah Schultz, Partner Innovation & Design at the Altimeter Group commented, "The early successes and adoption of the iPad, smart phones and other mobile readers are pushing publishers and media companies to think about how they can open up their content to partners and developers to help them expand distribution to these new devices. But access is only part of the story. Media needs to explore new monetization opportunities to leverage this expanding ecosystem". Mashery understands that managing APIs is an ongoing process of registering and provisioning new developers while keeping an eye on performance and responding to support requests from the developer community. Any one of these tasks can be time consuming for even just a single partner. When the number of partners grows to dozens, hundreds or thousands of developers, suddenly the job of managing APIs quickly exceeds the bandwidth of most media and publishing companies. In response, Mashery provides a Web-based service that simplifies partner access, monitors API activity for stability and performance and collaborates with and supports developer communities.

"Innovations in mobile technology have fundamentally changed the basic principles of media distribution. Media companies excel at creating content, but most do not have the in-house resources or expertise to keep up with all the new business development opportunities being created through application development and new platforms," said Oren Michels, CEO, Mashery. "Instead of using resources to try to manage APIs, API access and a variety of partner relationships, publishing and media companies can now focus on what they do best: creating content. Mashery's API management and strategic services allow them to do just that and with a clear path to revenue creation."

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About Mashery

Mashery's API management tools and strategic services help companies connect with customers and partners in a changing digital world by extending reach across devices, markets and the Web. Mashery leads the industry with a holistic approach for API initiatives -- from setting platform strategy and measuring business objectives to the heavy lifting of providing and managing infrastructure to facilitating relationships with our 50,000-strong network of Web and mobile application developers. Our knowledge, experience and proven strategies enable companies to focus on their core business while driving sales, building new revenue channels and realizing faster time-to-market for innovative applications. Mashery was founded in 2006 and has built an impressive list of clients that include Best Buy, Netflix, and The New York Times. For more information, visit www.mashery.com.