[rrggrr]

IFTT and Zapier are two of the most exciting companies to watch in tech right now. Why? Because automation and programming are still inaccessible to most people, but the need and interest is widespread. IFTT and Zapier, both of which I use, are racing for breadth of services they integrate as opposed to depth of a service's API they expose/support. I think that is a mistake. I also believe the first of the two to support industrial devices, a robust security model and open source hardware will run dominate the space. There are only so many Mailchimp, Salesforce, Google Docs integrations of value - but infinite use cases for device integration. On this score perhaps IFTT has a lead. IFTT and Zapier are what, IMHO, Apple's Automator should have been. I think Apple may have missed the mark throwing resources at Swift, when the much larger market is end-user integrations. I might add applications like Tasker and Locale on Android add a ton of value to those platforms, at the expense of the iPhone, and Apple remains largely absent on the integration front.