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The Brazilian Digital PathAn overview of e-book development in a BRICS country
Bra·zil | \brə-ˈzil\A former football nation.
Carnival, caipirinhas and sunny beaches still available.
Carlo Carrenho | Digital Technology Summit | Pretoria, South AfricaMarch 18th, 2015
General Facts About Brazil
Population: 202 million (5th in the world)
Area: 8,5 mi km² (5th in the world)
GNP: US$ 2.246 trillion (5th in the world)
Language: Portuguese (Only!)
Number of Nobel Prizes: None, Zero, Nada
Number of Soccer World Cup Championships: 5 (Five)!!!
The Book Market (2013)
Market at consumer “cover” prices: US$ 3.09 bi
Total publishers revenue : US$ 2.27 bi
Government purchases: US$ 625 million
Government share: 27.5%
K-12 share: Over 50%
Digital share in the trade market: 3,5% (2014)
10th largest book market in the world according to Ruediger Wischenbart’s The Global Map of Publishing Markets
Sour
ce: B
razi
lian
Book
Cha
mbe
r and
Glo
bal M
ap o
f Pub
lishi
ng M
arke
ts
An One-language Book Market
Only 4,59% of booksellers revenues in Brazil came from foreign books in 2014 according to Nielsen.
Foreign language titles sold in Brazilian bookstores add to roughly a US$ 80 million per year, n consummer prices, which is less than 3% of the market.
Portuguese is a huge entry barrier.
“As for beach reading, that is something I didn’t see much of in
Brazil. And the fact is: when you have so much natural beauty to sightsee, when it comes to reading books, and
your brain is half-melted from the heat, why bother?”
Ed Nawotka,Publishing Perspectives
Brazilians read four books per year on average
Half of them are for school purposes
Half of them are only partially read
Few heavy readers
Reading Habits
Digital Cronology
Dec. 2009: Gato Sabido, the 1st Brazilian eBook retailer starts its operation
June 2010: Saraiva launches its e-Bookstore
Oct. 2012: Apple opens its Brazilian iBookstore
Dec. 2012: Amazon, Google and Kobo launch their e-Bookstores in Brazil
Feb. 2014: Amazon starts shipping the Kindle from their own warehouse
Aug. 2014: Saraiva launches its dedicated e-Reader, the LEV
Aug. 2014: Amazon starts selling print books
The Resistance
2010 2011 2012 2013 2014 -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
4,900
9,000
16,000
35,000
47,000
Smartphone Sales in BrazilTh
ousa
nds o
f Uni
ts
2010 2011 2012 2013 2014 -
2,000
4,000
6,000
8,000
10,000
12,000
100
800
3,100
7,900
10,700
Tablet Sales in BrazilTh
ousa
nds o
f Uni
ts
Can the dedicated eReader samba?
The Digital Growth
The Digital Growth
2012 2013 20140.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
0.50%
2.50%
3.50%
Digital share of trade copies sold in Brazil
The Aggregator Factor
The Government Factor
TAXES: Government hasn’t yet decided if eBooks are tax free or not. Dedicated eReaders are still imported as tablets.
LEGAL: Nobody can tell if the Agency Model is legal or not in Brazil.
Trade Hits and Misses
The industry managed to negotiate fair terms with Amazon
The industry failed to produce an efficient and extensive aggregator
The industry and government failed to update the tax and anti-trust legislation to cover the eBook developments.
“Everything is all right in
the end. It it isn’t all right,
it isn’t yet the end.BRAZILIAN MOTTO FOR LIFE
The Educational Tablet
Launched in 2012
600,000 tablets
US$ 75 million
Delivered in 2014
Neglected “minor”detail: EDITORIAL CONTENT
The Textbook National Program (PNLD)
Managed by the Ministry of Education
29 million students
103 million copies
US$ 530 million
Roughly 90% of government purchases
The Digital Progress at PNLD
The School LibrariesPU
BLIS
HER
S SCHO
OLS
Education Hits and Misses
The government has started to experiment with digital
Huge lack of planning and dialogue between government and industry. The Ministry of Education doesn’t make definitions
Publishers depend on third companies to reach city schools digitally.
Publishers found a way to reach the universties through a joint platform
1st KEY WORD: LANGUAGE
2nd KEY WORD: DIALOGUE
Carlo CarrenhoPublishing Consultant | Trade Journalist
Co-author of Global eBook Report (www.global-ebook.com)
[email protected] | @carrenho
Thank you!
It is time for Brazilto try a new sport
Dankie!
Ngiyathokoza!
Ke a leboha!
Ke a leboga!
Siyabonga!
Inkomu!
Ndo livhuwa!
Ro livhuwa!
Enkosi!
Ngiyabonga!