BRAZIL
Highlights of a tropical and
emerging digital market
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre
Our Economy
GNP in 2012:
US$ 2.42 trillion
Brazilian GNP Growth Rate
8.0
7.0
6.0
Percentual Growth
5.0
4.0
3.0
2.0
1.0
0.0
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
-1.0
Source: IBGE
Forecasted Growth for 2013: 3.0 %
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre
Our Income Distribution
E-Class: US$ 0 to US$ 369
D-Class: US$ 369 to US$ 590
C-Class: US$ 590 to US$ 2541
AB -Class: Over US$ 2541
The Social Classes's Mobility
* Monthly family income
60
Percentage of the Population
50
40
E-class
D-class
30
C-class
AB-class
20
10
0
2003
2004
2005
2006
2007
2008
2009
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre
2010
2011
Source: Centro de Políticas Sociais | FGV
The Number of Students Is Up
College Students in Brazil
7,000,000
Number of Enrollments
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
2001
2002
2003
2004
Private Students
2005
2006
Public Students
Source: Censo da Educação Superior 2010 | Inep, MEC
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2007
2008
2009
2010
The Book Market (2011)
Total publishers revenue : US$ 2.576 bi
Government purchases: US$ 739 million
Government share: 28.7%
K-12 share: 53.2%
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre
9th largest book market
in the world according to
The Global Map of
Publishing Markets ’12
(Ruediger Wischenbart)
The Digital Share
Digital Market Share on Trade Books
3.00%
2.63%
% on trade books
2.50%
2.00%
1.50%
1.00%
0.50%
0.47%
0.00%
2012
2013 (forecast)
Source: www.tiposdigitais.com
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The D-Day
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The Apple-Day
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50,000
45,000
Dec '12: Amazon,
Google & Kobo launches
40,000
30,000
25,000
20,000
Oct '12: Apple launches
15,000
10,000
5,000
Jan '12 Feb '12 Mar '12 Apr '12 May '12 Jun '12
Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13
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Source: DLD
Number of eBooks sold
35,000
DLD Mar '12 eBook Units Sales by Retailer
Other
Kobo # 5 5,2%
11,8%
Apple # 1
28,5%
Saraiva # 4
15%
Amazon # 2
22%
Apple #1 - 28,5%
Amazon #2 - 22%
Google #3 - 17,5%
Saraiva #4 - 15%
Kobo #5 - 11,8%
Other - 5,2%
Digital Minds Conference 2013
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Source: DLD
Google # 3
17,5%
The Tablets + The Smartphones
# of active iPhones in Brazil:
# of active iPads:
1,78 mi
1,06 mi
# of active Android Smartphones: 8,29 mi
# of active Android tablets:
2,64 mi
Source: www.TiposDigitais.com
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre
Around 3 million active
iOS users in Brazil
Around 11 million active
Android users in Brazil
The eBookstore Ranking
eBookstore ranking in Dec ‘12
eBookstore ranking in Mar ‘12
1. Apple
1. Apple
2. Google
3. Saraiva
4. Amazon
5. Kobo / Cultura
2. Amazon
3. Google
4. Saraiva
5. Kobo / Cultura
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre
A Good Public Example
CAPES, the governmental agency responsible for
developing research and post-graduate education in
Brazil, spends around US$ 66 million per year on
journals and e-books to fill its Portal de Periódicos.
They offer over 33,000 scientific journals and
150,000 eBooks to 300 universities in Brazil.
Digital Minds Conference 2013
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A Good Private Example
MINHA BIBLIOTECA is a consortium of four large
high education textbook publishers in Brazil to
offer Brazilian universities a full library to be
accessible by their students.
• Operational in Jan ’12
• Offers 3,500 titles (a 200% growth in 2012)
• Has 26 universities (mostly private) as users
• Offers eBooks through both cloud licensing
and traditional sales models
• Uses Ingram’s VitalSource
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The Challenges
Legal: Is the agency model legal in Brazil?
Tax-related: Are eBooks tax-free in Brazil
Production: The Brazilian eBook catalogue is below 20,000 titles
Distribution: Digital aggregation and distribuition still limited in the country
Device prices: A WiFi Paperwhite for US$ 240? The cheapest iPad4 for US$ 1,050?
Digital Minds Conference 2013
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What?!?!? You don’t subscribe to
PublishNews Brazil yet?
It is free!
www.publishnewsbrazil.com
Carlo Carrenho
Publishing Consultant| Trade Journalist
carrenho@gmail.com
@carrenho
Digital Minds Conference 2013
14th April 2013, QEII Conference Centre