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Spain's Digital Market
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Spain's Digital Market



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  • 1. Digital Publishing in Spain
    TOC Frankfurt
    October 5, 2010
  • 2. Markettrends and developmentsAug YTD (print)
    Source: Bookscan, Jan-Aug 2010
  • 3. A Snapshot of Spain’s Ebook Market
    • Sony, Kindle, iPhone and the Spanish brand Papyre, are the most popular device brands.
    • 4. However, Kindle barely offers content in Spanish.
    • 5. Sony will launch officially in October 2010 with the Reader Pocket Edition™ and the Reader TouchEdition™ (200-250€)
    - PCs are also popular, with a 46% share.
    iPhone/ BBerry
    - An estimated 70-80,000 dedicated reading devices circulate in Spain.
    • Multipurpose devices: 1.5 millioniPhones + iPodTouch, 30,000iPads, plus a huge pool of smartphones.
    Dedicated vs. Multipurpose:
    The Spanish consumer:
    • Willing to pay an average of 80€ for a dedicated device.
    • 6. Expecting significant price discounts from print edition.
    • 7. Piracy and free content are widely accepted notions.
    Sources: The Cocktail Analysis; Federación de Gremios de Editores de España
  • 8. Reading Habits: theEbookConsumer
    PCs ……………………………….46.1%
    Smartphones, etc. ………..6.7%
    E-inkdevices …………………1.1%
    0.8% readbooks in e-inkdevices
    SOURCE: “Hábitos de Lectura y Compra de Libros 2010”, Federación de Gremios de Editores de España
  • 9. Business Model
    • Spain has a fixed price market so AGENCY MODEL applies.
    • 10. 20-35% price discount over print is the trend.
    • 11. Currently 18% VAT for ebooks vs. 4% VAT for print; an obstacle for reducing prices.
    • A combination of traditional book retailers, such as Casa del Libro, FNAC and El Corte Inglés, and new online-only players such as Leqtor.com and todoebook.com.
    • 12. New players:
    • 13. Movistar, Spain’s largest mobile operator, will soon launch an online ebook store.
    • 14. International players: Apple, Barnes & Noble, Amazon, Google and others are looking for digital content in Spanish.
  • Distribution
    Up to seven digital content platforms operating to date:
    Ebook download with Adobe DRM.
    Some platforms are beginning to develop apps to make ebooks available in Android and Apple devices.
    With Libranda distributing most larger publishing groups, other platforms are beginning to specialize in retail, digital services like POD or the Latin American market.
  • 15. Random House Mondadori, Planeta, Santillana, Roca, Edicions 62, SM and WoltersKluwer, have joined forces to set up ebook distributor LIBRANDA. The newly launched company does not sell directly to consumers, and has invited other publishers to participate as distribution clients. LIBRANDA offers: e-delivery to online retailers and mobile devices, browse-inside widget services, digital conversion services, content management for publishers, online access to sales statistics, and Adobe DRM.
    LIBRANDA’s full launch:
    - 18 more retailers
    - 16 publishing groups (92 imprints)
    - 1.500 titles
    July 15, 2010
    Sept.-Oct. 2010
    Christmas 2010
    Fall/Winter 2010
    Possible rollover to selected Latin American countries
    LIBRANDA launches in beta:
    4.000 Spanish-languagetitlesby Christmas 2010.
    RHM distributes to U.S. retailers through LIBRANDA
  • 19. Sales
    Top 5 reflects top five for print.
  • 20. Opportunities: Case study Random House Mondadori
    New devices and platforms offer great potential for growth and innovation in electronic content.
    New business models
    • new monetization models
    New content formats and platforms
    Apps & Mobile
    Text based ebooks: maximize availability
    Enriched Ebook
    Web verticals
    E-only content
    Complex ebooks
  • 29. Books Across Platforms and Devices
    Standard APPsfornovels and APPsbeyondthebook
    APPsforourbest-sellingauthors: Julia Navarro’sDime quién soy, Ildefonso Falcones’ La mano de Fátima and Ken Follett’sLa caída de los gigantes.
    Currently working on APPs for the iPhone/iPad based books, but not with the content of the books themselves.
    Partnershipstomakeebooksavailable in alldevicespossible
    Pilot program in partnership with Mobcast to reach VODAFONE 360 customers in Spain.
    • All payments will be done on-bill. 
    • 30. All phones will be supported (JAVA/Android and JIL) from day one.
    • 31. iPhone & iPad planned for November.
  • Opportunities: Case study Random House Mondadori
    New devices and platforms offer great potential for growth and innovation in electronic content.
    New business models
    • no content length restrictions
    • 32. new monetization models
    New content formats
    • Added content
    • 33. Additional functionalities
    Text based ebooks: maximize availability
    Enriched Ebook
    Web verticals
    E-only content
    Complex ebooks
  • 42. www.megustaescribir.com
    Megustaescribir.com is a social network + blogging platform that allows writers to:
    • open a blog
    • 43. make friends and interest groups
    • 44. upload their written work to be read,commented, and ranked by others
    • 45. comment and rank others’ work
    • 46. have their work read and possibly published by Random House Mondadori
    Digital opportunities: print-on-demand, self-publishing, e-publishing, etc.
  • 47. Challenges
    Global Market
    • Pricingby country orregion
    • 48. How do you divide profitsbetweenterritories?
    • 49. Pub. dates: Willpublishing dates becoordinatedthroughoutSpanish-speakingterritories?
    • Lack of devices and content
    • 50. Highpricingfordevices and ebooks
    • 51. Lack of promotionbyretailers and publishers
    • 52. E-commercetrends in Spain have not matched figures in other European countries
    • 53. Lack of new businessmodels: subscription, lending, etc.
    • 54. High VAT forebooks
    The Spanish association of book publishers estimates that book piracy already costs Spanish publishers 150 million €uros a year.
    Currently no jointeffortbypublishersoradministrationtocombatpiracy.
    • Some major authors still not in digital (e.g. García Márquez, Isabel Allende, etc.).
    • 55. Will digital rightscontinuetobedividedbyterritories?
    Twitter: @carmenospina