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Oportunidades De Distribución Digital Internacional Para El Sector Editorial

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Oportunidades De Distribución Digital Internacional Para El Sector Editorial Oportunidades de Distribución Digital Internacional para el Sector Editorial INFO_DISTR Madrid, febrero de 2012 DIGITAL_I1tunidades de Distribución Digital Internacional para el Sector Editorial ÍNDICE DEL INFORME 1. Destacados ......................................................................... 4 2. Objetivos del informe ......................................................... 7 3. Radiografía del sector editorial en el mundo. ...................... 8 3.1 Nuevos actores en el sector editorial digital ........................................................... 13 4. La oferta en el sector editorial: oportunidades de comercialización digital internacional. .................................... 21 4.1 Requerimientos para la comercialización. Casuística de los derechos digitales .... 23 4.2 Tiendas digitales. Análisis de las plataformas existentes ........................................ 28 4.2.1 Tiendas online de libros electrónicos ....................................................... 30 4.2.2 Nuevos modelos de negocio para la adquisición de ebooks.................... 49 4.2.3 La adaptación del mercado español a las plataformas de venta online del libro electrónico. ..................................................................................................... 54 4.2.4 Librerías con tienda física y venta online de ebooks ................................ 56 4.2.5 Herramientas de autoedición en Internet ................................................ 60 4.3 Nuevas técnicas de marketing y posicionamiento en los mercados editoriales digitales ........................................................................................................................... 62 4.3.1 Estrategias de posicionamiento SEO y SEM. ............................................ 63 4.3.2 Funcionamiento de los motores de búsqueda. ........................................ 65 4.3.3 Pautas de marketing viral. ........................................................................ 66 4.3.4 Otras herramientas de promoción en el entorno digital. ........................ 66 4.4 Dispositivos y formatos: eReaders y tabletas multifunción .................................... 69 4.4.1 Dispositivos. .............................................................................................. 69 4.4.2 Características y funcionalidades de los formatos digitales. ................... 72 4.4.3 Funcionamiento del sistema DRM. .......................................................... 73 5. Tendencias de consumo de contenidos editoriales. ........... 75 6. Producción de contenidos. ............................................... 81 7. Recomendaciones ............................................................ 84 3 1. Destacados Las barreras geográficas en la red desaparecen y el lector se aproxima a cualquier catálogo digital disponible en las tiendas online del mundo. Ante este escenario, las editoriales y autores ante las posibilidades que ofrece la edición digital, encuentran en la internacionalización de sus catálogos nuevas fuentes de ingresos que no deberán desaprovechar. La distribución de un título a nivel internacional dependerá necesariamente de cómo hayan sido gestionados los derechos digitales de la obra en cada territorio y en los acuerdos comerciales con las plataformas de venta online de libros en los distintos países. El proceso tradicional de distribución de un contenido en papel se ve alterado con la llegada del libro electrónico. Nuevos agentes pasan a formar parte de la cadena de valor: empresas de perfil tecnológico para asegurar la digitalización y compatibilidad de los formatos electrónicos en los dispositivos electrónicos, las plataformas de gestión y comercialización de los catálogos en las tiendas de venta mundiales, los portales de venta online y de contenido editorial en formato electrónico exclusivamente y los fabricantes de soportes de lectura digital como teléfonos inteligentes (smartphones), tabletas (tablets) y lectores electrónicos (eReaders). En el nuevo escenario de edición digital surgen alianzas empresariales para dar un servicio completo al usuario. Las plataformas de venta online de libros digitales se asocian a dispositivos de lectura desde donde ubican enlaces directos a los catálogos de la tienda y permiten la descarga directa del archivo electrónico como el portal de venta online Amazon y su dispositivo Kindle, la plataforma Kobo y su dispositivo Kobo, la librería Barnes & Noble y Nook o la tienda de libros española La Casa del Libro y su lector Tagus. Los lectores acuden a los principales portales online de distintas partes del mundo para acceder a los contenidos en diversos idiomas. Amazon Kindle ebooks ocupa el liderazgo en Estados Unidos seguido de Barnes & Noble Nook, iBoosStore de Apple y Google ebookStore1. Las plataformas llevan a cabo una política de expansión mundial y utilizan el Reino Unido como puerta de entrada a Europa. Cada país oferta sus portales online en coexistencia con 1 The Global ebook Market. 2011. Current Conditions & Future Projections. By Rüdiger Wischenbart. 4 los ya mencionados: La Casa del Libro, FNAC y El Corte Inglés en España, Thalia y Neo en Alemania, Bol en Países Bajos, WH Smith en Reino Unido, FNAC y Decitre en Francia, Skoob en China, ebooks en Australia o Kalahari en Sudáfrica. Los editories españoles pueden establecer alianzas estratégicas con las plataformas digitales de América del Sur con mayor facilidad debido a la proximidad de culturas, idioma y el importante volumen de catálogo disponible en español: Paidós en Argentina, Gandhi y Biblits en México, Sophos en Guatemala, Librería de la U en Colombia, o Saraiva, LivrariaCultura y Gato Sabido en Brasil, son portales de referencia para aquellos interesados en ubicar los contenidos electrónicos en dichos territorios. Tanto editoriales como distribuidoras deberán encontrar puntos en común para establecer acuerdos que favorezcan la exportación de contenidos editoriales en formato digital. El modelo de distribución de una obra editorial se simplifica tanto para autores independientes como para editores. En general el libro deberá estar disponible en formato ePub o PDF para poder cargarlo en el sistema propio de las plataformas de venta. Para ello las editoriales o bien externalizan el servicio o bien incluyen en su estructura empresarial este departamento. Cada plataforma de venta online detalla los requisitos del formato del libro y la compatibilidad con los soportes de lectura final. Además cada título llevará asociado una detallada ficha electrónica de datos (ficha de metadatos) que posibilitará a la tienda online embeber los datos de la obra y mostrarla en los resultados de búsqueda de la tienda. Por otro lado, cada plataforma de venta online tendrá su propio sistema de remuneración por la venta de contenido y su propia aplicación de lectura para los distintos sistemas operativos y dispositivos. El mercado se encamina hacia la oferta de un gran volumen de títulos en los catálogos de las tiendas online. La especialización de las librerías tradicionales deja paso, en el entorno digital, a las tiendas online generalistas que cuentan con índices de categorías, subcategorías y buscadores por temáticas, edades, precio o recomendaciones. Los autores y editores encuentran vías alternativas de divulgación de sus títulos en la red de forma independiente, a través de acuerdos de comercialización y carga de archivos en cada portal o bien a partir de plataformas de gestión y comercialización integral como Libranda en España, Libreka en Alemania y Edigita en Italia. Oportunidades de Distribución Digital Internacional para el Sector Editorial. Febrero de 2012. 5 Los agentes encargados de la comercialización de los contenidos editoriales se encuentran ante distintos modelos de acuerdos económicos. Según el modelo resailer (Amazon) la plataforma compra el contenido editorial electrónico por un precio y es libre de ofertarlo al precio que desee, incluso por debajo de su coste. Otras plataformas ofrecen el modelo de agencia (Apple) donde el portal de Internet es intermediario en el proceso de venta y obtiene un porcentaje de comisión por cada título vendido. Un libro electrónico tiene un registro ISBN diferente al libro impreso y generalmente existe una diferencia de precio de entre el 30% y el 50% del libro en formato digital sobre el precio del libro impreso. Hay que tener en cuenta la ley aplicable en cada territorio y las restricciones de la Ley del Precio Fijo. En España no se permite vender el libro electrónico por debajo del 5% de descuento con respecto al precio oficial de venta con el que el título sale a la venta. Además, las políticas fiscales de cada territorio son diferentes. Excepto países como Japón y Corea, los países no ofrecen una reducción fiscal para las publicaciones electrónicas y no igualan el libro impreso al electrónico. En la exportación del libro electrónico queda excluida la regulación del precio fijo vigente en España. El sector editorial lanza nuevos formatos de consumo digital a través de contenidos editoriales enriquecidos relacionados con la trama de la obra en un ecosistema multimedia virtual con video, audio, fotografías, enlaces directos, conexión a redes sociales, personalización e interactividad. 6 2. Objetivos del informe Este informe plantea como objetivos identificar las principales tiendas online de libros electrónicos en el mundo para mostrar las posibilidades de internacionalización de las editoriales españolas. En segundo lugar ofrecer una visión panorámica del mercado global,
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