Prospecção tecnológica do mercado editorial: um caminho para as editoras universitárias do Nordeste

Abstract

Since the 90s of the 20th century, there has been a process of disruption in the cultural market, due to accentuated technological transformations. The physical media have gone digital; the phonographic industry - which suffered in the transition - now appropriates the streaming audio and video model; the same has occurred with the audiovisual industry. In the book publishing and distribution industry, the processes have undergone transformations since the beginning of the 21st century, when reading gadgets, reading applications, smartphones, and tablets became appropriate tools for the consumption of academic or entertainment information. In this scenario, part of the University Publishers remained in a process of observation, but changes in consumer relations, such as those arising in the period of the Covid-19 pandemic, encouraged an increase in the speed of digital releases and altered the forms of relationship between the consumer and the publishers. Investigating the difficulties encountered by University Presses in the Northeast in keeping up with the evolution of technologies used in the publishing market, the present work seeks to elaborate a technological prospection to identify trends and current technologies to analyze the feasibility of developing an app. To this end, a technological roadmap was prepared, considering the time interval from 2007 to 2022, in addition to a SWOT and Canvas Matrix, in order to understand the business model suitable for Northeastern University Publishing Houses to implement an app and identify the strengths and weaknesses, opportunities and threats. The results of the search for Technological Information between 2007 and 2022, in the publishing market, point to the development, in recent years, of platforms for e-book sales services and the construction of virtual libraries and bookshelves, which makes opportune the idea of an electronic platform by app to meet the demands of University Publishers in providing new interaction and consumption technologies for users increasingly accustomed to the digitalization of services. The SWOT Matrix and the Canvas analysis suggest the viability of the development of the app, by identifying the synergy between the University Presses of the Northeast in innovating, having as a differential the credibility of their publishing labels, and filling gaps left by other applications in the segment.