Synergic value effect from subscription to services within the Yandex ecosystem
https://doi.org/10.26425/1816-4277-2022-6-65-73
Abstract
This article examines the creation and development of ecosystems in business in the Russian market. The author analyses the concept of “ecosystem” as it applies to business and describes the main ways in which the first ecosystems to emerge in the Russian market have been formed. The review and analysis of service accession to the Yandex ecosystem is carried out, and brief characteristics of its key services are given. Two main elements of any ecosystem, including Yandex, are highlighted for the user: subscription and a single user identifier (ID). Their impact on consumer behaviour and the synergistic value effect of subscriptions to services within the Yandex ecosystem for its users is described. The most effective way of attracting users to ecosystem loyalty programmes – product delivery – is highlighted and its advantages are shown. The issue of building a new ecosystem in business, comparable in scale to Yandex, is raised, and attract enough users. For this, businesses must develop and offer a unique service to the user or a unique experience different from what is currently available. Recommendations for entrepreneurs and forecasts for the further development of ecosystems in Russia are given.
About the Author
L. G. Akhmaeva
State University of Management
Russian Federation
Russian Federation
Liudmila G. Akhmaeva, Cand. Sci. (Econ.), Senior Lecturer at the Advertising and Public Relations Department
Moscow
References
1. RBC. What are business ecosystems and why are they needed. https://trends.rbc.ru/trends/innovation/6087e5899a7947ed35fdbbf3 / (accessed 03.03.2022).
2. Moore J.F. The Death of competition: Leadership & strategy in the age of business ecosystems. New York: HarperBusiness; 1996. 320 p.
3. Forbes. The 30 most expensive companies on the Runet. Forbes rating. https://www.forbes.ru/biznes-photogallery/421235-30-samyh-dorogih-kompaniy-runeta-reyting-forbes (accessed 03.03.2022).
4. Yandex. All Yandex services. https://yandex.ru/all (accessed 03.03.2022).
5. ICT. “Citymobil” increased its share in the taxi market to 28.7 %. https://ict.moscow/news/sitimobil-uvelichil-svoiu-doliu-na-rynke-taksi-do-28-7/ (accessed 03.03.2022).
6. Kotler F. Marketing insights from A to Z : 80 concepts every manager needs. Trans. from Eng. 10th ed. Moscow: Alpina Publisher; 2021. 211 p . (In Russian).
7. Yandex. Yandex has launched a service for paying for Yandex purchases. Payment. https://yandex.ru/company/press_releases/2021/2021-03-10-2 (accessed 03.03.2022).
8. Tinkoff. Tinkoff and Yandex.Market have launched online lending to customers. https://www.tinkoff.ru/about/news/05082021-tinkoff-and-yandex-market-launched-online-lending-to-customers/ (accessed 03.03.2022).
9. Yandex. Yandex has launched a service for paying for purchases in parts. https://yandex.ru/company/services_news/2021/2021-30-08#:~:text=Интернет%2C%2030%20августа%202021%20года,Сервис%20называется%20Сплит (accessed 03.03.2022).
10. CNBC. Walmart+ is gaining momentum, has 32 million users, according to Deutsche Bank estimates. https://www.cnbc.com/2021/09/14/walmart-hits-32-million-members-deutsche-bank-estimates.html (accessed 03.03.2022).
11. VC. How Russian companies develop ecosystems – 2022. https://vc.ru/u/163530-nikolay-sedashov/349623-kak-rossiyskie-kompanii-razvivayut-ekosistemy-2022 (accessed 03.03.2022).
12. Aleksina S.B., Ivanov G.G., Kryshtalev V.K., Pankina T.V. Methods of stimulating sales in trade. Moscow: Publ. House “FORUM”; INFRA-M; 2021. 304 p.
13. VC.RU. «Кинопоиск HD» на 1 млн за два месяца – до 4 млн. https://vc.ru/media/239914-yandeks-otchitalsya-o-roste-chislasmotryashchih-podpischikov-kinopoisk-hd-na-1-mln-za-dva-mesyaca-do-4-mln (accessed 03.03.2022).
14. VC.RU. «Кинопоиск HD» на 1 млн за два месяца – до 4 млн. https://vc.ru/media/239914-yandeks-otchitalsya-o-roste-chislasmotryashchih-podpischikov-kinopoisk-hd-na-1-mln-za-dva-mesyaca-do-4-mln (accessed 03.03.2022).
15. Nordfält J. In-store marketing. On sector knowledge and research in retailing. Transl. from Eng. M.: Alpina Publisher; 2019. 490 p.
16. VC.RU. How Russian companies value the ecosystem and what to expect. https://vc.ru/u/163530-nikolay-sedashov/105427-kak-rossiyskie-kompanii-stroyat-ekosistemy-chto-proishodit-i-chego-ozhidat (accessed 03.03.2022).
17. Kotler F., Kartajaya H., Setiavan A. Marketing 4.0: Moving from traditional to digital hardcover. Transl. from Eng. M.: Eksmo; 2019; 316 p . (In Russian).
18. Kozhushko O.A., Churkin I., Ageev A. et al. Internet Marketing and Digital Strategies. Principles of effective use. Novosibirsk: RITS NGU; 2019. 241 p. (In Russian).
19. HBR. Effective communications. Series “Harvard Business Review: 10 best articles”. Trans. from Eng. M.: Alpina Publisher; 2020. 200 p. (In Russian).
20. VC.RU. Infoline: five players account for more than 55 % of the Russian online product sales market. https://vc.ru/trade/209423-infoline-bolee-55-rossiyskogo-rynka-onlayn-prodazh-produktov-prihoditsya-na-pyat-igrokov (accessed 03.03.2022).
21. Banki.Ru. Goldman Sachs estimated the Sber ecosystem at 1.13 trillion rubles. https://www.banki.ru/news/lenta/?id=10951330 (accessed 03.03.2022).
22. Mobile-Review. Russian ecosystems’ war. Yandex vs. Sberbank plus others. https://mobile-review.com/all/articles/analytics/vojnarossijskih-ekosistem-yandeks-protiv-sbera-plyus-drugie/ (accessed 03.03.2022).
Review
For citations:
Akhmaeva L.G. Synergic value effect from subscription to services within the Yandex ecosystem. Vestnik Universiteta. 2022;(6):65-73. (In Russ.) https://doi.org/10.26425/1816-4277-2022-6-65-73
Views:
442
Email this article 