ФОРМУВАННЯ КОНКУРЕНТНИХ СТРАТЕГІЙ НА РИНКУ ЕЛЕКТРОННИХ ПЛАТІЖНИХ СИСТЕМ: КЕЙС ДЛЯ УКРАЇНИ

Abstract

Background. Electronic payment systems are becoming an important component of the country's economic development, which leads to increased competition for consumers among companies that offer financial services. The purpose of the study is to analyze and develop recommendations for the formation of competitive strategies by financial companies in the market of electronic payment systems. The object of the research is the processes of development and competition in the EPS market, the subject of the study is a set of theoretical and methodological principles and applied tools for the formation of competitive strategies in the EPS market in Ukraine. Methods. In accordance with the purpose of the research, using methods of analysis and synthesis, as well as the methodology of SMART and SPACE analysis for setting goals and forming a strategy, a study of the state of the EPS market in Ukraine was conducted, and key vectors of future development were outlined using the example of EPS NovaPay, and a successful strategy of the neo-bank Revolut was analyzed and recommendations were formulated to ensure competitive strategies of Ukrainian solutions on the EPS market. Results. The important place of non-bank payment systems at the current stage of market development is shown. Using SMART- and SPACE-analysis approaches, the article presents a description of the goal-setting process for EPS, provides examples of goal-setting that meet the 5 criteria of such an approach, and also presents an analysis of strategies for Ukrainian and international EPS. The results of the study outline the main directions of the development of EPS on the Ukrainian and international market using the example of the Ukrainian EPS NovaPay, and also present recommendations for Ukrainian EPS solutions, focusing on the strategy of neobanks, in particular Revolut. Conclusions. A mechanism for forming and ensuring competitive strategies for EPS is proposed. The theoretical and practical value of the study lies in the contribution to the mechanisms of forming effective strategies for achieving and consolidating strong positions of EPS in the market.