Abstract
Russia’s joining the international information space and increasing competition with foreign communication providers significantly challenges the competitiveness of domestic operators in the market of information-communication services. The authors consider the convergence process in the field of information-communication services in terms of its place and role information and development of the innovative forms of information and communication services, which is characterized as a process of convergence and interpenetration of diverse information and communication technologies that could lead to a qualitatively new technological solutions able to satisfy the demand of today’s rapidly changing information environment. The researcher critically analyzes the traditional cycle of the mechanism of creating and implementing information and communication services, justifies the principles and prerequisites for convergence processes in the field of information and communication services, as well as their diffusion into other horizontal and vertical branches of economic activity. This article is intended for the students studying the methods of marketing research in service industries, the teachers of the “Marketing” disciplines as well as marketing managers and managers for communications providers who develop their companies’ growth strategies.
Highlights
1.1 The Urgency of the ProblemThe democratic processes in Russia’s public life and national economy have given momentum to activate the processes of de-monopolization of the telecommunications industry and develop the information and communication services market which has brought to the emergence of competition that subsequently resulted in structuring the market itself
The researcher critically analyzes the traditional cycle of the mechanism of creating and implementing information and communication services, justifies the principles and prerequisites for convergence processes in the field of information and communication services, as well as their diffusion into other horizontal and vertical branches of economic activity
The convergence mechanism and its role in the process of formation and development of innovative information and communication services is assessed by experts as the dominant potential of all innovative development of this sector
Summary
The democratic processes in Russia’s public life and national economy have given momentum to activate the processes of de-monopolization of the telecommunications industry and develop the information and communication services market which has brought to the emergence of competition that subsequently resulted in structuring the market itself. As a result the increasing requirements for the quality of information and communication services while maintaining competitive prices determine the urgent need to intensify the innovative development, implement ambitious and long-term innovative projects (Varakin, 2006) In this regard, the problem of reasonable and qualitative evaluation of the effectiveness of the commercialization stage of the innovative projects in the information and communication services market is of particular importance both for the companies and consumers of these services, that manifests itself in maintaining a competitive level of availability of these services for population, the shortest payback period of the innovative projects and providing the shareholders with the necessary return on investment (Bershov, 2009). All this has determined the urgency of the research topic, its theoretical proposition and practical significance
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