TO THE QUESTION OF DETERMINING INDICATORS OF DEVELOPMENT BUSINESS ECOSYSTEMS BASED ON DIGITAL PLATFORMS

Abstract

The purpose of this study is to identify and systematize indicators of the development of digital platform ecosystems. To achieve the goal, the following research tasks identified to highlight the features of ecosystems based on digital platforms that affect development indicators; systematize development indicators that are important for the objects of research; to compare the economic indicators of ecosystem development with market expectations. The objects of this study were the largest Russian digital platforms that form ecosystems in the B2C and B2B segments - Sber, Yandex, Mail.Ru Group, MTS and TCS Group (Tinkoff). The analysis of the development indicators of the ecosystems under consideration carried out using open sources: annual and quarterly financial statements of companies in accordance with IFRS and presentation materials for investors posted on official corporate portals. When forming the results, we removed the indicators characterizing individual areas, and not the ecosystem as a whole. Analysis of the literature made it possible to highlight the features of this type of ecosystem that affect the development indicators, these include: zero marginal costs of creating and distributing a digital product, specifics of pricing of platform services, features of creating and extracting the value of an ecosystem. When determining the indicators of ecosystem development, it revealed that all research objects use financial and non-financial indicators. As financial indicators of the development of ecosystem services, all platforms under consideration based on the dynamics of revenue from non-core areas in relative and absolute terms. Common non-financial metrics include customer integration metrics that characterize users' commitment to the ecosystem. It was determined that other non-financial indicators reflect the specifics of the platform's strategy. Analysis of economic indicators of ecosystem development showed that revenue growth accompanied by a steady loss of ecosystem areas in most cases. At the same time, the market favorably perceives large-scale investments in the development of ecosystems.