Digital ecosystems as a tool for controlling consumer behavior

Abstract

The work considers the concept of the ecosystem from the point of view of business processes and aggregation of digital resources. It defines the ecosystem characteristics which distinguish it from other models of management, indicating its advantages over them. The specifics of the Russian digital market is noted, the features of the approaches of the main players to forming the ecosystems and ways of cooperating with the consumer are analyzed. A concept of the ecosystem competition is indicated. The authors propose the forecast for the development of the ecosystems of the Russian market in the foreseeable future indicating possible prospects. The study is based as on the foreign statistics, studies of international institutions and the data of Russian business aggregators, annual reports of chapters of companies, their positions stated in official press releases. The ecosystem is considered both from the point of view of a business and a person. There is also a consideration of innovations in interfacing the Internet of Things (IoT), financial-technical and mobile communications. For the first time, the article introduces the concept of “consumer capital”, as well as the management and social risks in the acceleration of such business models.