Implementing the Role of Banking and Fintech as Core Businesses and Auxiliary Services in Russian B2C EcoSystems and Companies Using Ecosystem Approaches to Customer Development

Student: Lustach Ekaterina

Educational Programme: Strategic Management and Consulting (Master)

Year of Graduation: 2024

The thesis analyzes the concepts of classical banking, fintech and digital ecosystem. The paper considers the role and peculiarities of the realization of digital experience in the consumption of financial services and the integration of fintech mechanics in the interfaces of companies that make up the landscape of digital consumption in the Russian Federation: banks, digital ecosystems and companies that do not develop ecosystems, but offer customers a competitive digital experience in various consumption scenarios. A typology of digital ecosystems is presented. Trends in the realization of financial services in the digital interfaces of different types of companies were identified. Based on the trends, scenarios for the future existence of financial retail services in digital form were constructed

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