Innovation Within a Mature Digital Product (Ok.ru Case Study)

This study examines the dynamics of innovation strategies within the context of mature digital platforms, with a specific focus on the Russian social networking site OK.ru. Amidst the evolving digital landscape, mature platforms like OK.ru face the dual challenge of adapting to rapid technological changes while meeting shifting user expectations. The research combines quantitative user surveys and qualitative interviews with product managers to assess the impact of recent innovations on user engagement and platform competitiveness. Findings indicate that strategic innovations, particularly those enhancing user interaction and content delivery, are crucial in sustaining user interest and engagement. The study identifies key areas such as multimedia functionalities and personalized user experiences as significant drivers of perceived innovation. However, it also highlights challenges such as balancing monetization efforts with user experience and addressing the diverse needs of an aging user base. The paper contributes to the literature on digital product management by providing insights into the specific conditions and strategies that influence innovation in mature digital environments. These insights are particularly relevant for platforms operating in highly competitive and rapidly changing markets, offering a valuable reference for both academic research and practical application in the field of business informatics.