Ecosystem as a Platform for the Growth of Russian Companies

The main purpose of this research is to find, identify and quantify the degree of influence of key factors (ecosystem self-sufficiency, the level of integration of services into the ecosystem, customer satisfaction) that affect the effectiveness of the implementation and development of business ecosystems for Russian companies in conditions of limited access to advanced technologies and developed markets. To achieve this goal, within the framework of this study, estimates of the value of ecosystems of two Russian technology companies Yandex and VK were calculated using the method of discounted cash flows through drivers: the number of active customers, the average percentage of customer outflow (churn-rate), the digital sales funnel and the average check/commission. By analyzing the sensitivity of the NPV ecosystem indicator, non–trivial results were obtained. The self-sufficiency of the ecosystem, expressed in the number of business departments, has an uneven but significant effect on NPV: by removing at least one business department, the company's management lead to a negative effect on the value of the business ecosystem. Each service of the ecosystem is a channel for attracting active users for other services and business areas of the company. Having lost one component, the ecosystem loses an additional source of information about an active client, as well as a channel to attract users for other services. The level of integration of services into the ecosystem, expressed in the number of users of a shared subscription, has little effect on the NPV of the ecosystem. Customer satisfaction can have a significant positive effect on the value of the ecosystem, as it allows for the "flow" of active users from one service to another without losing the total number of active non-unique customers. The low level of integration of VK services, expressed in a small amount of inter-segment revenue, combined with a low level of customer satisfaction indicates inefficient use of resources in building an ecosystem. The company actively invests in the creation and purchase of existing technological solutions, but does not use or develop the existing portfolio of the largest assets, and also does not pay due attention to the integration of services, which is one of the reasons for low financial results.