Оценка перспектив внедрения современных международных продуктов и технологий в банковской сфере( на примере ПАО Сбербанк России)
Аннотация
Relevance of the research topic. The influence of the banking sector on the global economy and the economic development of an individual state is increasing every year. At the same time, the processes of financial globalization contribute to the formation of international banking trends and trends in the creation of new products and the development of financial technologies, which leads to a close intertwining and mutual exchange of innovations, tools and processes. In turn, the effectiveness of the implementation of the international experience of banking products is a factor in the successful development of any modern bank. In this regard, the analysis and study of the world experience in the introduction of banking technologies and innovations is the first aspect of the relevance of the chosen research topic.
The development of the Russian banking sector is taking place in conditions of increased competition and crisis phenomena in the global financial markets. Continuous improvement and optimization of existing processes is an important factor in the successful development of banking activities. The need to introduce new products and technologies into banking activities is due to competition and anti-crisis measures in order to maintain stability and ensure the effectiveness of their functioning. In conditions of a high level of competition, large banks are looking for new options to increase potential consumers, reduce operating costs and improve operational efficiency. One of the main trends is the introduction of information technologies in the banking sector, automation of activities, the creation of new products and the use of tools that allow the bank to interact with customers and partners as efficiently as possible. At the same time, the search for new economic instruments, the introduction of modern products and technologies in banking are accompanied by a number of difficulties, since unbalanced innovation can lead to economic and systemic risks. In this regard, it also seems relevant to assess the prospects for the introduction of modern international products and technologies in the banking sector. The study was conducted on the basis of the activities of Sberbank of Russia as one of the largest banks in Russia.
The purpose of the study is to study the theoretical and practical aspects of the application of international banking products and technologies and to assess the prospects for the introduction of their modern analogues in the activities of the bank of Sberbank of Russia. In the course of the study, the following tasks were solved:
– the concept and classification of banking products and technologies were revealed;
– the process of management and development of banking products and technologies in Russia is evaluated;
– the world and Russian experience of using modern banking products and technologies has been studied;
– the characteristics of Sberbank of Russia have been made;
– the analysis of the structure of the products of Sberbank of Russia was carried out;
– the structure of technologies of Sberbank of Russia is analyzed;
– analyze the policy of Sberbank of Russia in the field of ESG and sustainable development;
– promising directions of introduction and application of modern banking products and technologies and their international analogues within the framework of the studied organization are formed.
The object of the study was chosen "Sberbank of Russia". Public Joint Stock Company "Sberbank of Russia" ("Sberbank") The subject of the study was the prospects for the introduction of modern international products and technologies into the activities of Sberbank of Russia.
The methodological tools of this work included analysis and synthesis, the method of analogy, structural analysis, SWOT analysis, expert assessment, socio-economic comparison, monitoring, forecasting. The application of these methods provided a systematic approach to the problem under study, and allows us to quantify the financial position of Sberbank of Russia, analyze the structure of products and technologies of Sberbank of Russia, evaluate the world experience in the use of modern banking products and technologies.
The practical significance of the study is connected with its applied nature, that is, with the possibility of using the developed recommendations for the introduction of modern international banking products and technologies within the framework of the studied enterprise of Sberbank of Russia.
The information and empirical base of the research is normative legal acts (Federal Law No. 395 - 1 "On Banks and Banking Activities"; Federal Law No. 86 "On the Central Bank of the Russian Federation (Bank of Russia)"), analytical materials, statistical data of the enterprise, monographs, textbooks, manuals, scientific articles of domestic (V.A. Gamza, I.I. Vasiliev, V.V. Maltseva) and foreign authors (K. Ris, K. Necmi, Y. Lin), conclusions of experts in the banking sector, data from reports of PJSC Sberbank of Russia, as well as the results of their own research. The study used data on investments and finances of the Open Journal.
According to the results of the study, the following results were obtained. In the theoretical part of the study, the following is defined. Modern global banking trends are more characterized by technological innovations and the desire for a greater degree of customer orientation, that is, the formation of close and long-term relationships with its main consumer audience. Russian banks, in turn, also strive to comply with these trends and successfully introduce certain global banking products and technologies into their activities, including big data, artificial intelligence, robotics and robotics, etc. At the same time, it should be borne in mind that the introduction of banking innovations is a dynamic process that is continuously developing in accordance with the trends taking place on world markets and in the economic environment.
Currently, digitalization, robotization, artificial intelligence and software technologies are the main directions in the framework of innovatization of banking products and technologies. At the same time, it should be borne in mind that more attention is paid to the development of banking technologies than products, i.e. at the current time, the activities of banks in the world are aimed at simplifying work through innovative technologies, and not at expanding the range of banking products. In turn, modern banking products and technologies are largely aimed at simplifying work, creating uniform standards and reporting forms, forming effective electronic document management, which makes the bank more reliable in the eyes of consumers.
The practical part of the study was conducted on the example of the analysis of the activities of Sberbank. Sberbank is the largest universal financial conglomerate in the country and the eighth largest bank in the world by assets. In 2021, the bank had: 54 million monthly active Internet banking users, 47 million customers in the bank's offices, more than 40 services. This determines its great opportunities for the introduction of modern technologies and products, which are represented by two main groups - banking and non-banking. Sberbank actively implements foreign innovative technologies and products, but also creates its own on the basis of 10 innovative laboratories, each of which develops technologies within its activities: cybersecurity, artificial intelligence, cloud technologies, Internet banking, etc. At the same time, within the framework of financial technologies, biometric identification of the user by face, the provision of online services and the issuance of digital cards, voice assistants and assistants, as well as cashless payment technologies have been most developed in recent years.
It is noted that in the conditions of unstable political and economic situation in 2022, imposed sanctions, analysts predict a significant reduction in the profitability of Sberbank shares. In addition, the bank's offline terminals work only with Android smartphones, and the Sber Pay system is available on a limited number of platforms and devices. Sberbank's private banking technology for servicing clients with deposits of more than $1 million of available funds is developing as a conservative service. However, the global trend is the formation of lifestyle products for this group of customers who, in addition to banking products, provide near-banking services. The growth of competition in the banking services market due to the unstable economic situation leads to the need to form even more individualized products for customers, the number of which is currently insufficient in the practice of Sberbank. These problems define a threat to the sustainable development of Sberbank.
To solve the identified problems, the following promising directions have been developed for the introduction and application of modern banking products and technologies and their international analogues within the framework of the organization under study. From the point of view of the introduction of possible promising technologies and products, it should be borne in mind that, based on their existing economic and political conditions, as well as global trends in the development of financial products and technologies, today one of the main tasks of Sberbank within the framework of financial products and technologies is to provide its customers with all the necessary and affordable range of services taking into account the unstable political environment and the introduction of new sanctions, including those affecting the financial banking sector. Therefore, it seems relevant to introduce and develop such promising products and technologies as improving the work of Sber Pay in terms of the possibility of using smartphones based on other operating systems and gradually expanding the use of technology in online purchases. Also, the use of big data analysis technologies to create and implement a personalized product is becoming increasingly relevant in world and Russian practice. In addition, we note the creation of a line of b2b products, which are concluded in partnership with other large companies for the exchange of data sets, client analytics and services, as well as the modernization of products in the direction of private banking through digitalization technologies.
According to the author of this study, the implementation of these recommendations will improve the quality of products and technologies offered by Sberbank, thereby ensuring the bank's sustainable development in an unstable external environment.
The development of the Russian banking sector is taking place in conditions of increased competition and crisis phenomena in the global financial markets. Continuous improvement and optimization of existing processes is an important factor in the successful development of banking activities. The need to introduce new products and technologies into banking activities is due to competition and anti-crisis measures in order to maintain stability and ensure the effectiveness of their functioning. In conditions of a high level of competition, large banks are looking for new options to increase potential consumers, reduce operating costs and improve operational efficiency. One of the main trends is the introduction of information technologies in the banking sector, automation of activities, the creation of new products and the use of tools that allow the bank to interact with customers and partners as efficiently as possible. At the same time, the search for new economic instruments, the introduction of modern products and technologies in banking are accompanied by a number of difficulties, since unbalanced innovation can lead to economic and systemic risks. In this regard, it also seems relevant to assess the prospects for the introduction of modern international products and technologies in the banking sector. The study was conducted on the basis of the activities of Sberbank of Russia as one of the largest banks in Russia.
The purpose of the study is to study the theoretical and practical aspects of the application of international banking products and technologies and to assess the prospects for the introduction of their modern analogues in the activities of the bank of Sberbank of Russia. In the course of the study, the following tasks were solved:
– the concept and classification of banking products and technologies were revealed;
– the process of management and development of banking products and technologies in Russia is evaluated;
– the world and Russian experience of using modern banking products and technologies has been studied;
– the characteristics of Sberbank of Russia have been made;
– the analysis of the structure of the products of Sberbank of Russia was carried out;
– the structure of technologies of Sberbank of Russia is analyzed;
– analyze the policy of Sberbank of Russia in the field of ESG and sustainable development;
– promising directions of introduction and application of modern banking products and technologies and their international analogues within the framework of the studied organization are formed.
The object of the study was chosen "Sberbank of Russia". Public Joint Stock Company "Sberbank of Russia" ("Sberbank") The subject of the study was the prospects for the introduction of modern international products and technologies into the activities of Sberbank of Russia.
The methodological tools of this work included analysis and synthesis, the method of analogy, structural analysis, SWOT analysis, expert assessment, socio-economic comparison, monitoring, forecasting. The application of these methods provided a systematic approach to the problem under study, and allows us to quantify the financial position of Sberbank of Russia, analyze the structure of products and technologies of Sberbank of Russia, evaluate the world experience in the use of modern banking products and technologies.
The practical significance of the study is connected with its applied nature, that is, with the possibility of using the developed recommendations for the introduction of modern international banking products and technologies within the framework of the studied enterprise of Sberbank of Russia.
The information and empirical base of the research is normative legal acts (Federal Law No. 395 - 1 "On Banks and Banking Activities"; Federal Law No. 86 "On the Central Bank of the Russian Federation (Bank of Russia)"), analytical materials, statistical data of the enterprise, monographs, textbooks, manuals, scientific articles of domestic (V.A. Gamza, I.I. Vasiliev, V.V. Maltseva) and foreign authors (K. Ris, K. Necmi, Y. Lin), conclusions of experts in the banking sector, data from reports of PJSC Sberbank of Russia, as well as the results of their own research. The study used data on investments and finances of the Open Journal.
According to the results of the study, the following results were obtained. In the theoretical part of the study, the following is defined. Modern global banking trends are more characterized by technological innovations and the desire for a greater degree of customer orientation, that is, the formation of close and long-term relationships with its main consumer audience. Russian banks, in turn, also strive to comply with these trends and successfully introduce certain global banking products and technologies into their activities, including big data, artificial intelligence, robotics and robotics, etc. At the same time, it should be borne in mind that the introduction of banking innovations is a dynamic process that is continuously developing in accordance with the trends taking place on world markets and in the economic environment.
Currently, digitalization, robotization, artificial intelligence and software technologies are the main directions in the framework of innovatization of banking products and technologies. At the same time, it should be borne in mind that more attention is paid to the development of banking technologies than products, i.e. at the current time, the activities of banks in the world are aimed at simplifying work through innovative technologies, and not at expanding the range of banking products. In turn, modern banking products and technologies are largely aimed at simplifying work, creating uniform standards and reporting forms, forming effective electronic document management, which makes the bank more reliable in the eyes of consumers.
The practical part of the study was conducted on the example of the analysis of the activities of Sberbank. Sberbank is the largest universal financial conglomerate in the country and the eighth largest bank in the world by assets. In 2021, the bank had: 54 million monthly active Internet banking users, 47 million customers in the bank's offices, more than 40 services. This determines its great opportunities for the introduction of modern technologies and products, which are represented by two main groups - banking and non-banking. Sberbank actively implements foreign innovative technologies and products, but also creates its own on the basis of 10 innovative laboratories, each of which develops technologies within its activities: cybersecurity, artificial intelligence, cloud technologies, Internet banking, etc. At the same time, within the framework of financial technologies, biometric identification of the user by face, the provision of online services and the issuance of digital cards, voice assistants and assistants, as well as cashless payment technologies have been most developed in recent years.
It is noted that in the conditions of unstable political and economic situation in 2022, imposed sanctions, analysts predict a significant reduction in the profitability of Sberbank shares. In addition, the bank's offline terminals work only with Android smartphones, and the Sber Pay system is available on a limited number of platforms and devices. Sberbank's private banking technology for servicing clients with deposits of more than $1 million of available funds is developing as a conservative service. However, the global trend is the formation of lifestyle products for this group of customers who, in addition to banking products, provide near-banking services. The growth of competition in the banking services market due to the unstable economic situation leads to the need to form even more individualized products for customers, the number of which is currently insufficient in the practice of Sberbank. These problems define a threat to the sustainable development of Sberbank.
To solve the identified problems, the following promising directions have been developed for the introduction and application of modern banking products and technologies and their international analogues within the framework of the organization under study. From the point of view of the introduction of possible promising technologies and products, it should be borne in mind that, based on their existing economic and political conditions, as well as global trends in the development of financial products and technologies, today one of the main tasks of Sberbank within the framework of financial products and technologies is to provide its customers with all the necessary and affordable range of services taking into account the unstable political environment and the introduction of new sanctions, including those affecting the financial banking sector. Therefore, it seems relevant to introduce and develop such promising products and technologies as improving the work of Sber Pay in terms of the possibility of using smartphones based on other operating systems and gradually expanding the use of technology in online purchases. Also, the use of big data analysis technologies to create and implement a personalized product is becoming increasingly relevant in world and Russian practice. In addition, we note the creation of a line of b2b products, which are concluded in partnership with other large companies for the exchange of data sets, client analytics and services, as well as the modernization of products in the direction of private banking through digitalization technologies.
According to the author of this study, the implementation of these recommendations will improve the quality of products and technologies offered by Sberbank, thereby ensuring the bank's sustainable development in an unstable external environment.