Synergic value effect from subscription to services within the Yandex ecosystem

Abstract

This article examines the creation and development of ecosystems in business in the Russian market. The author analyses the concept of “ecosystem” as it applies to business and describes the main ways in which the first ecosystems to emerge in the Russian market have been formed. The review and analysis of service accession to the Yandex ecosystem is carried out, and brief characteristics of its key services are given. Two main elements of any ecosystem, including Yandex, are highlighted for the user: subscription and a single user identifier (ID). Their impact on consumer behaviour and the synergistic value effect of subscriptions to services within the Yandex ecosystem for its users is described. The most effective way of attracting users to ecosystem loyalty programmes – product delivery – is highlighted and its advantages are shown. The issue of building a new ecosystem in business, comparable in scale to Yandex, is raised, and attract enough users. For this, businesses must develop and offer a unique service to the user or a unique experience different from what is currently available. Recommendations for entrepreneurs and forecasts for the further development of ecosystems in Russia are given.

Keywords

• ecosystem
• business ecosystem
• yandex
• ecosystem services
• multiservice subscription
• single user identifier
• ecosystem user