Current Trends of the Market of Banking Services Using Information Technologies

Abstract

In the current conditions of globalization and development of international relations, the banking sector and the banking system are going through a number of transformations. These changes are caused by the constant need to maintain stability, competitiveness and sustainable economic growth of banks. Today, the digital economy occupies a special place in all spheres of public life, and also undoubtedly affects the financial sector. Thanks to modern digital technologies, we can see not only the emergence of new electronic financial services and products, but also the modernization of the forms in which they are provided. At the same time, the most significant transformations are taking place in the field of consumer banking and payments. In the article the authors analyzed the key stages of the development of banking products, in particular the search for new technological solutions and market segments such as insurance business, financial leasing, asset management and real estate investment. The authors described the key development trends such as customer focus, controlling and innovation management. It has also been proved that all the latest trends that have emerged in the banking sector over the last period of time are determined by a common prerequisite – the development of information technology. In particular, the impact of information technologies on individual banking institutions with the aim of introducing innovative banking products and services, such as mobile and online payments, deposit and trading account management programs, is investigated. Attention is focused on such modern technologies as blockchain and cryptocurrency, as well as the impact of remote services. It is proved that the remote mode of operation has become a corporate standard for many Ukrainian banks, because today with the help of a phone or tablet it is possible to control the financial results of banking operations, analyze financial indicators and receive automatic notifications about events that require special attention. The authors also gave the most striking examples of innovations in the banking sector – such companies were «Capgemini» and Ukrainian Monobank. The authors conclude that the prospects for further research lie in an in-depth consideration of the process of diffusion of banking innovations depending on various macroeconomic and microeconomic factors, as well as the nature and key properties of innovations in the banking industry according to their classification.