The formation of economic and marketing prospects for the development of the market of information services

Abstract

This paper investigates the current state and prospects of the development of the European IT services market. A detailed analysis of the economic indicators of the IT market in European countries has been conducted. Marketing characteristics of the external market of IT services were considered, in whose formation a leading role belongs to export deliveries. It has been determined that the capacity of the international segment of the IT services market in most European countries increases by an average of 20 % annually, and the share of IT technologies exports in the overall export structure exceeds 8 %. The forecast of changes in the internal market of IT technologies in the post-Soviet countries was analyzed. Based on the results, it was concluded that in the future the capacity of the domestic IT services market could increase and, in 2024, in particular in Ukraine, would exceed the volume of USD 2 billion. The results of studying the level of prices for IT services in the post-Soviet countries suggest that they mainly correspond to the prices for similar services in different groups of European countries (with different material capabilities). That means that for IT service consumers in countries with a low standard of living, price characteristics are not an obstacle to obtaining the highest quality services from domestic or foreign suppliers. The role and importance of personnel support of the information industry, which is key in the formation and development of the IT services market, have been determined. It has been proven that specialists who attained IT education mostly work according to the skills and competencies obtained, which distinguishes them favorably from specialists in other fields. Despite the tendencies of a certain outflow of specialists outside the countries with a low living level, the number of IT specialists is growing progressively in their economies. In many ways, these trends are facilitated by an increase in the number of graduates from specialized educational institutions.

Explication of the role of digital technologies in marketing management of a modern company

“…Therefore, the issue of outsourcing in this area is also important. This is exactly what paper [22] addresses, which confirms the need to improve the skills and competencies of IT specialists in the face of the growing demand for outsourcing digitalization services. Moreover, it is shown in [22] that the largest share of companies in the market of information and communication technologies in Europe is made up of outsourcing enterprises.…”

“…This is exactly what paper [22] addresses, which confirms the need to improve the skills and competencies of IT specialists in the face of the growing demand for outsourcing digitalization services. Moreover, it is shown in [22] that the largest share of companies in the market of information and communication technologies in Europe is made up of outsourcing enterprises. However, the paper did not sufficiently cover the role of IT outsourcing in the management processes of companies consuming these services.…”

Formation of intellectual property commercialization strategies

“…But in such an understanding, the very meaning of commercialization is lost to which attention is drawn in work [18]. According to the authors, a more precise definition of the commercialization process should be associated with the final result of intelligent and innovative activity -profit [6,19]. This opinion is also supported by studies [20,21].…”

Formation of economic and legal measures for the development of the market of intellectual property objects

“…The IP market, which is a separate component of the world commodity market, is very branched, marked by the dynamics of development, has a significant impact on the national and world macroeconomics. Some trends and specific features give grounds to analyze the conditions and patterns of economic, scientific, and technical development of different regions of the world in correlation with the degree of their integration into the world IP market [6]. Therefore, it is important and relevant to study the existing trends in the state, features and directions of development, existing problems and obstacles, primarily the national market of IP objects.…”

“…Other researchers of the economic essence and problems of IP market development [4,6,[16][17][18][19] are overwhelmingly limited to studies of its partial indicators, on the basis of which it is possible to directly or indirectly assess the effectiveness of the IP market, the presence or absence of threats to its effective functioning. In particular, in [6], the characteristics and indicators traditional for the IP market are used: market capacity growth reduction of interethnic barriers to entry into it for other countries and enterprises, optimization of pricing policy and development of market infrastructure. Particular attention is paid to ensuring the implementation of national and international legislation and the fight against counterfeiting in [4], and in [19] -to the processes of international support for the commercialization of IP objects.…”