More than 40% of the world's population have a fixed access to the Internet. In
developed economies, 80% of the adult population are active Internet users. The
number of registered accounts in social media is about 2.4 billion.
In 2016, Facebook has reached a mark of 1.59 billion active users. At the same
time, the Twitter network reached a mark of 320 million active users. The reality is that
we live in a new "connected world" in which more and more humans will start to use
new technologies and online solutions from year to year.
The financial sector is a key for the further development of the world economy
and progress. Historically, the evolution of the financial industry and technological
progress have kept pace in the foot. In accordance with the current technological
progress dynamic metamorphosis is also experienced by a modern finance. According
to the American technological giant DELL, the average annual growth in the number
of banking transactions through the mobile banking channel is 52%.
Many experts believe that in 2016-2021 the financial industry (in particular the
banking sector) will enter the era of "platformification". This is primarily about large-
scale cross-projects between finance, telecommunications and information technology.
Digital technologies and channels, as well as consumer experience, will be at the
centre of the banking industry transformation processes. The principles of "single
windows", customer service "24/7/360", cross-functionality and "digital supermarkets"
will be key drivers of the banking business models. After all, these principles set up
banking institutions for the conquest of new client segments and the "loyalization" of
existing ones - through innovation and the quality of services.
After the global financial crisis of 2007-2008 because of economic, legal and
ethical reasons, it became more difficult for banking institutions to dictate their
conditions to the consumer on the market. Moreover, a large number of Fintech start-
ups, the rapid development of cloud technologies and social networks, the activation
of telecommunications giants have raised a new wave of "disruptive innovation" that
describes innovations that create new markets and added value and at the end - ends
"undermine" the existing traditional market leaders and their business models.) It is not
just an era of "platformication" that comes, but an era of changing approaches to
building and developing the banking business - from quantitative to qualitative [11].
Ukraine has not remained on the periphery of such tectonic changes. The systemic
economic crisis, which began in 2014, dealt a devastating blow to the local banking
sector and key economic sectors. Consumer sentiment has collapsed under the pressure
of the devaluation of the national currency and the explosive growth of inflation. It
quickly became clear that it was no longer possible to work on the principle of business
as usual. And in one country this was not a greater truth than in the Ukrainian banking
sector, where the whirlpool of "toxic assets" led to a record level of non-return of credit
funds and a practical stoppage of lending in the country. Moreover, the "big banking
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