Convergence as a Mechanism of Formation and Development of the Information and Communication Services

Russia’s joining the international information space and increasing competition with foreign communication providers significantly challenges the competitiveness of domestic operators in the market of information-communication services. The authors consider the convergence process in the field of information-communication services in terms of its place and role information and development of the innovative forms of information and communication services, which is characterized as a process of convergence and interpenetration of diverse information and communication technologies that could lead to a qualitatively new technological solutions able to satisfy the demand of today’s rapidly changing information environment. The researcher critically analyzes the traditional cycle of the mechanism of creating and implementing information and communication services, justifies the principles and prerequisites for convergence processes in the field of information and communication services, as well as their diffusion into other horizontal and vertical branches of economic activity. This article is intended for the students studying the methods of marketing research in service industries, the teachers of the “Marketing” disciplines as well as marketing managers and managers for communications providers who develop their companies’ growth strategies.