Expansion of Hypermedia Services as a Promising Direction for Russian Commercial Banks

Liudmila G. Kuznetsova, Ariguna Ts. Dashidondokova


Today the information and its content have become one of the key drivers of changes the world is exposed to. The growing role
of the Internet and mass communications in everyday life lead to a society in which everyone can communicate, share data,
make transactions and trade with each other electronically on a global scale. In the banking sector these processes of
fundamental changes mean that there is a need to review the specifics of the interaction of the credit institution with the outside
world, clients and regulators. Besides, they require further reflection and understanding of the new changed operating
conditions of banks. This determines the relevance of the research topic. The goal of the research is to examine the major
trends which characterize hypermedia as an indispensable component of banking business, to analyze the specifics of their
services, as well as to determine the effects of the hypermedia expansion in Russian credit organizations. General-theoretical
and econometric methods of research were used while reviewing the development of hypermedia in the banks functioning.
Statistical data on the Internet distribution, penetration of social networks and mobile banking in the work of Russian credit
institutions were analyzed. A method of comparisons and analogies was applied in analyzing the indices of such regions as the
Middle East and Africa, Central and Eastern Europe, Latin and North America, and others. Expert assessments of Brett King
and Chris Skinner were used to describe the current state of hypermedia development in the world. The assessment of
implementation and development directions of hypermedia in Russian commercial banking was given on the basis of the
research methodology, perspectives and possible consequences are defined and described.Methods of comparisons and
analogies of empirical data on the implementation of hypermedia services in the world banking by regions were used.
Comparisons of these data allowed us to reasonably determine and describe the level of development of hypermedia in
Russian commercial banking.

DOI: 10.5901/mjss.2016.v7n2p63

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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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