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"We can't imagine business without numbers": Google talks about the pace of digital transformation in business in Russia

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"We can't imagine business without numbers": Google talks about the pace of digital transformation in business in Russia

A quarter of Russian companies have difficulties implementing digital transformation in their business. This was reported by Marina Junich, Director of Google Russia and CIS for Government Relations at the St. Petersburg International Economic Forum-2021.

"According to RANCHI, 57% of business representatives note that the pandemic has helped accelerate digitalization within the company. At the same time, companies that managed to launch digital processes before the pandemic feel more confident in the market. We calculated that they are 1.5 times more likely to be positive about the country's economic policy than those who have not yet embarked on these "digital rails". And yet, a quarter of Russian companies are not yet going digital," Zhunich said.

According to her, the main barriers to the implementation of digital solutions, representatives of the business environment call the lack of financial resources, as well as the lack of qualified personnel who can manage and participate in the digitalization processes within the company.

Creative tools are not just for creative business

At the same time, trends and demands of time and customers, comfort and efficiency of digital solutions attract more and more entrepreneurs. As Maria Junich noted, the level of digitalization of small and medium-sized enterprises in Russia has shown dynamics over the past year, both in the capitals and in the regions. For example, the share of companies that have registered their websites has increased by 25% to 75% compared to 50% in 2019.

The use of digital tools boosts performance not only in the creative industry, said a Google representative.

"According to Russia's first study on the role of digital services in the development of creative entrepreneurship, the use of digital (tools - ed.) helps companies generate an average of 26% of revenue. At the same time, those companies that work in the creation of visual, audio and film products, receive up to 70% of revenue with the help of digitalization. We've seen it help them even increase employee salaries in the past year. They grew at a furious pace," explained Ms. Žunić.

According to her, many companies make the mistake of not using social media, websites, video hosting and other online tools in promoting products, believing that they are only applicable in the creative business. "Vendors who use such advertising tools get twice as many views on average and 50 percent more visitors to their sites," she said.

Digitalization = profits

The coronavirus pandemic was the catalyst for many processes that have been brewing for years, said Marija Žunić.

"Without digital formats, small businesses simply cannot be imagined. Just a few months ago, we launched a study that was done for us by the international consulting company Alphabet in several emerging markets and in Russia. And we came up with the figure that our country will receive by 2030 with additional digital transformation, which is 521 billion dollars, if Russia can digitize the sectors that are not yet subject to this process. Alphabet's recommendations include, first and foremost, the development of digital transformation in the small and medium-sized business sector," the speaker said.

According to the Federal Tax Service of Russia, at the beginning of 2021, the number of individual entrepreneurs and legal entities in the country amounted to 5.6 million, which is 5.5%, or 323 thousand less than at the beginning of 2020.

SPIEF 2021 takes place from June 2 to 5. The theme of this year's forum is "Together Again. The New Reality Economy". The event is organized by the Roscongress Foundation.

Made in Russia // Made in Russia

Author: Karina Kamalova





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