Digital Book.  
 


  Digital   ?       Digital Book,          65 ,  5      ,          .           .    ,      2 : :1.    ,     :    .    .         .               . 2.    ,     :   ?    ?     ?                  ?





 

Digital Book.  








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P/S

     nerd,     ,       ,     -  ,           . :)



P/P/S

  ,   nerd,    google.



P/P/P/S

       digital ,              .



P/P/P/P/S

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P/P/P/P/P/S

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 1.   





Digital,  


  Digital        .  ,   ,   ,               .      ,  , ,  ,     .



       ,      ,         ,           .  ,    15     60 .  ,        61, 62  63 ,      .     .          .



  ,      ,      ,   ,   .  Digital  ,     .    ,     digits (),        digitus,     .    ,      ,   . ,   ,       ,       .



  Digital  ,           -  2013 ,   6  .      -  ,    - ,             UX (User Experience,  ).            .       Apple, Ipsos  ,      .



      ,   ,   2013      UX  .       ,    UX     ,       . ,    ,        .           .      , ,   ,          (    ).     ,        ,   .    Digital    UX ,  ,      ,       ,   ,           .



   .  ,   , ,  .  2013,2014        .       (Guidelines, Framework)      Google  Apple,      ,    .     material design,  Google      Google I/O  25  2014.    ?       , ,      ,   ,   .       .  Google    ,  Apple           .



    ?    material    :






https://material.io/ (https://material.io/)



   ,      ,  ,  ,     ,   ,   .      Assistive Technologies ( ),         .   6   Google, Apple         ,     ,        ,    ,     .




Digital vs  vs 


       Digital   ,         .           Digital        ?



   ,   ,       ?.    ,   ,    ,     ,            ?.     ,  -   lean ,    ,    ,       ?.    .   ,                   =  = . -      ,  ,      , nothing else.       ,            :).



  ,   .     ,      automates,   ,   .  ! ,        .       (   III-  XIII-  ..)     .   ,  270. .., -         , ,       .        .     XIV    ,      ,   .








  ,      Wikipedia,  ,  ,   ,    ,      (.) (850. ..),        .         , ,  ,         .        ,       .     ,  .      ,    .  ,      ,   .      ? , ,       .       ,  Ferrari,   ,           value proposition  ,               . ?  ,  :).   .

   KPI     ?. ,   Time2Market (   )   /  / .            (   , ).

    ?..     ?.   ,     ,   ,  .   , .    ,  (,     ),   , ..,  ,      . ,   ,    ,          ,   ,           .   ,   -    .   KPI  ?  Cost Income Ratio (CIR),       / ,     .     ,   Income  .   ,      .




Digital  


    .     ,        /    .    ,    ,            .    ,      .    .      ,   . -            .             ,                  - .    ,    -  4,5    .      ,   2       ,     (     )   20%.  ,       /,         .          .      ,  KPI     ,   .   ,    , , ,    ,    .



      ,       ,   .      ,    ,       ,         ,       .  ,            .   , 40          ,    .                .      ,    .      15   1- .   .   ,        , ,      .      ,      ,      25%   .          150 ,       3   7,5   ,   20  ,   . ,    ,        ,     ,    %  ,      ,  %      ,       .



   ,           .      ,     (),      2019       (  ,  ,   , ,  QR ).             .         ,         ,      .   ,     ?  ,    . ,    ,       ,         ,        .       ,     ,   .   input data ( )  output   ,        .



     ?    .        ,       .           .      ,         .         agile ,    ,  ,         Digital .   ,    ,           .      ,                  .   ,  ,      .             agile .      5 .          ,       ,           zoom, slack, whatsup, confluence, jira.     2     (  4 ).        .      .    ,      20%   ,        .    ,  . 20% .         ,    ,       ,      .



    ?     /  / leap frog ( )  ,     ,  ,       .    -   ,        .   Zero-level ,   ,  0     .   - ,    ,          ,    .               .       .  ,  ,   ,   ,      .

  ,      ,      ,               ? , -     HR   ,    -            , ,         .    .




      


    ,  ,           .     ,  ,    ,       .     ,      .  ?  .         ,   ?     ,     ,     :








  Y  ,   ,    X  .      9  ,          ,         .        ,      506070%    2510%  .      ,     .    .       .        ,       .       ,   ,    . ,  Oracle, SAP, IBM       . ?    .     ,      ,         .         .       BCG  Boston Consulting Group,   .  1970      (  BCG  Boston Consulting Group),   Growthshare matrix (    ),      BCG .     50 ,        .     ,        ,     ,     ,     .



 BCG            ,    ,           ,             .                 .   X   Market Share (    ),    Y Market Growth ( ).   4             (cash flow)     .








   :

1. (    )    ,   ,    .    

2. (    )   ,         .     ,   

3. (  )      ,    .        .

4.      .



    , ,       150 .    ,           :

1.    ,        .     ,  ,          ,           

2.     ,      ,     -     

3.        ,     .



          ,       .                      .       70% ,    B2B .   ,      ,   .       affluent  ,     .








        ,         ,         :



1. (Dogs)    ,       ,      .    - ,        .   ,     .

2.  (Problem Child)  ,  -          .    ,    ,   ,  -  .      ,     ,     .

3. (Star)  ,    .  .      .  ,   ,     ,          .       

4.  (Cash Cows)      .     ,     , ,          .      ,      5070% .

5.  (Charmed Cows)    ,                  .     ,      - .      . ,    , ,     -  . ,      .



   ,          ?   ,   3      .        .   ,       ,   ( ),    .              .      ,    :).   Digital                   .  ,  Digital            , ,        .   , ,    luxury ,    ,        wow  ,   .         .       ,  ,      .       ,         ,      ,      .           -  ,       .   :

1.   (  ,   ..)

2. (..   )   ,      12        :)




   



,              .        ,   ,        /   ,                . , . ,   ,           .



  ,   .       ,   20  .        .    ,   ,    ,   (digital economy).     ,           -  (),                    ,    ..         .       ,      .




    







 ,    ,   ,       21 . 20    ,          8-   .   ,     ,  ,   100         14 .           .     ,    8-    .          (Fair Labour Act)   1938  .        .   100         .   2018       ,       ,  .         ,        68   52.      .      .        4-   .         34,4 .     Investing.com,   ,      10 .



 Microsoft   2019      4-        .      .    Microsoft Japan,     .






https://news.microsoft.com/ja-jp/2019/10/31/191031-published-the-results-of-measuring-the-effectiveness-of-our-work-life-choice-challenge-summer-2019/ (https://news.microsoft.com/ja-jp/2019/10/31/191031-published-the-results-of-measuring-the-effectiveness-of-our-work-life-choice-challenge-summer-2019/)



 ,    .       25,4%  .    58,7%   .       23,1%.          .         39,9%.       ,     ,    , .     ,        .   4    ,   ,    / , -    .



 ,         .   ,      ,        .    ,     Amazon,        .         ,      ,      .    ,   ,         ,   word-  ,            .          ,               25%.



   ?   ,  ,     .    ,          ,    ,      .      .       ,     ,         ,      ,   ,   .    ,    .        ,     .   ,         .



  ,             .      200 ,       2 .    ,                  .   Citrix (           )   ,  ,   2020       .    :

    .          .       .

         .

        

       .

   ,   :






https://www.citrix.com/perspectives-by-citrix/innovation/future-of-work-how-you-unlock-innovation-anywhere.html (https://www.citrix.com/perspectives-by-citrix/innovation/future-of-work-how-you-unlock-innovation-anywhere.html)



 ,         :  ?   ,  ?   ,        .       ,            ,      .          ,          .

     ,    ,     ,    Where are the jobs ( ,   ?)   ,    .    30        45%  20%,        ,        . ,         ,    .           ,     ,     .  ,    .         ?       ?   30 ,      ,  20%   ,    , , , , ,   .








   .     .       ,             ,     .       ,    6  ,   ,       ,     .    .   ,      2-     .          .     3- ,   .      , ,      ,    ,             .   ,    1020       10%,   ,      ,       .  ,  ,  ,    ,     ,   :








       ,    .   ,  :

   (  )

    

     

   

    

 

  

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           ,        ,  Lifestyle.       ,       Lifestyle.



     ,   :  .  , ,   (, ,   ), ,  .   ,    ,    ,   .     ,       ,     LifeStyle,         .  ,      ,      ,            .     - ,       ,    .    ,    21- ,  2019 .



       ,      .  ,  ,     , ,         ,    .  1975.    ,      ,   ,          .       10, 15  25 .               .     80-   ,  ,   10        5    . ,    !  ,    ,  ,      1980.     ,   1988 ,  7000  ,      ,   1015   80%      .  ,           .




    


         ,   ,     ,  40%    . ,       -    .   Global Payments Report 2020,           2022- .    ,  47%    ,   5     .    Apple Pay, Google Pay  .    8 ,         .     .  Paypal    ,           .   Apple  Google,          ,          .          .   ,    ,    ,   e-invoice, prepaid  .      :






https://www.paymentscardsandmobile.com/wp-content/uploads/2018/11/Global-Payments-Report_Digital-2018.pdf (https://www.paymentscardsandmobile.com/wp-content/uploads/2018/11/Global-Payments-Report_Digital-2018.pdf)



           ? ,    , ,   ,    ,     ,  ,   ,      .     ,    ,  ,  Apple Pay, Google Pay  ,  ,       /  /     .     ?    apple pay, google pay  .  ,         .   ,   Apple Pay, Google pay    .         (      ).       3- :








1.   ,      Apple Pay | Google Pay  ,    ,          .

 : Apple Pay     ,     ,    ,       .  ,    - ,     ,   ,    ,      ( PAN  -   ),    ,     ,    .  ,      .       .         Apple Pay.       ,       ,     , VISA, Mastercard  .



2.               .  ,        .  Mastercard   MDES (Mastercard Digital Enablement Services)  VDES,  , ,   VISA.        PAN  (    16-   ,    ).       .



3.     .       (  ,      )   ,     .     ,      .



     .           1 ?      (  ).  MDES  VDES,  ,    1000     (  ).    ,    ,       ,         .          ,   ,                .  ,     ,     ,     .        ,    .



       .        ,    .  ,          .         ,     .          .  ,   2019          823           . 800           .      .        ,   ,        3,5 .    - 40%  ,     :








,          ,      .   3-    ,  ,  1  = 1 . ,    ,   1      Apple Pay, Google Pay  .  ,  - 2030%   , ..   ,  3,  2,5 ,        .        .     ,                .     Apple ID, Apple Pay,      Apple Music, Apple TV  .         .      .      .   ?      :



  ,  -    Iphon ( ,  ).    ,    .   64 ,      ,     ,    .    ,      .      . ,   80%            (32  64 ),    :       ,        .  ,            .      .



  ,             .      .   ,   ,     2G,   ,    2008 .     Accenture,         ,     .     ,      ,   ).        .    ,     ,      toIOS.     ,     :). .   .         ,        ,      ,   . ,    ,   3040,        .



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     (   ):

      (       ,   ). ,      ,     .

    ,   .         ,         (   ,     ,    ,                .  .



   ,         .   ,      ,     -   .           .      ,  2 ,     .          1520,  2-      :



1)        .



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     ).    ,       .   ,   ,      out of the box .  ,    ,     .      :

,   ,    50.     ,      12. ?

 ,  



    ,        2 ,      nice 2 have.      .  ,   , ,   .



     ? - ,       (     on-boarding, ..     )     2 ,      ,       ).         .  2      ,           .      ,        ,          20 ,      ,   ,    .      ,     .         (  )   Apple.      .



  . ,          ,   -   ,    ,       .   ,     ,    Apple , ,          . ..  8,    ,     7,6,5..,        ,    ,        Apple.              ,    Apple   - ,    ,       ,     ,   on-boarding'a  ,           ,    . ,      ,     ,         .




,   


        .      ,  .  ,       /   ,           Apple Pay.     ,  , ,   .    ,    -      . ,        .  ,  ,     ,   . Fiat      .     .        ,         ( ).     ,      ,  .     ,   ASIC.    ,       ,       .    .   ,      (    ,     ),  0,33%   .                     ,   18%     ,     .     .  -    ,         .      .   2021     ,   ,      . ,      237   ,   10     ,     .             .   Digital ,     .     ,  electronic waste    (, , , ,   ).  ,  ,    Global E-waste Monitor,     -  37%  7 .    .    2016    44    ,     4500  .      ,      ,          ,     ,           .          ,     ,      ,      .   , -    .  ILO (    ), ITU (  ), UNEP (    )     ,     ,      30%       .   E-waste Coalition       :






https://www.unenvironment.org/news-and-stories/story/end-electronic-waste-united-nations-organisations-highlight-their-commitment (https://www.unenvironment.org/news-and-stories/story/end-electronic-waste-united-nations-organisations-highlight-their-commitment)



   ,   ,    . Mobile First (  ),         .  ,      .




  







3 :

1. 

2. 

3.   

     . , ,       , ,   .  digital,     bounce rate,   , .. % ,      1-    /   ,   .  ,              .     ,    :










 :






https://cxl.com/guides/bounce-rate/benchmarks/ (https://cxl.com/guides/bounce-rate/benchmarks/))



,  ,  ,     65%,   - 67   10      .     ,  ,  ,     .   ,        ,         .   ?       .    ? ,   ,     510       .           .        , ,    :

 Try before use   ,    .     .     ,             .       - Freemium,       -.    ,       :)

 Buy Now Pay Later   ,  .    ,   .        ,    ,   . ,         KLARNA,      .  ,       Snoop Doog,            67.

         ,     (    ). ,  Netflix ( ,     ,   ).     ,      ,      11     ,    .       ,   ,        ,    -,        .

       .       ,   ,    ,       .         ,  , ,    .      ,   ,    , -   2- ,   -  ,     .   ,       google pay, apple pay      .   ,      ,  ,         .         ,   



          web-,       -   .           .  Gartner      , (AI  Artificial Intelligence),    80%          ,    .








 ,  Adobe,      digital       ,           .




  


    ,  ,    ,            ,    .  ,       /    .








 10   8    ,   ,     .     Amazon, Microsoft, Apple  ..          Nokia  Apple   . 10   ,          . ,  ,     10  ,     .    - ,      ..,     .   ).          :








    ,   .   ,  -   ,    ,       .









     ( DESI)



  ,        - ,      ,    .         ,   DESI (Digital Economy and Society Index)     .








         ,       ,         .      ,       , ,   UK.  UK  ,  ,        ,       .

    ,    :









   DESI


 1-    ,    ,       .               ,     .  VR ,   , ,    ,  ,    ,  ,     .   ,    CES 2020,    ,    ,  Panasonic     VR .      ,   (     ,    ).      .     ?    ,          ,     ,      5G.            . ,   ?     ?   5G,    , ..    ,   ,           .  ,      ,  ,    ,  enabler   ,  .   ,  ,           .     ,  ,     ,           ,      ,      .     enablinga,      -  -.   ,     enabler, .             ,            ,       ,      . ,   .    5G,                      .




   DESI


  .    ,        ,   ,     (),   ,          , ,  ,  ,      ,  ,     ,      excel,        ,      .    ,  ,     ,       /    , , ,       . ,             ,       ,    .        ,   .    ,  , digital,  , , ,  ,  google ,  ,       .   ,      ,    .     ,  ,         (SuperApp,   ,         )   play market    Appstore  Iphone.     ,             IOS,    ,  , ,      . ,  ,   ,     .    -   ,     /    ,    ,     .         .    20       ,      .      .      .  ,     ,          .  ,     ?   ,  .     ,   . , , ,       ,       .    ,    ,      ,      ,       ,      ,      ,      .     ,     ,         ,       ,     .       ,   .



      (  2019 ):








        .  ,    ,    2  : 1)    ,  , 2)  ,    ,      .      ,    ,  ,     57%           2020 , 21 .  57%, .    ,    , -   30% ,  ,   10 ,  3       . ,   .     ,    72 ,   50% ,     ,         .          ,           .   ,  ,   2024  40%      .   ,            26%.     31.12.2018.  ,     :








  ,           .   ,    ,           ,       .   ,     . ,      ,        ,           , digital,  , .




      DESI


   ,         - (Use of Internet Services). ,          , , ..      .       ,  ,   . ,     .       2019 :








  ?  ,       (,    ),         .   :), , ,      ,    ,      .      ,        ,       .        ,       ,    ,    .   ,     ,       ,        ,    ,      ,    .  , -            ,            .         .       ,          .    ,    ,  75%,   .     ,    ,     , 2-   .           97%,          .     ,     -        .  - .  ,     ,    ,   100% ,    1   ,   ?..  -,          -  ,    ,    1-         . -,    -,            -      ,    .        ,    ,      ,   ,  .     ,          ,    ,   . ,   Adobe Photoshop  Illustrator, -  .       ,        ,   .      ,       ,          ,         - .




    DESI


   ,      .     2  ,  1)        ; 2)      (e-commerce).       ,       ,   ,   18%  ,       .    ,       ,       ,        Microsoft, Google  .     ,     , ,    8800,           .      ,     .          ,   .








         . ,   Bigdata,  ,       ,    ,     








            : , , , , .    :)      , .       ,    ,   6%   Fintech  (     )   .      -  .     10     Accenture,     -  ,    ,   .     3-      ,    UK ().       .  ,         :








    ,   ,  ,    .   ,   .     :

1.   . , ,      , .

2.    

3.  ,  -  .   ,  -  

4.  ,     . 

5. 50%  ,    . :)..   ,       

6.   ,   30  / .  ,      ,     43%,    10 4         .

7.  20%       (,   ).       

8.   .   ,  26%       .  26%:(.   ,     .

9.    (  1%  ).   ,  17%      .

10.  ()   .            ,    .  23%       

11. /   .    ,     1718% .   ,     .   , -    .

12.  e-commerce.       .  8%  ,    .



       ,        ,         .    .           (     ,  ),    ,      ,       . ,              ,    .  2  ,   , ,   ,     .         ,         .     ,      .








, ,  ,                  .    ,    ,       (. ).






https://files.data-economy.ru/Docs/FP_Cifrovye_texnologii_.pdf (https://files.data-economy.ru/Docs/FP_Cifrovye_texnologii_.pdf)



  ,   ,       ,          .   ?      ,    ,   ,       ,     ,   . ,   ,         ,          DESI.    ,     20%?              ,      .              ,      ,     .




  Digital (  )


   .  ,     ,   AppStore   , , . ,           ,     -        24/7.  ,        ,            ,   ,          .   ?     ,                ,           ,         .  ,     ,    .             .         .   DESI  2019,        .








       ,    (gosuslugi.ru)   2019       103 .    70%    .          64%,          .   ,        :



            .  ,     .

   DESI   ,       ,       ,               .



     ,     ,         .     DESI,   ,       ,       .   6070%,       ,            DESI.     2022       . ,     2021 :),   2022   :).




   


1.    ,            .

2.  ,              .     

3.Digital    ,         .

4. Digital           

5.            , ..   ,        ()  .

6.       .

7.      (     ).    Zero  level 

8.    zero-level  .

9.      zero-level .       ,     profit.




  .


   .

   ,     (https://www.litres.ru/vyacheslav-blagirev/digital-book-kniga-pervaya/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .


