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The Russian Internet Landscape

  • September 2014
  • -
  • Frost & Sullivan
  • -
  • 69 pages

In the Global Internet Landscape, Russia Remains a Different Land

This Frost & Sullivan research service provides an overview of the current state of and the key trends in the Russian Internet landscape (RuNet). It highlights Russia as one of the few countries in the world where Google does not dominate Internet searches and where Facebook does not dominate social networks, but where local participants, Yandex and VKontakte, respectively, dominate these areas. The study also provides a perspective on the significance of the RuNet in the wider Russian economy, outlines key historic developments, profiles important companies, and reviews recent trends and key challenges. It concludes by providing a balanced outlook of possible developments scenarios.

Objective, Scope and Methodology

Objective:
This Frost & Sullivan research service provides an overview and an analysis of the current state of and the key trends in the Russian Internet landscape.

Scope
-This research service mainly focuses on Russian B2C companies.
-Pure e-commerce companies (for example, Ulmart, Ozon.ru) are outside the focus of this study as e-commerce rests on a fundamentally different business model*.
-Equally beyond the focus are online banking and payment systems (for example, Tinkoff Credit Systems, QIWI).

Methodology
-This research service is mainly based on secondary, desk research, and integrates a variety of extant sources into an original perspective on the Russian Internet landscape.
-The main secondary sources include (annual) and other reports and presentations by participants in the Russian Internet landscape and studies by industry associations and other market observers. Reporting currencies are maintained to ensure integrity in terms of the period of publishing or sources.
-This research service is also informed and complemented by discussions with Russian Internet landscape participants and the attendance of related conferences, to provide a multi-angle perspective.
-The main research was conducted between March and May 2014.
-To accommodate common use, key terms such as “(Russian) Internet landscape”, “(Russian) Internet economy” and “RuNet economy” are used interchangeably. The same applies to “RuNet” and “Russian Internet (landscape)”.
* These are retail/distribution companies rather than advertising-financed companies and use the Internet as their main sales channel. Despite the rising significance of e-commerce, in terms of revenue, the latter companies have also been, arguably, less defining of the RuNet landscape.

Russian Internet—A Working Definition
-This study uses a cluster concept as a working definition for the RuNet. In roughly decreasing order of relevance, elements of the definition are as follows:
oOf prime importance are main domain zones/top-level domains:
-“.ru”, “.??” and “.su”
-Specific sides under the “.com” domain, such as VKontakte
oAlso relevant are:
-New domain that have been appearing in 2014, such as “.moscow”, “.yandex” and “.tatar”
-Domains zones of former Soviet Republics, such as “.am”, “.az”, “.by”, “.ge”, “.kg”, “.kz”, “.md”, “.tj”, “.tm”, “.ua” and “.uz”
-Particular domains, including “.da” and “.net”
oSites with Russian-language and/or Russian cultural content in any Internet domain (or, also comprising the Ukrainian, Belorussian and Kazakh languages and/or cultural content) must also be taken into consideration. This is sometimes likened to the post-soviet diaspora of cultures and languages.
-This research service views the RuNet in main categories*. Within these categories, it focuses on information services (including traditional search), social media/networks, digital media and multimedia. E-commerce is beyond the focus of the study; however, in context, it has to be touched upon in some instances.
* Information Services, Social Media/Networks, Digital Media, Multimedia and E-Commerce, in alignment with the Internet Initiative Development Fund (IIDF).

Table Of Contents

The Russian Internet Landscape
1. EXECUTIVE SUMMARY

Executive Summary

2. METHODOLOGY

Methodology
Objective, Scope and Methodology

3. INTRODUCTION

Introduction
Internet Landscape
Russian Internet—A Working Definition
Russian Internet—One of the Few Exceptions to the Global Domination of Google and Facebook

4. HISTORY

History
Beginnings of the Russian Internet
Milestones in the Development of the Russian Internet

5. THE RUSSIAN INTERNET IN CONTEXT OF THE RUSSIAN ECONOMY

The Russian Internet in Context of the Russian Economy
Significance of the Internet Economy around the World
The Russian Internet Economy Today

6. RUSSIAN INTERNET AUDIENCE AND PROPERTY CHARACTERISTICS

Russian Internet Audience and Property Characteristics
Russian Internet Audience in an International Context
Internet Search—A Global Perspective
Internet Search—Shares in Search Traffic in Russia
Audience of Russian Web Resources
Internet Penetration by Russian Regions
Russian Internet Users by Type of Agglomeration
Internet Users in Russia by Usage Frequency
Mobile Internet in Russia
Website Adaptation for Mobile in Russia
Mobile Applications
Affordability of Mobile Internet Access in Russia
Russian Domains

7. PROFILES OF KEY PARTICIPANTS

Profiles of Key Participants
Prominent Russian Internet Companies
Yandex
Mail.ru Group
VKontakte
RBC
RamblerandCo
iFree
Game Insight
2GIS
SuperJob
Avito
Prominent Characteristics across Russian Internet Participants
Notable Influences

8. REGULATION

Regulation
Russian Internet Community Perception of Regulation
Russian Internet Regulation—Reasons for Negative Perception

9. OUTLOOK

Outlook
Development Scenarios
Development Scenarios—Stabilisation Scenario
Development Scenarios—Innovation Scenario
Development Scenarios—Crisis Scenario
Development Scenarios—Conservative Scenario
Final Thoughts
Legal Disclaimer

10. THE FROST and SULLIVAN STORY

The Frost and Sullivan Story
Value Proposition: Future of Your Company and Career
Global Perspective
Industry Convergence
360º Research Perspective
Implementation Excellence
Our Blue Ocean Strategy

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