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INTRODUCTION


The urgency of a theme of dissertational research is caused by the progressive changes occurring in telekommuni-katsionnoj of branch of Russia, occurrence of innovative forms of management, necessity of working out of methodological approaches to management of development of the market of additional services of cellular communication.
Analyzing the subsystems entering in telecommunication from-rasl Russia, on rates of their economic development, investment appeal, social and economic significance, it is possible to allocate the absolute leader - mobile cellular communication.
It has united in herself as the public sector granting a radio-frequency range, and the private capital - the companies of cellular communications building the networks and developing new kinds of additional services.
Today the market of services of cellular communication already has come nearer to that line when a price competition to become irrelevant. It is caused by purely economic reasons. The market of services of cellular communication is ready to grow at a present price level. The price for minute of the vocal traffic already has reached enough low level, and other economic parametres, for example, stoi-most base stations and other equipment, remain on former, and even have a rising tendency. Regular decrease in tariffs gradually can lead to that this business can become simply unprofitable. Experience of the developed countries confirms it. Today all basic subjects of this market understand, that such way new mechanisms for management of its development are unpromising and necessary.
For today the demand of traditional vocal services is high enough, owing to their habitualness, however demand for additional services of cellular communication and especially on a content grows more impressive rates, and their set constantly extends.
In turn for the companies - operators of cellular communication, the availability of modern additional services and an actual content in the arsenal to become more and more significant argument at a choice its subscriber, and also one of the most basic methods of increase in indicator ARPU (Averege Revenue per Unit - average returns from one subscriber.) which following the results of 2005 has decreased more than on 25 % in comparison with 2004 and as consequence - profit growth. The tendency to decrease in the given indicator practically at all operators of cellular communication acting on territories of the Russian Federation is now observed.
In the circumstances the requirement for complex research of managerial processes by additional services of the enterprises-operators of cellular communication of the Russian Federations acting on territories removing to the market new types of service, in particular content-services was generated.
Degree of a level of scrutiny of a problem. Connected with management and in particular management in sphere of a telecommunication service works both domestic, and foreign scientists are devoted the decision of problems. Among them it is possible to allocate works of following authors: V.N.Andreeva, V.B.Bulgaka, R.A.Be-lousova, L.E.Varakina, V.A.Grigoriev, A.L.Gaponenko, S.A.Dovgogo, A.P.pankruhina, To. M.Musselja.
Among the western authors of special attention work deserve: I.Ansoffa, G.Bekvita, P.Dojlja, F.Kotler, D.Majstera, M.Hammer, J. CHampi, etc.
As a whole, management methods in sphere of services and their development are presented in the domestic scientific literature full enough and in details.
However a number of prominent aspects of this problem is developed in insufficient degree. In particular, practically there are no researches and the works devoted to formation of a complex of actions for perfection of a controlling mechanism by the market of additional services from communication.
The purpose and research problems. The purpose and problems of dissertational research consist in working out of perspective methodological approaches to management of development of the market of content-services of cellular communication and the offer of a complex of recommendations about their introduction and realisation in the conditions of modern Russian economy the cellular communication companies. The given purpose causes necessity of the permission of following problems:
To make the complex analysis of a condition of branch of telecommunications in Russia in comparison with world experience and to reveal directions and the basic tendencies of its development;
To open the general properties of services and the specific properties inherent in services of cellular communication;
To specify and correct the conceptual device;
To develop classification of additional services of cellular communication;
To open modern lines in development of additional services of cellular communication
To develop the basic methodological approaches (techniques) to management of development of the market of additional services of cellular communication
Object of research is the market of additional services of the cellular communication represented by the companies-operators, acting on this market.
As object of research the administrative relations arising in managerial process by development of the market of content-services of cellular communication act.
Theoretical and methodological bases of research have served legislative both other regulatory legal acts and documents of public authorities of the Russian Federation, regulating activity in sphere of the telecommunications, fundamental positions of an economic theory, marketing and management, works of the domestic and foreign scientists devoted to research and development of administrative relations arising in the course of functioning of telecommunication branch.
For the decision of the problems delivered in dissertational research resources of profile Internet sites were used statistical both the fact sheet about development and activity of the companies of services of cellular communication acting in the market, their strategic planning, introduction of new administrative concepts, and also.
As the basic method of research the system analysis is accepted, and also forecasting is carried out and author's techniques of research are realised.
Scientific novelty of research consists that base theoretical positions about a subject and essence of additional services of cellular communication are formulated and developed, is developed classifications of additional services of cellular communication and existing management methods by them, substantive provisions of the conceptual device are specified and added. Specific properties of services of cellular communication are revealed, methodological approaches to transformation of administrative relations arising are produced at management of development of the market additional cellular communication.
In particular, to number of the most essential results received by the author during research and defining scientific novelty, it is possible to carry the following:
Genesis of additional services of cellular communication is opened, the basic preconditions of their occurrence of development and formation as specific sector of sphere of services of cellular communication are revealed and classified;
The basic tendencies, directions and the factors influencing development of additional services of cellular communication in modern economic conditions are opened, namely: increase of a share of additional services, and in particular content-services in total amount of services of cellular communication; the changes influencing qualitative and substantial fillings of content-services of cellular communication;
Specific properties of services of cellular communication inherent only to the given type of service, arising or transformed are revealed at their realisation in cellular communication networks; the conceptual device, with allowance for specificity of investigated area of services Is specified and added. In the given context definitions of the basic terms are formulated, such as "additional" and "content" of service of cellular communication, criteria of division of types of service of cellular communication are defined; the mechanism of formation of the price for cellular communication additional services Is developed, processes vzaimodejstvennogo influences on this process of all market participants of additional services of cellular communication are revealed: the operator, the content-provider, a game-awning-agregatora, and the consumer of services - the subscriber of a network of cellular communication;
Classification of kinds of additional services of cellular communication on the basis of criteria produced during research is made, interrelations and structural elements uniting additional services in groups with the similar contents and properties inherent in the given type of service are revealed; the technique of management by process of production and delivery of content-services to subscribers of cellular communication with allowance for regional features of the market of additional services of cellular communication Is developed; efficiency of application of the given technique is shown at management of development of the regional markets of additional services of cellular communication.
The practical importance of research of the results received during research consists in possibility of realisation of the methodological approaches developed in research to managerial process by development of the market of additional services of cellular communication and recommendations.
The new mechanisms of interaction of participants of process of production offered in work and realisation of additional services of cellular communication, theoretical conclusions and the practical results received during research, can be used as in the further researches and works of applied character, at training in system of the higher professional and poslevuzovskogo formations under the program: Marketing of services. And also are put into practice, for the decision of administrative problems of the additional services of cellular communication connected with realisation.
Approbation and introduction of results of research. The basic results of dissertational research were discussed at seminars at institute "МИРБИС".
The developed base positions, classifications, the conceptual and methodical device and as the practical recommendations reflected in work have found application in Open Society "ОрскИнтерСвязь" activity by working out of strategy of management and a conclusion to the market of new kinds of additional services of cellular communication.
Publications and work structure. On a theme of dissertational research 4 printing works, including one in the co-authorship, are published by total amount of 1,7 quires.
The dissertation consists of the introduction, two heads, the conclusion, the bibliography and appendices. The work volume makes 135 pages wave-nopisnogo the text, including 6 tables and 14 drawings, 6 appendices.
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A source: Nevenchannyj Alexander Aleksandrovich. MANAGEMENT of DEVELOPMENT of the MARKET of SERVICES of CELLULAR COMMUNICATION.. 2006

More on topic INTRODUCTION:

  1. in introduction
  2. INTRODUCTION
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  4. 10.1. Introduction
  5. INTRODUCTION
  6. approbation and introduction of results.
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  15. PRACTICAL INTRODUCTION OF RESULTS OF WORK
  16. 5. Attention strengthening to questions of legal introduction.
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