РОЗВИТОК МОБІЛЬНИХ ПЛАТЕЖНИХ СЕРВІСІВ: МАРКЕТИНГ FINTECH ПРОДУКТІВ
Authors: Ліхоносова Ганна Сергіївна 
Published: July 2024

In today's world, financial technology (FinTech) has become an integral part of everyday life, significantly changing the way people interact with financial services. One of the most dynamically developing industries is mobile payment services. They provide a fast, convenient and secure way to carry out financial transactions through mobile devices. However, despite the rapid spread of mobile payment services, there are a number of problems and challenges associated with their development and promotion on the market. The purpose of the study is to analyze the development of mobile payment services in the context of FinTech, as well as to develop effective marketing strategies for promoting these products on the market. The object of the study is mobile payment services as an innovative segment of FinTech and their marketing in the modern market, namely aspects related to the development, implementation, promotion and use of mobile payment services. Scientific publications and monographic editions, magazine articles and materials of scientific and practical conferences became the methodological basis of the research. Content analysis of scientific periodicals was used during the research; comparative critical analysis of existing approaches and methods of analysis of financial stability and tax burden; statistical methods of analysis. The main hypothesis of the research is that effective marketing strategies focused on technological innovation, personalization of user experience and taking into account the cultural characteristics of markets significantly increase the adoption and use of mobile payment services among consumers. Summary of the main material. Innovative technologies and platforms based on the concept of embedded finance and their potential to change and transform the financial sphere are highlighted. The technological, economic and regulatory aspects of the use of embedded finance are analyzed, and the key challenges and opportunities associated with their application are identified. As a result of the study, it is established that integrated finance can become a significant factor in accelerating the innovative development of the financial sector, improving the quality of financial services, and ensuring greater accessibility and efficiency in the provision of financial products and services. Originality and practical significance. The originality of the scientific article lies in the comprehensive approach to the study of mobile payment services through the prism of marketing strategies in the FinTech sector. Despite the considerable interest in the technological aspects of mobile payments, the issues of effective marketing of these products remain less studied. The practical significance of the article is that the research results can be used by both FinTech companies and marketing specialists to improve their strategies and increase the efficiency of mobile payment services. Conclusions and prospects for further research. The analysis showed that the introduction of the latest technologies, such as blockchain, artificial intelligence and biometric authentication methods, significantly increases the security and convenience of mobile payment services, which contributes to their popularization among consumers. The combination of technological innovation, personalization and cultural adaptation in marketing strategies is the key to successful promotion of mobile payment services. Further research is needed to assess the long-term consequences of introducing new technologies into mobile payment services. Particular attention should be paid to data security and confidentiality.