Digital transformation of economy: challenges and new reality

The article discusses the main features of the modern digital economy in Russia. The challenges of the digital economy and the peculiarities of the business structures functioning in view of the new digital reality are analyzed. There have been considered the peculiarities of the influence of digital technologies on the construction of a new economic model, referred to as the “platform-network model”. The active presence of enterprises of various economic sectors in the information environment helps them to sell products, conclude bargains, hold PR campaigns, recruit manpower, manage the production processes. There is considered a blockchain - one of the technologies in the economy. Blockchain technology is based on using a continuous sequence of block chains containing information and subject to special rules. The changes in the financial sector are analyzed. Modern digital technologies make it possible to transfer money, pay for purchases, manage deposits, thereby reducing the use of coins and banknotes when buying goods and services. It is stated that the financial sector organizations are able to increase their customer base because of the internet platforms specializing in financial services. Application of digital technologies in the banking sector reduces the time necessary to bring new banking products to the market and lowers the cost of basic processes. Changing the business model is related to creating a new type of platform-network business. It has been inferred that the introduction of artificial intelligence, automation of processes based on the use of computer programs lead to the release of labor and people are not prepared for these changes. The development of the digital economy is also changing competitive relations in the market. The market leadership of companies is considered as an unstable phenomenon. Due to the active use of digital technologies digital companies that built their activities on the basis of platforms, development of related industries, and transfer of their core activities to the network space can become leaders.