UDC 338.24
Authors
T. P. Gorelova
PhD in Economy, Associate Professor,
Associate Professor Department,
of Logistics and Marketing
Financial University under
the Government of
the Russian Federation,
Moscow, Russia
Yana D. Klimanova,
Member of the Temporary Creative
Group, Department of Logistics and
Marketing, Financial University
under the Government
of the Russian Federation,
Moscow, Russia
Angelina V. Kozochkina,
Member of the Temporary Creative
Group, Department of Logistics and
Marketing, Financial University
under the Government
of the Russian Federation,
Moscow, Russia
Abstract
Purpose of work. The article deals with the growth of revenues and sales of innovative companies based on a combination of artificial intelligence, augmented reality technology and smart technologies in the devel‑ opment and modernization of mobile wearable devices. The purpose of the study is to substantiate the need and prospects for the use of digital technologies as a vector for the strategic development of innovative tech‑ nology companies operating in the mobile wearable device market. Materials and methods. The research was conducted using General scientific methods: analysis, abstraction, system-structural approach, modeling. In accordance with the current state of the market, in the study, the authors built a hypothesis focused on the long-term perspective, according to the SMART criterion: in order to maintain and strengthen the position of the leader in sales in the market of modern IT technologies, innovative companies should update their product range and control the main technologies underlying their products. The objectives of the re‑ search are to identify the direction for further development that can be chosen by a company that is a leader, seeks to beat competitors and uses innovative tools in the management and development of the company. Results. In this study, as an experiment, Apple’s innovative products were analyzed from the point of view of feasibility and potential success, and the strengths and weaknesses of high-tech companies ‘ marketing strategies, as well as their internal motivation, were clarified. Based on the results obtained, the directions for further development of innovative companies are modeled. Conclusion. To date, enough innovative solutions have been implemented in the formation of an innovative product. Regardless of the company’s power, innovation and stable position in the field of high technologies, success and leadership will be for the company that implements and applies new digital technologies, augment‑ ed reality and SMART technologies, and the formed effective digital solutions will create a product that can sur‑ prise the consumer, simplifying not just the process of use, but also combining incongruous product functions.
Keywords
augmented reality technology, market of modern mobile technologies, innovative product.
