On April 21, MosHub.Skolkovo, a business hub in Moscow’s innovation center, will host a panel discussion focused on how brands and cities are shifting from one-off digital campaigns to full-fledged service ecosystems.
The event, titled ”Trends in communication digital products and digitalization: from brand showcase to service ecosystem,” will explore how digital tools like personal accounts, mobile apps, chatbots, large language model assistants, and media platforms are reshaping user experience and transforming how companies engage with their audiences.
The organizers outlined four core topics for the discussion: first, effective ways to communicate with consumers through digital products; second, solutions that truly impact brand reputation and operational efficiency; third, communication formats and media consumption trends shaping the agenda for 2026; and fourth, the technical essence of ”ecosystem” in digital services along with real-world examples of its implementation.
The speaker lineup includes Evgenia Kuznetsova, head of the press service at Moscow’s Department of Information Technology. Joining her are Ksenia Kasyanova, VP of new products at KROS JSC, Valery Sidorenko, CEO of communications group R.I.M. – Interium and member of Moscow’s Entrepreneurs Council, and Alexander Smirnov, deputy general director at KD agency and associate professor at the Higher School of Economics’ School of Communications.
Moderating the panel will be Vasily Ovchinnikov, a Russian manager and entrepreneur who leads IT products and marketing projects across IT, gaming, and tourism sectors and heads the Russian Video Game Industry Development Organization.
The program includes keynote presentations, a panel discussion breaking down practical cases, and conversations about transitioning from a simple ”brand showcase” to sustainable ecosystems of digital communication services.
MosHub.Skolkovo is part of the Skolkovo Innovation Center, Russia’s flagship tech cluster aiming to nurture startups and technology ventures. This discussion reflects a broader global trend where brands, alongside cities and public institutions, are moving beyond basic digital marketing to build interactive, service-oriented digital ecosystems-similar to efforts seen in Western markets led by Apple, Google, and Samsung.
As brands look to deepen customer engagement through more sophisticated digital platforms, the event will spotlight concrete approaches to aligning technology with communication strategies, signaling a shift in how digital products are conceived and deployed.