ASSESSMENT OF UKRAINE'S COMPETITIVE POSITIONS IN THE INNOVATIVE SPHERE OF CASHLESS PAYMENTS AND DEVELOPMENT PRIORITIES OF THE BANKING SECTOR

Now more than ever, technological developments are changing the financial ecosystem and the future of banks. New financial technology players, as well as existing technology companies, have begun to provide financial services traditionally provided by banks. At the same time, customers who are increasingly digitally savvy. to remain competitive against new players, attract customers and reduce costs, the world's major banks have identified digital transformation as a business priority for the coming years. Therefore, it is extremely important to study the impact of currently innovative forms of non-cash payments on the competitiveness of banks and some of the main factors that contributed to such a transformation. The work described the definition of "innovation" and "innovative technologies" and their functioning in view of the national experience. The process of settlement regulation from the regulatory and legal support in Ukraine is considered. The article investigated the optimization of the infrastructure for the use of payment cards, mobile wallets, payment via the Internet, etc. Quantitative and volume indicators of the use of cash and non-cash payments were analyzed and it was proven that customers still use cash in their payments despite the increase in the trend of non-cash payments. New forms of innovation used by banks to improve their work and attract new customers are described. Among the main innovations are cashback, Google Pay, Apple Pay, the NFC system. The perspective of using electronic payments to increase the competitive advantages of banks has been studied. Concepts of bank development were analyzed taking into account its specialization and based on the analysis of strengths and weaknesses, and the strategies of banks depending on their characteristics were highlighted