In these respects, lies a paradox, to which attention should be paid. At first glance, banking services – a market for conservative avoid the risk of people as the main message of this business – 'save'. On the other hand, the reputation of the Russian banking system makes the depositors at the least an alarm to queue at branches banks to have enough time to withdraw their money. Hence, one of the roles of banking is risk. But the risk – the lot of innovators and drivers of the set of markets, enjoy the use of all of the unknown risky.

Thus, to understand the market structure and clearly define its basic part – a task for an individual decision because the value of bets on Innovators and the Conservatives should be considered separately for each financial product. Accordingly, the consumer may be psycho to become the third plane in the right system, the segmentation of the financial market, complementing its psychographic component. Indeed, even the word 'Reliability' sounds totally different from the standpoint of innovators and conservatives, meaning the first reputation as a partner, and for the second – the safety of money. 'OUR CUSTOMER' in the practice of mobile operators have several approaches to calculate the number of subscribers. One of them, the most popular and at the same time most controversial, is based on counting the total number of sold sim-cards. According to the results of these calculations, the number of cellular subscribers in Russia has long exceeded the 200 million people, moreover, that the total population barely exceeds 142 million.