FINANCIAL AND ECONOMIC DEVELOPMENT OF THE TELECOMMUNICATIONS SERVICES MARKET

Abstract

The relevance of the study of the financial and economic development of the telecommunications services market is due to the prominent place of the telecommunications market in the country's economy and in the life of society in times of war. The tendencies and prospects of development are studied by analysing the financial and economic indicators of the telecommunications market players in Ukraine. The analytical information based on the data of the State Statistics Service of Ukraine, which is publicly available for comparative analysis and critical study of the criteria that may affect the development of this sector of the economy, is analysed. The dynamics of changes in the volume of investments in the telecommunications services sector and the impact on the economic and financial condition of telecommunications services enterprises, whose sustainability is proportionally dependent on external subsidies, are systematised. The direct dependence of financial indicators on changes in the global environment and the adaptation of telecommunications market enterprises to new conditions and the involvement of innovations in their core business has been established. The leaders of the Ukrainian telecommunications market are identified, and the risks faced by the most competitive enterprises in the current conditions of globalisation and military risks are determined. The advantages and directions that allow to dynamically mitigate risks and achieve stable results in the face of uncertainty and losses, both financial and physical, are identified. The indicators of the strategy of the telecommunications market prospects identified as a result of the financial and economic analysis are presented. The article presents the results of financial and economic analysis of the strategy indicators of the telecommunications market prospects, taking into account the requirements defined and shaped by military operations in Ukraine and in the world. Monitoring of telecommunications market players has shown that the communications and digital technologies sector in Ukraine is one of the most dynamic and competitive. Despite macroeconomic challenges, such as the COVID-19 pandemic, military operations and regulatory changes, telecoms operators maintain a high level of adaptability, which ensures stable service delivery and investment in infrastructure development. The number of active business entities in the telecommunications sector is showing positive dynamics, which indicates the relative stability of the market even in the face of uncertainty.The analysis of the financial and economic development of telecommunications companies based on the example of Kyivstar PrJSC confirmed the general upward trend in financial indicators. At the same time, the company's financial structure demonstrates a rational approach to resource management, which allows it to increase investments in infrastructure and digitalisation. The positive dynamics of gross and net profit indicates the efficiency of operations and cost optimisation. Thus, the study confirmed that the telecoms market in Ukraine is highly adaptable and growing steadily despite the crisis. Leading operators, including Kyivstar, are implementing development strategies focused on innovation, technological upgrades and expansion of services, which allows them to maintain their leadership positions and provide high quality communication to consumers. The additive model analysis allowed us to clearly define the company's development patterns, identify key factors of influence and formulate forecasts for further market dynamics.