FINANCIAL STATE AND DEVELOPMENT PROSPECTS OF THE OPERATORS IN THE MOBILE MARKET

Abstract

The article provides an in-depth investigation of the financial and economic state of the operators in the mobile market and a determination of the prospects for their further functioning. To achieve this goal, a wide range of general scientific and special methods were used, the main ones being: methods of generalization and synthesis, scientific abstraction, analytical diagnostics, induction and deduction method, statistical method of standard deviation (absolute and relative) based on the use of representative sample observation. The conducted analysis of the financial and economic status of the target market participants showed that the mobile market operators demonstrated a relative increase in revenues during the research period, where the largest share of profitability remains with the market leader - PJSC Kyivstar. In the course of identifying the potential financial and economic opportunities for the companies in the mobile communications market, it was found that it is extremely important for the operators to address the issue of building capacity for the development of new communications standards, where mobile Internet, mobile advertising, and the creation of new tariffs and services remain among the promising areas. On the basis of the conducted research, it is identified the key directions of the target market development, which consists of the improvement and diversification of mobile communication services through the transformation and reorientation of business processes, the formation of "smart" infrastructure and increasing the level of economic efficiency of market operators. It is proved that only if strategic priorities are implemented in the direction of creating an attractive investment climate in the mobile market, there are prospects for sustainable business development and continuity of mobile communication services to meet the needs of consumers and maximize profits for enterprises in the industry.

Keywords

• mobile operators
• mobile market
• mobile communication services
• digitalization of society
• level of profitability
• financial state