INNOVATIVE DEVELOPMENT AND FINANCIAL POTENTIAL OF COMMUNICATION ENTERPRISES: STRATEGIC APPROACHES TO ENHANCING COMPETITIVENESS IN THE CONTEXT OF DIGITAL TRANSFORMATION
Abstract
The article extensively analyzes the innovative development and financial potential of telecommunications enterprises in the context of globalization and rapid digital transformation of the economy. The author emphasizes the role of innovative technologies such as 5G, cloud services, blockchain, and artificial intelligence in ensuring the competitiveness of companies in the industry. Key challenges faced by telecommunications companies are discussed, including investment deficits for infrastructure modernization, high costs of implementing advanced technologies, intensified international market competition, growing cybersecurity risks, and the need to adapt to regulatory changes. The financial potential of leading Ukrainian telecommunications operators ("Kyivstar," "Vodafone Ukraine," "Lifecell") is examined, highlighting their strengths and potential areas for improvement. It is noted that PJSC "Kyivstar" holds dominant positions in key financial metrics including revenue, net profit, and subscriber base. However, all companies in the industry share needs for optimizing financial flows, attracting venture capital, and implementing analytical platforms for cost analysis. The article also explores innovative approaches to risk management, particularly the use of artificial intelligence, machine learning, and blockchain technologies. The importance of integrating innovation development strategies into overall business models is underscored, enabling companies to rapidly respond to external challenges, improve service quality, and enhance customer orientation. Special attention is given to the implementation of agile and lean business models, which ensure company adaptability to market changes and increase operational efficiency. The role of partnership ecosystems in the development of the telecommunications sector, facilitating additional resource mobilization and knowledge exchange, is also highlighted. Furthermore, the article discusses the importance of innovation in human resource management, including the upskilling of employees in financial analysis and innovation management. Based on the analysis, strategic directions for improving the activities of telecommunications enterprises are proposed, including optimizing financial resources, developing innovative technologies, enhancing risk management effectiveness, and integrating modern digital platforms.
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