TO IDENTIFY THE NATURE OF THE DIGITAL TRANSFORMATION OF BUSINESS MODELS OF INFORMATION AND COMMUNICATION
The article reveals the features of the digital transition of the infocommunication business to the integrated model. The results of the analysis of the directions of development of ecosystems of products, services and customer service of the largest information and communication companies, their strategic objectives for various business models and market segments are presented. The article considers the synergetic potential of convergence of information and communication products, services and services by increasing the scale of activities, creating additional value, optimizing costs and business processes.