ASSESSMENT OF THE COMPETITIVENESS OF CELLULAR COMMUNICATION OPERATORS
The article deals with the competitiveness of cellular operators. The cellular communication market is developing dynamically and at the same time is a priority direction for investment. Given the specifics of the market under study, the basis for development, obviously, is the use of innovative technologies. Cellular communication in the modern world is on the verge of transition to a new generation of networks. Market consumers are people of absolutely different categories: men and women; adults and children of all ages; people of different social statuses and positions. The assessment of the competitiveness of a mobile operator is aimed at choosing sustainable competitive advantages and ranking each indicator in order of importance. The flexibility of the tariff policy of the Big Four operators allows them to remain highly competitive and thus retain customers. The purpose of this article is to develop measures to strengthen the position of the operator in the competitive telecommunications market. To achieve this goal, internal and external factors that affect the attractiveness of companies for customers are identified, a competitiveness polygon is built, a swot analysis is carried out, and measures are proposed to increase the competitive advantages of a mobile operator. Increasing the competitiveness of companies in the analyzed market will serve as a lever to improve the standard of living of the population, since it affects different areas.