ИСТИНА

Abstract Purpose: The purpose of the study is to analyze new trends in the development of telecommunication markets and possible improvements in competitiveness as a result of the introduction of new digital technologies in management using the example of Russian telecommunications companies. Design/methodology/approach: The objectives are achieved by studying the modern characteristics of the development of the telecommunications market. The sample for studying is one of the leading companies on the Russian telecommunication market. The main research methods are statistics analysis and survey to show new trends in the use of digital technologies in product development. Findings: The analysis undertaken in the course of research has shown that the use of digital technologies in management has good prospects in value creation but there are big problems in the involvement of company managers in the process of digitalization Research/practical implications: The research outcomes and their implications can be used for objective assessment of staff performance and quality of e-services. The suggestions for future research may include the development of a transparent system of remuneration using digital technologies in quality management. Originality/value: The value is to evaluate the results of empirical testing of digital methods that can increase the lifetime value of the customer on the telecommunication markets and to assess the involvement of managers in the process of digitalization based on the survey.