The Impact of Digital Transformation on Brands and Marketing Communications Complex of Telecommunication Companies

One of the key trends in the telecommunications industry in the technologically advanced world is blurring the boundaries between mobile services and the wider ecosystem of digital services. Leading operators have moved away from the traditional approach to running a telecommunications business and are realizing new opportunities in a rapidly changing competitive environment thanks to the digital transformation of business processes. The main objective of the study of this work is to study the impact of digital transformation on brands and the complex of marketing communications of telecommunication companies. To assess the impact, a qualitative research method was chosen - an in-depth interview. As part of the study, 9 respondents working in PJSC Rostelecom were interviewed. In-depth interview data was analyzed using the open coding method. Based on the results of the study, recommendations were formulated to improve the complex of marketing communications and brand positioning taking into account digital transformation.