SUMMARY
The purpose of the article is to present the results of research on the direction of changing the content and forms of economic activity of telecommunication enterprises in the process of introducing the newest technologies. The article also proposes a micro model of one of the possible options for increasing the effectiveness of the economic activity of an enterprise by organizing its effective interaction with all participants of the telecommunication market. The study was performed on the example of communication enterprises operating in the communication space of Ukraine. Since the current markets for communication services integrated with the cyberspace of the Internet are virtually global, it can be assumed that the results are typical for other communication spaces. Methodology. Theoretical and methodological basis of the research are monographs, scientific books, scientific articles of modern scientists in the field of telecommunications, the newest information and communication technologies, economic globalization, development of the Internet. The basic documents that form the basis for analysing the performance of telecommunications enterprises are statistical data of the State Statistics Service of Ukraine. Other available Internet publications have also been used. To ensure the validity of research results, the following methods were used: survey methods for clarifying concepts; economic-statistical and method of graphic representation in the study of directions of changes in economic activity of telecommunications enterprises in Ukraine; economic modelling, in particular, the heuristic anaxiomatization approach, in the development of micro models of cooperation of the communication enterprise with other market actors in the process of economic activity, and some others. Results. The conducted researches confirmed the assumption that there is a redistribution of incomes during the introduction of the newest technologies in the economic activity of telecommunication enterprises. The share of revenues from the provision of telecommunications services is declining, the share of revenues from the provision of Internet services is increasing. To increase the effectiveness of economic activities of telecommunications enterprises, a micro model of cooperation has been developed and justified by the enterprise of communication with other market players in the process of economic activity. Practical importance. The micro model of interaction reflects the actual structure of interaction between telecommunications enterprises and all participants in the global telecommunications market. Practical implementation of the model can contribute to increasing the efficiency of the economic activity of telecommunications enterprises in the context of the introduction of new technologies. The model can also be used by other researchers to study various aspects of economic activity in the real market where telecommunication companies operate. Value/ originality. The originality of the results lies in a detailed study of real trends of changes in the content of economic activity of telecommunication enterprises in the context of introducing new technologies, and in the development of a micro model for the interaction of the telecommunications enterprise with all other market players.