PECULIARITIES OF PRICING IN THE ERA OF DIGITAL TRANSFORMATION OF TELECOMMUNICATION SERVICES

DOI: 10.31673/2415-8089.2025.016269

Abstract

The rapid digital transformation of the
telecommunications industry has significantly altered traditional pricing mechanisms, requiring
operators to adopt more flexible and data-driven approaches. This study examines the evolution of
pricing strategies in the telecommunications sector, emphasizing the shift from fixed tariffs to
dynamic and personalized pricing models. The research identifies key factors influencing service
costs, including network congestion, consumer demand elasticity, and data monetization practices.
The paper explores various pricing models such as dynamic pricing, tiered and usage-based
pricing, as well as the increasing adoption of freemium strategies. Particular attention is given to
the role of Big Data and artificial intelligence in tariff optimization, allowing operators to analyze
consumer behavior and predict usage patterns with high accuracy. Additionally, the study
highlights the challenges associated with algorithmic pricing, including concerns over price
discrimination, transparency, and regulatory oversight.
The findings suggest that while digital pricing models can enhance market efficiency and service
accessibility, they also necessitate stronger regulatory frameworks to prevent unfair pricing
practices and ensure consumer protection. Future research should focus on the balance between
market-driven pricing flexibility and regulatory control to foster a competitive and consumerfriendly telecommunications environment.
Keywords: pricing, telecommunications, digital transformation, Big Data, artificial intelligence,
dynamic pricing, personalized tariffs, regulatory challenges.

References
1. Varian, H. R. (2017). Economics of Information Technology. Cambridge University Press.
2. Shapiro, C., & Varian, H. (1999). Information Rules: A Strategic Guide to the Network
Economy. Harvard Business School Press.
3. Rochet, J.-C., & Tirole, J. (2003). Platform Competition in Two-Sided Markets. Journal of
the European Economic Association, 1(4), 990–1029.
4. Armstrong, M. (2006). Competition in Two-Sided Markets. RAND Journal of Economics,
37(3), 668–691.
5. Brynjolfsson, E., & McAfee, A. (2014). The Second Machine Age: Work, Progress, and
Prosperity in a Time of Brilliant Technologies. W. W. Norton & Company.
6. AT&T. (2023). Personalized Pricing Strategies Using AI. AT&T White Paper.
7. European Commission. (2022). Digital Markets Act: Regulations on Fair Pricing Strategies.
8. Tirole, J. (2017). Economics for the Common Good. Princeton University Press.
9. Evans, D. S., & Schmalensee, R. (2016). Matchmakers: The New Economics of Multisided
Platforms. Harvard Business Review Press.