The article deals with one of the most important issues – the problem of competitiveness in the telecommunications market and its improvement at the current stage. The process of globalization, which requires fierce competition between companies, and the implementation of certain measures aimed at improving the quality of products and expanding services, optimizing costs, increasing profits and improving competitive positions and factors in the telecommunications market, through the introduction of new technologies. The article analyzes the essence of competitiveness and its impact on the market, defines the entity that operates in the market and leads a competitive struggle, transfers the concept of competition to different levels, determines the determining factors and opportunities for the development of telecommunications companies in their market niche. Competitiveness should be a convenient and understandable way for business entities to function on the market and is aimed at ensuring the improvement of the efficiency of the industry where the enterprise operates. At the same time, telecommunication companies should create and develop a favorable internal economic environment to stabilize, stimulate the development of their business and introduce new technologies to expand their market positions. To study the level of competitiveness of the object, different assessment criteria should be used, which are the basis for calculating individual and group indicators. The article analyzes the measures that must be taken by leading companies in the telecommunications market to improve and maintain their competitive positions through innovative development and introduction of new technologies.