**3. Conclusion**

Currently, the development of the Russian market of telecommunication services, associated with the dissemination of the new technologies, is constrained by the population decrease of the revenues, the need for significant investments to the infrastructure change, by the reduction in average prices per minute and per transfer of one megabyte of data and by increasing the exactingness of consumers of the telecommunication services.

• asymmetrical packages [23], covering the service with low profitability that leads in terms of customer loyalty, and driven high profitability service with low consumer loyalty.

The use of service products in the form of integrated packages of services from the point of view of the consumer is essentially the purchase of services in bulk (a single tariff including voice, Internet, text messaging), which is much cheaper than connecting services separately. For sales offices of telecommunications companies, the implementation of integrated packages is also convenient, since in this situation they offer a single integrated package of service. Previously, in addition to sell the basic service, it was also necessary to sell additional options,

In the service product, created in the form of an asymmetric package of services, the differences between the leading and the driven services, which are usually very noticeable when sold separately, are smoothed out. A leading service with the high loyalty can level out the low loyalty for slave, profitable service, when the consumer is interested in acquiring the leading service in any form, either separately or as part of a service product. Thus, such a service product increases customer loyalty primarily to a profitable service, as its consumption grows with the growth in sales for a "leader" service. As a result, the total revenue on two services, taken separately, is less than the revenue for the service product. The application of the concept of the service product developing for the telecommunication services market in the three types of telecommunications service products should take into account the following trends in changes in consumer preferences in the current state of technologies:

• the availability of any of the services regardless of the location of the consumer;

• access to the gaming capabilities of mobile devices, especially smartphones.

To strengthen the market positions, the telecommunications companies should:

preferences of the telecommunication services consumers;

• the receiving of the content "on demand", in particular, as a mobile video, the share of which in 2017, according to Cisco, was 66.5% of total mobile traffic, compared with 36% in 2012;

• to introduce the new technologies to improve the quality and to reduce the cost of services;

• to increase the share of the supply of service products of these types, depending on the

• to create the strategic alliances for the expanding of the resource capabilities to offer not only internal, but also external telecommunication service products in terms of resources

Currently, the development of the Russian market of telecommunication services, associated with the dissemination of the new technologies, is constrained by the population decrease of the revenues, the need for significant investments to the infrastructure change, by the

depending on the client needs.

16 Telecommunication Networks - Trends and Developments

and of the target function.

**3. Conclusion**

Despite the fact that the technologies provide the continuous improvement of the quality of telecommunication services, the key aspect of interaction between the customers and the companies is currently the characteristics of the customer service process. In the conditions of saturation of the telecommunications services market, customization can be achieved through the formation and supply of the service products. By combining a set of products and services, the service product allows to satisfy simultaneously the needs of various groups of consumers due to the "floating" nature of the primary and secondary perceived utilities, as well as due to the interdependence of the invariant and variable attributes of the service product. In terms of secondary utility in the service product, it is necessary to distinguish additional, accompanying and derivative services.

From the economic point of view, the telecommunication service can be described by the benefits to the consumer, reflected in the invariant and variable attributes of the service. These attributes are combined in the service products in such a way to ensure demand on the basis of maximum possible compliance with consumers' expectations. The interchangeability of telecommunications services, due to the availability of various methods of the information transferring, usually leads to the emergence of new services on the market with improved quality parameters. Complementarity of services in the telecommunications market is supported by its network nature.

The "floating" nature of the primary utility and the digitalization of the economy led to the formation of three types of the service products involving telecommunications services. Domestic telecommunications products, formed on the basis of packet sales technology, combine products and services produced by enterprises and organizations of the telecommunications industry. The external telecommunication service products in terms of resources include the provision of equipment and mobile applications, including the network applications. To ensure this, the telecommunications companies, as a rule, have their own online stores. They also introduce themselves into the social resources network.

The prerequisite for the formation of the external telecommunication service products in terms of target function is the digitization of services in the modern economy. It is these services that represent the primary utility for the consumer. The telecommunication services can form the secondary utility for the consumer when they are a part of the service product together with the additional, accompanying, derivative services.

The main characteristics of the modern Russian market of telecommunication services should be considered the transition from a natural monopoly to an oligopoly, a strategic character of the telecommunication services market to ensure the implementation of state interests, the social significance of this market. The main forms of customization of the telecommunication services market offer are integrated and asymmetric packages of services.

The development of service products of all types plays an important role to increase the performance of telecommunication companies' activity. It is the service products that are the tools that make it possible to increase in the modern market conditions the attractiveness of both telecommunications services and telecommunications companies themselves for existing and potential customers.
