The business model evolution from a telecommunications system to an ecosystem and the subsequent changes in the company PR support

This article explores the transformation of the business model of telecommunications companies from traditional network operators to modern digital ecosystems, using PJSC «MTS» as a case study. Just a few years ago, the primary service offered by such companies was voice and data transmission. Today, they are evolving into multifunctional platforms that integrate financial services, IT solutions, entertainment, education, and other areas. This shift is driven by changing audience needs and the growing pressure to compete with major tech players. Special attention is given to the impact of these changes on the field of communications, particularly on PR strategies. As companies become an integral part of users’ daily lives – not merely as service providers but as universal digital assistants – they must adopt entirely new approaches to communication. This includes a change in tone of voice, content formats, and strategies for building image and reputation. In addition to MTS, the article presents examples of other major Russian brands such as Beeline, MegaFon, and T2, which have also undergone partial transformation and continue to invest in ecosystem development. The article also reviews established ecosystems by companies like Sber, Yandex, and VK.