A comprehensive analysis of the current business environment for telecom operators, with a focus on the Russian market, is presented, providing crucial insights into the ongoing challenges and opportunities. During the research, an analysis of the financial condition of mobile telecom companies was carried out, taking into account the opinions of leading domestic experts, which allowed identifying key trends and problematic aspects in the industry. Based on the analysis of goals and the investment attractiveness of telecom companies, new methods and strategies are proposed to enhance their efficiency.