EVOLUTION OF BUSINESS MODELS OF IT COMPANIES OVER THE LAST DECADES: PREREQUISITES AND EXAMPLES OF TRANSFORMATIONS

The article examines the evolution of business models of IT companies over the past decades, devoted to the key factors that influenced their transformation, and provides examples of successful cases. The main stages of the transition from classic product models to service and platform solutions are considered, as well as the role of digitalization, changes in consumer behavior and technological progress in this process. Particular attention is paid to the strategies of companies’ adaptation to new market conditions and the formation of sustainable competitive advantages.