At the present stage of the development of the digital economy especially relevant are the technologies that are universal in nature and will be able to change the business processes of modern Internet companies. One of such directions is cloud solutions that allow, among other things, faster access to the necessary information, minimizing the locally occupied memory, by shifting basic information operations to remote capacities, while accelerating many processes and making the expensive infrastructure unnecessary. However, it is worth noting the existence of a number of restrictions related to insufficient awareness of companies as to new solutions, as well as their link to existing solutions, which makes it quite difficult for them to fulfill transition to new, more efficient cloudbased instruments. The authors analyze the key factors of both positive and negative nature, which in some way or another influence the decision-making by digital companies on the beginning of active application of this complex of new technologies. A substantiation for the feasibility of such innovations is provided. The main trends of digital economy development and the process of digitalization with integration of traditional industries therein are considered. The main advantages and contradictions of implementation of the cloud technologies on a wide basis are shown. The relationship between the growth of quantity of information in the digital economy and the need to create effective mechanisms for processing and storing it based on the Public Cloud technologies is specified. The peculiarities of the API-first business model of companies that are actively developing in the face of growing global volume of information are considered. Examples of the positive effect of using cloud computing technologies in the digital product creation are presented and the industry's major players are listed. The importance of government initiatives for implementing innovations is noted. Actual directions of increasing the potential of using cloud technologies in business are identified.

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Tiutiunnykova S. V., Riabovol D. A. Features of Competition in the Context of Digitalization of the Economy Dynamic changes in the market bases of the economy under the influence of digital technologies are displayed. Logistics, minimizing transaction costs, speeding up the process of circulation are the benefits that the digital economy brings. All these factors coexist with a number of serious threats. Digital formalization and desocialization of economic activity, concentration of information power and increased consumer manipulation lead to a fundamental social uncertainty. Institutional changes are supposed to remove growing uncertainty and risks by ensuring the safety and freedom of consumer choice. The changes in the list of the world's largest companies by capitalization since 2008 illustrate the growing importance of the high-tech industry on a global scale. The article shows the tendencies of formation of the market imbalances in the market shares of players in certain areas of the digital economy, and provides examples of expanding the scope of presence through the acquisition of smaller start-ups with significant innovative potential. Removing the uncertainty of socioeconomic development as well as reducing gaps due to incomes or education lies in the plane of social control on the part of society over the dynamic technological and economic changes. Only a mature society is able to form the quality of the institutional environment in which it becomes possible: firstly, to extract the maximum result from modern technologies; secondly, to distribute it on the fair basis; thirdly, to keep a person's habitat comfortable for his life. The digital economy should serve human development and well-being, not virtualize a human and subdue him the newest technology. Formation of new institutional mechanisms to counter unfair competition were needed, which would be the prospect of further research into the problem.