The article delves into the multifaceted realm of the Economic Value of Investment Activities (EVIA) within Ukrainian mobile providers, traversing the intricate landscape of value creation and financial dynamics. At its core lies a nuanced exploration of the challenges that reverberate throughout the industry, with a particular focus on the evolving paradigms of customer value perception and the intricate web of financing strategies. These challenges, deeply entrenched within the structural fabric of the Ukrainian telecommunications market, transcend mere managerial oversights, reflecting broader systemic intricacies that necessitate a paradigm shift in investment strategy assessment. In response to these exigencies, the authors advocate for a transformative methodological framework that transcends conventional metrics, one that integrates the diverse perspectives of stakeholders and harnesses the analytical prowess of the Distance from a Benchmark Method (DBM). This innovative approach not only offers a holistic understanding of EVIA but also facilitates a comprehensive comparative analysis across multiple companies, illuminating the nuanced interplay of various factors shaping investment efficiency within the multifaceted telecommunications sector. By applying the DBM approach to EVIA assessment among Ukrainian mobile operators, the article unveils profound insights into the fundamental challenges plaguing optimal capital utilization, the dynamic nature of customer preferences, and the strategic imperatives of financing differentiation. In doing so, it provides a roadmap for strategic intervention and optimization, equipping industry stakeholders with the analytical tools necessary to navigate the complex terrain of investment activities in the ever-evolving Ukrainian telecommunications market.