Role of m-Banking for Indian Rural Consumers, its Adaptation Strategies, and Challenges: Consumer Behavior Analysis

An information technology is a part of modern society for completion of their daily schedule with sophisticated accuracy, effectiveness, efficiency and maintaining transparency. However, modern technology penetration into root level in modern Indian society is not in an appreciable in particular of rural India. Among different applications of wireless communication means a significant application is m-banking. Mobile banking mainly concerned the things of a transaction as well as financial services. In this paper, we discuss adaptation strategies and make an analysis of rural consumer behavior about mobile banking. Similarly, we discuss different mobile banking facilities and upcoming facilities which should be utilized by rural Indian people to connect rest of the world with efficiently. With that, we have a study, which factor play significant roles in rural India for deep penetration of mobile banking. As well as, study about his behavior and make an analysis of rural consumers for adaptation of beneficial technology and services to come out from a root and play at tip position in modern society. It is evident in recent time that mobile devices or handheld devices like PDA (Personal Digital Assistance) application are widespread due to its cost, ease of use, efficiency, and effectiveness. But optimum penetration exhibit inhibits by social misconception such as security and not maintain transparency before, during and after transactions.