Title: Enablers and barriers of mobile banking opportunities in rural India: a strategic analysis

Authors: Abhishek Behl; Manju Singh; V.G. Venkatesh

Addresses: Symbiosis Institute of Research and Innovation, Symbiosis International University, Pune, India ' Humanities and Social Sciences, Manipal University Jaipur, Jaipur-303007,Rajasthan, India ' Symbiosis Institute of Business Management, Bengaluru, Symbiosis International University, Pune India

Abstract: The development of financial inclusive sector in India has been promising with mobile technology playing a prominent role. The rate of growth of rural teledensity is phenomenal. Mobile banking (M-Banking) has therefore proved to be a win-win situation for both banks and telecom companies. On a parallel track, it is seen that acceptance and adoption of mobile as a channel has been an issue in rural areas. There seems to be dearth of analysis of factors resulting in the slow rate of growth. This paper attempts to dig out barriers and enablers of M-Banking in rural India and weave them using an interpretive structural modelling (ISM). The model results in connecting the dots and help the policy makers of banks and telecom companies analyse the issues faced at various levels. The results will add to the body of literature and simultaneously help practitioners to understand the various levels of implementation.

Keywords: mobile banking; m-banking; business excellence; rural inclusion; interpretive structural modelling; ISP; telecom strategy; telecommunications; India; enablers; barriers; rural areas; rural communities.

DOI: 10.1504/IJBEX.2016.077999

International Journal of Business Excellence, 2016 Vol.10 No.2, pp.209 - 239

Received: 08 Sep 2014
Accepted: 19 Oct 2014
Published online: 31 Jul 2016 *

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