Journal of Xi'an University of Architecture & Technology ISSN No : 1006-7930 USE AND ADOPTION OF MOBILE BANKING IN RURAL AREAS OF INDIA: A DESCRIPTIVE STUDY ON EMERGENCE OF E-BANKING Bhagyalakshmi Burra Research Scholar, Carrer Point University Dr.K V Ramana Murthy Research Supervisor, Career point University ABSTRACT Rural banking is the oxygen producer, since it provides food for urban use. Digital convergence has been a voice in the worldwide banking sector. The term digital inclusion enables citizens to take part in the information ecosystem with the skills of base technology that contributed to an improved macro-economic efficiency. Initialized financial inclusion drive for exclusion by Indian Government (GOI). Financial inclusion fosters development. Mobile banking is a significant and developing tool for carrying out banking transactions. In a developing world like India, it has immense potential. Payments and programs are offered to rural communities at reasonable rates. Latest Telecoms advances have proved to provide mobile banking and clients with boon: one of them is Mobile Banking, which provides clients with services such as short messaging, transfers to funds, account information, check book issues etc. with a bank's contact through mobile telephones. Today, nearly all banks across the world are offering mobile banking services to their clients. This paper analyzes mobile banking use and acceptance in rural areas of India. Keywords: I. INTRODUCTION In our lives, the influence of technology is pervasive and a world without it cannot be visualized. Innovations in various places across the world have made our lives very simple and relaxed. The spread of technology is extremely deep and rapid in every area of our lives, for example in any part of the globe, including every established and emerging country like India, there have been tremendous growth in the telecommunications industry. India's banking industry enjoys a 23% annual growth rate that contributes almost 6% of GDP and about 7,4 million workers and the world's biggest bank indices have outperformed, at 36,76%, with the largest return on shareholders. A significant step in the growth of the banking sector is the current economic agenda. The report from the Narasimham committee offered the Indian banking sector a new path and several international banks were in line to invest in Indian banking. The two directions between market conditions and the growth of the Volume XIII, Issue 2, 2021 Page No: 175 Journal of Xi'an University of Architecture & Technology ISSN No : 1006-7930 banking industry have been defined by Kumbhar. He also talked regarding the new millennium's metamorphic development in banking. Emergence of E-Banking First in the 80's, online banking began. In the late 1980s the word internet was renowned. During its development, internet banking involved use of computers, keyboards and TV (or monitor) with the purpose of utilizing a telephone line to approach the banking system. The internet systems began in New York in 1981 when the videocontrolling scheme provided domestic banking services to four major banks (Citibank, Chase Manhattan, Chemical and Hanover manufacturers). In France it was later popularized the idea of video-text. In the UK, the Nottingham Building Society (NBS) launched the first domestic online banking services in 1983. It was based on the Prestel method in the UK and was connected to the phone system and TV set by a computer, such as the BBC Micro or keyboard (Tandata). It provides consumers with the opportunity to pay their accounts and accounts to other banks for petrol, power and telecommunications companies. Globally, IT has developed from a mere method for automating existing functions to an essential tool in decision making and to a major factor in offering customer care. In the banking sector, e-banking was seen as an unfolding revolution. For example, 20 years ago 70% of all consumer financial transactions were carried out in the banking industry of developing countries around the world through a bank office of brick-and-mortar structures. Nowadays, a subsidiary or the lobby of the central bank office works under fewer than 30% of the same customer financial transactions. E-banking provides new enterprise contacts, evaluating new goods and services, and carrying out business analysis and other enquiry with reduced financial and other expenses, from diverse multinational enterprise partnerships. Mobile Banking Mobile banking also names m-banking, SMS banking, and so on, according to Tiwari and Buse (2007). Mobile banking is the concept used for mobile computers such as a portable computer, such as aniPad, mobile phone, for the operation of account transfers and tests on balance and credit applications. Mobile banking is a facility that financial and banking organizations deliver to customers using smartphones like mobile telephones and other devices. Mobile banking in India began in 2003 with the HDFC bank. The Reserve Bank of India has taken many measures to promote and expand the use of payments through mobile banking. The central bank has taken the decision to abolish the Indian Rupees 50,000 transaction cap and the bankers have been allowed to establish their own transaction limits. “A survey in India has shown that over 43,7 million cell phone consumers use mobile banking services. The Bank of ICICI first has connections to mobile banking by 17.75 million people. The second most significant is the 9.1 million-user HDFC subscribers, led by 6.13 million State Bank of India subscribers. Volume XIII, Issue 2, 2021 Page No: 176 Journal of Xi'an University of Architecture & Technology ISSN No : 1006-7930 Mobile banking has reduced the physical barrier between consumers and banks, which has rendered banks more available. Various financial transfers will now be carried out independently of time and location. Mobile banking has the potential to be transformational because: It may be cheaper than conventional banking, if the offering is competitive. It uses existing mobile communications infrastructure which already reaches unbanked people It may be driven by new players, such as telcos with different target markets from traditional banks It may harness the power of new distribution networks for cash transactions, such as airtime merchants, beyond the conventional merchant POS or ATM networks of banks. II. REVIEW OF LITERATURE Yang & Ahmed (2009) presented a case study of underdeveloped nation about the major issues and challenges that can rectify for the improvement in e-banking. The researchers examined the application of e-banking that can help their local banks to reduce the operating costs and provide a better and fast service to their customers in less developed nations. The study also focused on the current trends of online banking and suggested managerial insights for the banks of underdeveloped nations. This study was an empirical study based on data collected from Bangladesh an underdeveloped nation. The further research can be conducted to find out the reason of unsatisfactory growth in online banking in rural banks in India. Thulani et al. (2009) Three functional layers of knowledge, communicative and transactional Internet banking defined. At an information stage, the marketing information of the bank's goods and services was listed by the banks on a standalone server. The danger is very limited as database systems may not provide a link between the server and the internal network of the bank. Online banking communicative degree allows for contact between the networks of the bank and the consumer. It is confined to e-mail, account questions, credit queries, static file changes and no movement of funds. Internet banking activity volume enables bank customers to electronically move money, pay bills and make other on-line banking transfers to/from their accounts.” In contrast to two other levels, there are greater levels of danger in the trade. Vinayagamoorthy and Sankar, (2012) “Mobile Banking, also known as M-Banking, can perform various functions like mini statement, checking of account history, SMS alerts, access to card statement, balance check, mobile recharge etc. via mobile phones”. Banks want to reach each and every consumer and want to increase their customer base that’s why they are constantly doing technological upgradation. MB offers so many advantages such as people who are living in the rural or remote areas can also get an easy access to mobile banking whenever they require. Volume XIII, Issue 2, 2021 Page No: 177 Journal of Xi'an University of Architecture & Technology ISSN No : 1006-7930 Miss. R. Elavarasi and Dr. S. T. Surulivel (2014) Defined the different e-banking services available to customers and the customers degree of Internet banking satisfaction. Data analyzes indicate that the customer's age, academic qualification, profession, sales level are essential determinants of the use in the field of analysis of different banks' e-banking services. Laforet and Li (2015) “Investigated the barriers to the Chinese consumers’ online banking adoption”. They found that the most important factor that motivates the people to adopt the service is, Security. “The perceived credibility the people are having in the system, to conclude the transactions securely and to maintain the privacy of their personal information that in turn affects the voluntary acceptance of the mobile banking. Datta, (2017) After the demonetization, India drastically decreased cash dependence. This illustrates the progress of the empowering cashless scheme. According to information reported since demonetization, cashless transactions have been successfully boosted and measures by different government departments that push citizens into cashless transactions. III. OBJECTIVES OF THE STUDY The main Objectives of the study are stated as follows: 1. To understand the concept of E-banking and M-banking. 2. To analyze the awareness of Mobile Banking Apps in Rural Consumers of Banks 3. To analyze the reasons of Rural consumers for not adapting Mobile Banking IV.