Do the mobile wallets are effective? An empirical analysis among the rural users in the state of Telangana Addela Shirisha*, Reddy M. Siva Koti** *Research Scholor, Department of Management Studies, Vignans University, Guntur, (A.P.) India **Assistant Professor, Department of Management Studies, Vignans University, Guntur, (A.P.) India Online published on 24 October, 2019. Abstract The recent Indian mobile wallet market is in high diffusion stage and witnessed for an exponential growth. It is anticipated that the wallet market is going to incline by 2020 to US$6.6 billon. The augmented smartphone usage rate, high penetration of internet and the continuous strong support by the government after the demonetization are the various reasons to embellishment of the mobile wallet market in India. The attractive offers of the mobile wallet companies are also another major reason, which facilitates to establish the mobile wallets’ market. Variety of applications such as, money or banking transactions, mobile recharge or bill payments, ticket bookings, utility applications have been attracting the new customers in the rural area and caused for the Top Keywords Mobile Wallet, Perceived value, Ease of use, Trust, Perceived security, Self-efficacy customer satisfaction andcustomer loyalty. Top |