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Digitalisation and advancement in mobile technology possess many challenges and opportunities to the banks. This study examines the adoption behaviour of of users and non-users of Mobile Banking in India and also identifies opportunities and challenges associated with the adoption of mobile banking. This work assesses performance expectation, effort expectancy, social influence, facilitating conditions, behavioural intention, and trust to impediments such as perceived risk. The paper discusses both opportunities and challenges. The study has found that young, female educated private sector bank respondents are major users of Mobile banking services. ANOVA result demonstrates a significant difference between users and non-users. Ease of Use (Effort Expectations) is marginally but significantly lower among non-users. The most important challenge in the adoption of MB services are trust and perceived risk. Customers become more receptive to MB services when they discover a lack of complexity. Banks should place a premium on conveying the relative benefits of using MB services and on providing user-friendly MB services. Raising awareness of the benefits and ease of usage is both a significant task and an opportunity. Peer influence and offering MB services lower end handsets will create greater opportunity for the adoption This study's conclusions have significant ramifications for banks, financial institutions, and wireless telecommunications service providers.