Abstract
Purpose of the research. To conduct a comparative analysis of mobile banking development in developed and developing countries, and to identify factors affecting the success of its implementation and adoption. Methodology. This research is based on the analysis of highly cited scientific articles and mobile banking data published in the Scopus database. The current method includes systematic literature review, as well as comparative analysis of adoption factors, measures and barriers. Originality /value. This research contributes to the literature on mobile banking development and conducts comparative analysis of factors, measures and barriers related to mobile banking adoption in various economic contexts. In addition, it examines economic, technological, cultural and other factors and measures that facilitate or limit its success, and practical recommendations will be offered for all markets for adoption of mobile banking services. Findings. The research results revealed that during adoption of mobile banking services there can arise various issues in different markets. In developing economies challenges such as transaction costs and limited access to services and the internet hinder the development of financial inclusion. In developed countries customers prefer more convenience and user-friendly apps. Differences in economic conditions, access to technology and regulatory approaches significantly impact the success of mobile banking and require adapted strategies for effective implementation.