ASSESSING THE DEVELOPMENT OF MOBILE BANKING IN THE CONTEXT OF DIGITAL TRANSFORMATION OF THE BANKING BUSINESS IN UKRAINE

The future of the banking sector lies in the further development of competition between banks, increasing the efficiency of banking activities and strengthening innovative processes based on digital technologies. Mobile banking is a significant element of banking activity digitalization. The purpose of the article is to study the level of development of mobile banking in Ukraine and its influence on the efficiency of the bank's activities, as well as the development of digital transformation strategies for the banking business. The methodological basis of the research is general scientific and mathematical methods, in particular, coefficient analysis, rating methods, strategic analysis, statistical methods, as well as matrix, tabular, graphic methods are used. The object of the study is the activity of banks in Ukraine.The ranking of the mobile applications of the 13 most powerful banks in Ukraine based on 28 criteria was conducted, as a result of which it was discovered that Ukrainian banks have more functional applications compared to banks with foreign capital. The impact of mobile banking on the bank's performance indicators was researched. The results of the study confirm the positive impact of mobile banking on the effectiveness of banking operations related to the attraction of clients and individual customer service. As part of the SWOT analysis, the main factors that contribute to the implementation of mobile banking in Ukraine were identified. Based on the conducted SWOT analysis, alternative strategies for further digital transformation of banks were developed in order to adapt to fickle market conditions.