This article studies the endogenous diffusion and the impact of a technological innovation making it possible to reduce costs: Internet banking services. The banking study, namely ICBC, has successfully launched its private banking service on the Internet. The deputy director of e-banking considered that the entire project was a success in terms of design and satisfactory quality. This is the case he needs to expose the understandings and lessons internalized throughout the course of the project. In addition, various questions were raised during this intellectual itinerary, including challenges related to the implementation of the IT system, the design of the information system and, above all, the feasibility analysis. This case is about how he faced challenges and developed a plan that benefited the bank immensely. ISSUES Various issues are addressed in the case. These issues will be highlighted below:- The main challenge was seamless promotion of the existing banking system and channels for installation of new state-of-the-art IT infrastructure. In this regard, the changes in the structure and operation of the financial institution have challenged the regulatory structure of the bank.- In addition, the further development of innovative banking products on the framework of information technology. - Another tactical focus on banking strategy The aim was to strengthen associations and interactions with private customers by offering better product delivery and in doing so leveraging the use of the Internet as a medium. Initially the core banking system of the bank was product oriented but the need of the hour was to develop a customer oriented system as the challenge is to build customer loyalty, cross sell and improve customer loyalty . The sector is made up of a continuum of banks which produce a homogeneous product: banking services. Both domestic and foreign competition are violent. Not to mention the fact that ICBC was not the first bank to adopt Internet banking. This is therefore one more reason which places the bank in the most precarious position to continually protect itself from competition. Another crucial issue was that of multi-channel integration – call center, branches, ATMs and the Internet – which is extremely important for a large financial institution like ICBC to attract and retain its customers with the promise of access to the account “anytime, anywhere”. Customers want the flexibility to use the most appropriate channel at any given time. Continuing on the same point, ICBC was also concerned about the relative penetration of existing and new customers to access the bank's new technological proposition..