This article studies the endogenous diffusion and impact of a technological innovation capable of reducing costs: Internet Banking. The bank's replacement, namely ICBC, has successfully launched its Internet-based private banking service. The deputy director of e-banking considered the entire project, from a structural and qualitative point of view, to be a success. In this case he needs to expose the understandings and lessons internalized throughout the entire course of the project. Furthermore, various issues were raised during this intellectual journey, including challenges regarding information system implementation, information system design and, above all, feasibility analysis. This case is about how he faced challenges and developed a plan that brought enormous benefits to the bank. ISSUES Various issues are discussed in the case. These issues will be highlighted below: - The main challenge has been the continuous promotion of the existing banking system and channels for the installation of a new state-of-the-art IT infrastructure. In this regard, changes made to the structure and operation of the financial institution have called into question the regulatory structure of the bank.- Furthermore, the subsequent development of innovative banking products on the skeletal structure of information technology.- Another tactical objective on the strategic map banks 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 bank's core banking system was product oriented but the need of the hour was to develop a system oriented customer system because the challenge is to build customer loyalty, cross-sell and increase repeat business. The sector is made up of a continuum of banks that produce a homogeneous product: the banking service. Domestic competition, like foreign competition, is violent. Not to forget the fact that ICBC was not the first bank to embrace internet banking. So, this is one more reason that puts the bank in the most precarious position to continuously protect itself from the growing competition. Another crucial issue was that of multi-channel integration – call centre, branch, ATM and Internet – which is extremely important for a large financial institution like ICBC to attract and retain customers with the promise of account access “anytime, anywhere ”. Customers are eager to have the kind of flexibility needed to use the most appropriate channel at a given time. Continuing with the same point, ICBC was also concerned about the relative penetration of the existing and new customer base to gain access to the banks' new technology proposition..