Mobile phone service is increasing among low income populations; however, with over 1 billion mobile service users worldwide, many people still lack banking services. Banks do not reach out to the poor because of the high operational costs involved. Scholars and industry practitioners have indicated that mobile phones could be an alternative channel for delivering financial services to the less advantaged and unbanked, without requiring a traditional bank with a branch network. The purpose of this bounded case study was to explore the strategies bank managers used to implement the new mobile banking service to the Ethiopian community. The new product development theory served as the conceptual framework for this study. Twenty experienced bank managers were interviewed from the leading private bank in Ethiopia. Data were segmented and categorized. After member checking and triangulation, data were sorted into 4 themes: development, testing, commercialization of new products or services, and an organizational commitment to adopt new technologies and innovative processes. The findings may contribute to the body of knowledge regarding strategies bank managers can use for implementing and introducing new products in order to contribute to the prosperity of individuals, businesses, and communities. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]