The case study is about ICICI bank and formerly Industrial Credit and Investment Corporation of India. It is India's  largest private sector bank and second largest if we based to its assets. The planning that ICICI done is to target the lower class people or the poor. Since it belongs to the BOP, they targeted the people that is in the bottom of the pyramid. As an innovation strategy, ICICI is the first bank that make a website so that we the public can easily reach them. They also introduce the online bill payment so that the payments of the customer can be easy and hassle free. They introduce the so called virtual banking because the customers can see them on the virtual world. Even if their clients are on their respective houses, they can transact to the bank. This innovation get them one million online customer. If we look at their action nowadays, we can say that the application is very simple but as we go back to the time when they launch it, it makes a big impact on the company and the client itself.

One of the goal of the company is to target the people on the rural areas which i think is very important and helpful. They value their customers and i think that every company must do it. It is a must for a company to value their customer because their customers are the ones who will give them profit. The company became successful on their actions and it truly helps the poor people. The concept of the application is very simple but can give more customer satisfaction to the customers. I like the strategy of the company and I think that we can apply this concept on the different country that needs it.