In its first decade, with large investment in e-banking services could play an important role in the development of Iran's banking culture. Ayntrntbank in 1381 and launched the first service to offer online services in Iran Antqalvjh such initiatives have been organized in this period. This approach solar in the 80's with the slogan "Saman, smart bank", our comparative advantage compared to competitors was seen. Saman second decade of activity by changing the bank's strategy to shift from service-based approach to customer-centered approach was consistent. In this new structure to better respond to different customer groups, strategy and operational processes at both micro and macro levels were defined.