E-banking services in Ethiopia are increasing among low-income populations; however, with over 53 million mobile service users countrywide, more than 85% of the population still lacks access to banking services. A single case study was used to explore e-business strategies that bank managers use to promote the adoption of electronic banking services to the unbanked population in Ethiopia. The extended resource-based view of strategy served as the conceptual framework for this study. Data were collected from interviews with 12 experienced bank managers from leading commercial bank in Ethiopia. Data were analyzed using coding techniques and word clustering, with the help of qualitative data analysis software. After member checking and methodological triangulation, data were sorted into 5 themes including ensuring leadership, creating accessibility, fostering customers' acceptance, leveraging unique features and organizational resources, and building an e-banking ecosystem. The result showed that bank managers need to develop a customer-centric organizational posture and they should focus to build e-banking ecosystem inside and outside the country so that they can realize their vision to become global competitors. The findings from the study may contribute to positive social change for the unbanked communities in Ethiopia by informing bank managers options of e-banking adoption strategies thereby improve the convenience and accessibility of banking services.