In an era of almost daily news about alternate and mobilepayment solutions in our industry, credit union executives areright to be concerned – not only about the future of theirbusiness, but also of the potential dilution of their brand as newplayers enter the market.

Consider this scenario: Brandon and Nicole need a new lawnmower.They've been saving money for a couple months in their shareaccount, researching different models and watching for deals. Theyplan to use their credit union credit card to make the purchasewhen the time arrives.

The Sunday paper is delivered, stuffed with ads, and Brandonspots the lawnmower he wants on sale at the local big box homeimprovement store. He and Nicole borrow a trailer from theneighbor, load up their two kids and head to the store.

After talking it over with a salesperson, Brandon and Nicoletake the inventory card with the SKU number and head for thecheckout to purchase the mower with their credit union credit card.When they arrive, however, the cashier offers them an alternative –PayPal right there at the POS. No need to dig for a credit card,just punch in a few buttons.

As they corral their two kids, Brandon and Nicole breathe a sighof relief, smile and use the alternate payment platform to cut timefrom the closing of the sale. Nicole doesn't even have to digthrough the diaper bag for her wallet; she just punches in a fewnumbers.

And just like that, the credit union brand is effectivelyremoved from the payment equation. This major purchase experiencewas made easier, and you can bet Brandon and Nicole will rememberit the next time they go to make a purchase – at the grocery store,the movies or when buying birthday presents.

There's a subtle implication each time members take their creditunion cards out of their wallets. When they see that logo, there isan immediate connection – that purchase was enabled by theirrelationship with you.

With emerging payment alternatives at the POS, like PayPal andSquare, that connection is broken, and the branding opportunity islost. The credit union is no longer the connection to thesatisfaction of that purchase, whether it's a cup of coffee or alawnmower.

Providers of alternate physical payment platforms aren't theonly options for your members. Mobile wallets using near fieldcommunications and other cloud technologies are becoming less of“someday” technology and more of a reality everyday.

With Isis testing its solution this summer and Citi partneringwith Google Wallet, it's easy to see the momentum. When mobilewallets inevitably gain traction, the movement will gain steam andquickly.

Although that movement has to-date been a slow roll, but thereis no doubt it is increasing. In a report published in December2011, IMS Research, a United Kingdom-based analyst group, predictedNFC handset distribution to increase 129% in 2012.

According to recently published survey data from Carlisle &Gallagher Consulting Group, among consumers interested in mobilewallets, 80% said if PayPal offered financial services they wouldconsider it as their primary financial institution.

Google would be the choice for 60%, and 60% would also considerApple, which has just recently launched what most believe to be thefirst phase of its mobile wallet initiative.

Keeping your credit union brand in front of members is essentialto maintaining a long-term relationship in which you remainrelevant. If you haven't started the process of researchingpotential partners that can integrate with your online and mobilebanking solution, there is still time.

Going back to our example, Brandon and Nicole had everyintention of paying with a traditional method, using their creditunion credit card. But a more convenient, instant solutionpresented at the point of purchase quickly changed the brandingopportunity.

Disintermediation can, and is, happening just as quickly. Asyour members continue to increase their use of mobile banking, amobile payment function presented as part of the total solution isthe ideal way to protect your brand relevance.

An alternative payment partnership that allows your credit unionbrand to remain in the forefront, while providing the flexibilityand ease of use your members need, advances both your technologysolutions and your relationship with your members.

Brian Day isthe Dwolla Product Leader at The Members Group in DesMoines, Iowa.