The increasing awareness of and demand for mobile deposit hasplaced credit unions at an interesting crossroads.

Waiting too long to launch the service places them at risk oflosing members to competition. However, hastily rushing to marketwith a mediocre solution and fragmented strategy could be even morecostly in the long run.

Credit union executives also continue to debate whether tolaunch mobile deposit as an integrated or stand-alone component.The answer to this debate hinges on the member's experience.

In the mobile world, credit unions are not simply competing withother financial institutions, but also players such as PayPal whoare encroaching on the banking services historically provided bycredit unions.

How your institution deploys mobile deposit will directly impactyour member's reactions and the adoption rate of the solution.

When deployed as an integrated function within an existingmobile banking platform, mobile deposit can be instrumental inattracting new members, increasing deposits and strenghteningmember relations.

According to a study by Javelin Research, approximately 25% ofAmericans would like to deposit checks using a mobile device. Thatnumber increases to 50% when the sample is narrowed to currentusers of mobile banking.

The research further supports early adopters of mobile depositcapture will be the credit union's current mobile bankingusers.

Integrating mobile deposit as yet another feature in yourexisting mobile banking platform will result in a feature-richapplication that members can rely on for all of their bankingneeds. Delivering the best user experience boosts member adoptionand the success of the mobile channel.

Put yourself in your member's shoes. As the end user, making adeposit in one application, exiting that application, opening the“primary” mobile banking application, and then checking to ensurethe deposit went through is anything but seamless. In fact, it'sfrustrating.

When launched as a stand-alone app, members may be required toswitch applications multiple times to complete a simpletransaction, as well as remember various sign-in credentials.Mobile deposit should add valuable functionality and convenience toa mobile banking platform, not create additional headaches.

In today's environment where there truly is an app foreverything, members expect a seamless, effortless experience.Launching a standalone app, even as a stop-gap measure, is a riskymove for any credit union. A dissatisfied member will begin to lookelsewhere for service.

Andrew Tilburyis chief marketing officer at Bluepoint Solutions in Vista,Calif.