The questions that exist is how do we retain and attract electronically oriented high balance savers against the ING, E-Trade and HSBC’s. We start by creating a competiting proposition that capitlizes on the high rate they desire and adds value over and above the competitiors value proposition. The intagibles that we already have are a brand that they know and trust and the delivery channels for transactions. We need to simplfy our offerings and fulfillment mechanisms for the members and add value beyond the interest rates being offered. A couple of options could be excess share insurance, rewards, free checks. We do not necessarily have to fully match rates and we could possible get by with requiring a minimum balance to insure the neccessary balances to reach margin expectations. Primary operational challenges will be cost structures and dissintermediation.
