MasterCard is letting customers search for and find the nearest ATM via an application for Android-enabled devices.

Consumers can customize their search based on their banking needs, including the ability to search for a specific financial institution if they need to make a deposit. The application is available as a free download in Android Market and is also available on iPhone and BlackBerry devices.

“MasterCard’s goal is to deliver innovative applications and services that help make life easier not only for MasterCard cardholders, but for all consumers,” said Cheryl Guerin, senior vice president and group head of U.S. Marketing at MasterCard Worldwide, New York.

“MasterCard ATM Hunter helps consumers keep more of their money by tailoring searches to their specific financial institution, helping them avoid bank fees,” she said. “MasterCard first launched this application on both the iPhone and Blackberry in 2010.

“It is a natural progression to bring it to the active and growing Android user base as well.”

Money, money, money
MasterCard’s ATM Hunter application lets consumers report a problem for an ATM location.

The new feature lets user communicate with the company to report on non-working ATMs or an ATM that no longer exists in the location noted.

“Mobile is a key pillar in MasterCard’s overall initiative and helps solidify and strengthen the way the brand engages consumers in conversations to ultimately make their lives easier,” Ms. Guerin said. “Each year, more than four million consumers contact MasterCard via the Web, phone and wireless – SMS – to find ATM locations when they need them, wherever they are – quickly and easily.

“We think there is a value consumers get by providing information on where they can find their financial institution to avoid deposit or withdrawal fees, and therefore save time and money,” she said.

Mobile ATMs
Consumers can search by ATMs that are surcharge free, offer 24-hour access, handicap accessibility or deposit capabilities.

“We hope to generate awareness and highlight how, through its functionality and ease-of-use, the MasterCard ATM Hunter makes consumers lives easier, helping them avoid bank fees,” Ms. Guerin said. “Of course we also promote and cross-sell our mobile apps on our Web properties as well.

“MasterCard is constantly expanding its mobile offerings, and providing a value to consumers with information on the go,” she said. “We have a number of mobile programs in development and plan to roll out additional utility-based ones before year-end.”

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York