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MasterCard rolls out BlackBerry app to expand ATM mobile offeringBy
The ATM Hunter application lets consumers search by financial institution and find ATMs that are subcharge free. The application is also available for Apple’s iPhone and iPod touch.
“On the heels of the success of the MasterCard ATM Hunter for iPhone, we are expanding our ATM mobile offerings to BlackBerry smartphones,” said Cheryl Guerin, senior vice president of digital marketing at MasterCard Worldwide, New York.
“MasterCard launched ATM Hunter for Blackberry smartphones because it is the number-one smartphone platform in the country and we are focused on helping make life easier not only for MasterCard cardholders, but for all consumers,” she said.
“Each year, more than four million consumers contact MasterCard via the Web, phone and wireless via SMS to find ATM locations when they need them, wherever they are – quickly and easily.”
Here is a screen grab of the application:
The application uses the BlackBerry platform’s location awareness technologies to pinpoint the search and locate the nearest ATM, whether it is in a bank, restaurant, airport, retail or convenience store.
Consumers who do not have a GPS-enabled BlackBerry device can search for nearby ATMs using MasterCard’s database of ATM locations.
“We think there is a value that consumers get by providing information on where they to can find their financial institution to avoid deposit or withdrawal fees, and therefore save time and money,” Ms. Guerin said. “The application lets consumers connect with the things they need, when they need them.
“We aim to build affinity toward the MasterCard brand in this way,” she said. “Our audience is men and women, 24-50 years old, who see mobile devices like the BlackBerry and iPhone, and the Internet as indispensable to their lives.
“They are tech savvy and look to mobile platforms to make every aspect of their lives easier.”
Here is another screen grab of the application:
Users can customize search by banking needs or focus on a specific bank if they need to make a deposit or withdrawal.
Additionally, the application identifies wheelchair accessible, drive-through, or 24-hour access ATMs and provides directions to consumers.
“We are continually evaluating mobile platforms that are embraced by consumers and help make their lives easier – if we find that there is a need for this type of app on other mobile devices, we are certainly open to meeting the need,” Ms. Guerin said.
“For MasterCard, mobile is integral to our overall digital strategy,” she said. “We have a number of mobile programs in development and plan to roll out additional utility-based ones before year-end.”
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