A few weeks ago there wasn't a single dedicated ATM finder in Apple's App Store, and now there are three, not counting the bank-branded versions (more on that below). MasterCard is the latest entrant with a cute app called ATM Hunter (see inset; iTunes link) launched six days ago.

The free app can lead you and your iPhone to any of more than one million ATMs worldwide. The app automatically senses your location and lists nearby machines. And it's integrated with Google maps so you can map the location with a single click.

Unlike other ATM finders, MasterCard's version has a helpful filter to zero in on the following ATM types:

• surcharge-free
• drive-thru
• wheelchair accessible
• 24-hour
• deposit sharing

It also has a "share" function (upper-right of second screenshot below) that allows you to text the ATM location to a friend or to yourself for later reference. 

Here's what's in the app:

                         Main page                                   List after "location" search

              Filtering by feature                                           ATM detail

The launch is supported with a webpage at MasterCard's Priceless.com (see screenshot below).

Bottom line: It's an excellent app that should prove popular; however, I wonder if MasterCard is encroaching a bit on its banking clients' turf. Location-based ATM/branch finders are one of the cornerstones of a retail bank's mobile application (note 1). If customers are already using MasterCard's app, they have less reason to go mobile with their own financial institution.

On the other hand, the vast majority of financial institutions that don't yet have their own mobile app can safely recommend MasterCard's app and keep customers from using a banking competitor's app. 

MasterCard's ATM Hunter landing page (link, 10 April 2009)

Notes:
1. For more info, see our Online Banking Report on Mobile Banking: iPhone Edition.
2. Apple is approaching 1 billion downloads since the App Store opened last July. The company is celebrating the coming milestone with a $15,000 gift to the person that downloads lucky 1 billion. It also has a huge ticker on its website (below) that counts to the big number in real time (here).

Billion-download counter at Apple's website (10 April 2009, 6 PM Pacific)