So yes, first do SMS for mobile. THEN do the smartphone app. And more smartness from Mastercard. There are more Blackberry users in the USA (and in the world) than iPhones, so they launched their ATM-finder on Blackberry. This is smart. This is 'text book' on how a consumer oriented service should be deployed on mobile. And yes, a cash machine locator is one of those few services that has a relatively valid 'location-based' need, for heavy travellers only, obviously. Most of consumers do not move about weekly or daily or even monthly and know fully well where the nearest cash machine is close to their home, their work and their main shopping locations haha..