Many consumers, for example, are increasingly using their ATM cards at the point of sale. In addition, consumers are gaining access to a variety of new alternative delivery devices, including home terminals and the Internet. The ATM is only one component in a financial institution's retail delivery strategy, albeit an important one. A Business Decision Based Upon Market Demand Banks and nonbanks are deploying ATMs in locations never before associated with banking, because consumers are demanding more convenient access to their bank accounts through ATMs. Convenience fees allow those organizations deploying ATMs to match the costs associated with deployment to the benefits consumers receive from more convenient access to their bank accounts via these ATMs.
Consumers are aware of convenience fees.
Existing ATM network rules require that any machine where these fees apply prominently disclose that fact by way of a sign on the ATM, and again on the ATM screen once the transaction request has been entered. The consumer is then prompted to make a yes or no decision about whether to continue the transaction. Thus, consumers are provided a clear choice and have ample opportunities to walk away from ATM fees. Just as the decision of whether or not to use a particular ATM is best left to the individual consumer, the decision of whether or not to charge consumers for the convenience of using a particular ATM is best left to the individual organization operating that machine. It is a decision that ATM operators will make based upon costs and customer service requirements.