The business model for automated teller machines (ATMs) is somewhat of a moving target. The cost to acquire and maintain the machines has given rise to surcharging so that banks can afford-or even profit from-ATM service. As a
result, banks need to create a different fee structure for each ATM based on its location so that banks can optimize machine use and create the perception of ATM ubiquity. "Bankers need to look at better ways to use (ATMs)," says William Gregor, svp of New Jersey-based Gemini Consulting. "They need to understand their customers, how they use the ATM system, reassess the system and where their machines are located."