MasterCard Worldwide launched a mobile version of its marketplace on Wednesday. MasterCard MarketPlace, launched in April, serves up hundreds of merchant-funded discounts and special benefits each day, but drives consumers to retailers' online - and offline - locations.

With the MasterCard MarketPlace Overwhelming Offers iPhone app, the company said merchants will be able to improve their relationships with shoppers by offering special deals to those seeking to make purchases through their mobile devices while also capturing the additional mobile commerce revenue opportunity. Mastercard cited ABI Research Inc. research that found the sale of physical merchandise via mobile phones hit $1.2 billion in 2009, and said it was projected to reach $2.2 billion in 2010.

Mastercard described the new app in a press release: "Through a simple tap of the finger MasterCard's innovation enables consumers to access MasterCard MarketPlace, a personalized shopping platform with customized deals and offers from selected merchants, ultimately allowing them to buy the goods and services that they need and want from wherever they may be with a simple and consistent experience across their connected devices."

The app is available for free download at the iPhone App Store, located at www.itunes.com/appstore.