Minimum balance is an important factor that needs to be taken into account since each bank user has a different approach to banking. ATM fees are also important since they are fees and one would want to avoid fees as much as possible. Also, the location of the bank, despite the rise of electronic transactions is important; you should not apply for an account in a foreign country for example if you are not travelling there or have any bonds there.
However, you should not consider the services that are offered to other people there. For example, if you are an individual, you would not care if your bank provides great rates for corporations; nor if it does poorly in that department. You should only take into account your individual profit.
