Credit Card Issuers Not Prepared for EMV
In a September 30 press release, Mastercard says that only 40% of their issued cards have chips for EMV.
While this press release is intended to put a positive light on the transition to cards featuring EMV chip technology, the reality is that there is a long way to go to get consumer credit cards transitioned over. With October 1 as the official liability shift deadline, there are some very concerning signs in regards to the slow adoption of EMV technology in the United States:
- Last minute rule changes by the Debit Network Association has delayed development efforts and caused solution providers to have to update systems already deployed.
- No one can accept Contactless EMV until 4/16
- Only 27% of merchants will be able to accept EMV cards this October. Various sources quote 40% by year end, but this is a lofty goal considering that retailers are very unlikely to roll out new devices and software during the holiday period.
Here’s the full press release:
Purchase, NY, September 30, 2015 — With just hours before the October 1 liability shift, new data from MasterCard reveals that 40 percent of all U.S. MasterCard-branded consumer credit cards feature EMV chip technology. According to a Payments Security Task Force forecast announced earlier today, the number of chip cards in the U.S. will grow to 60 percent by the end of this year, expanding to 98 percent by the end of 2017. “The data proves that the shift to chip in the U.S. is a reality. We’re incredibly encouraged by the tremendous progress across the industry, knowing that consumers are ultimately the ones who will win,” said Chris McWilton, president, North America Markets, MasterCard. Not only are consumers beginning to carry chip cards in their wallets, but they are also able to use them at more and more merchants around the country. The company reported tens of millions of chip transactions in September alone at the more than 350,000 national merchant locations accepting the new cards.
One-quarter (26 percent) of national and regional merchants – stores and restaurants with multiple locations – have started to accept chip cards.
“Consumers are ready for the new chip cards. In fact, 75 percent of cardholders agree the increased security of the chip cards greatly reduces the ability for thieves to copy or use their cards for unauthorized purchases,” said McWilton.
About MasterCard
MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone.
