As the transition to EMV chip cards in the United States continues at a steady pace, many retailers have not yet upgraded their payment processing equipment to accept the new technology, despite the fact that the push to do so began four years ago. What’s the holdup?
A survey conducted by Intuit in April provides some insight into the situation:
- 42 percent of small business owners had not heard of the EMV liability shift deadline, which occurred Oct. 1, 2015.
- 57 percent of respondents cited the cost of a new terminal or reader as the top reason keeping them from planning or upgrading to an EMV-compatible solution.
- 85 percent of small business owners who will not migrate, or are undecided, were not aware of the EMV liability shift.
Of course, choosing to ignore EMV will not make it go away, particularly since an estimated 120 million Americans have already received a chip card, according to the Smart Card Alliance — a number that is expected to catapult to 575 million by the end of this year.
Fortunately, many retailers are already onboard. Survey results released in May 2015 by the Payments Security Task Force (PST) reveal that at least 47 percent of U.S. merchant terminals will be enabled for EMV chip technology by the end of this year.
Merchants who have not yet upgraded their payment processing systems to accept EMV transactions should consider all the benefits of doing so. A good place to start is at GoChipCard.com, a joint venture of PST and the EMV Migration Forum that provides basic information and easy-to-use resources about chip cards for U.S. consumers and merchants.
The website’s Merchant section provides valuable resources about chip cards, what businesses need to do to accept chip payment, basic steps to ensure a successful EMV transaction and useful information on how to implement EMV.
Additionally, TransFirst® offers free EMV-related resources including:
The Simplified Guide to EMV for Merchants
8 Great EMV Credit Card Processing FAQs
Transitioning to EMV: What Merchants Need to Know
You can also visit our blog section to learn more about EMV, its applications and how to become EMV compliant. Once you’ve done your homework and are ready to make the transition, be sure to talk to a trained TransFirst representative about the best EMV options to meet your business needs.
EMV is a registered trademark or trademark of EMVCO LLC in the United States and other countries. www.emvco.com