What is EMV? EMV, by definition, “is a global standard for credit and debit payment cards based on chip card technology taking its name from the card brands Europay, MasterCard, and Visa – the original card brands that developed it.” That definition doesn’t tell us much. Most of us understand EMV to mean chip cards that can be inserted into a slot in the payment terminal. Chip cards allow additional verification to prevent fraud in card-present transactions. They are much harder to copy than the traditional magstripe. They also have additional verification built into each transaction so that each use can’t be reused, like magstripes can be.
EMV has disrupted the industry because as of October 2016 the Card Brands (MasterCard, Visa, Discover and Amex) have required their merchants to either accept EMV chip cards, or be responsible for additional fraud liability. This has been referred to as the liability shift. This liability shift has rattled the payments industry. It’s the first time in years that U.S. merchants will be forced to upgrade their point-of-sale (POS) equipment and terminals. Vendors of terminals are scrambling to support the technology and grab more market share; merchants that are forced to buy new equipment start looking at new vendors. Read more