Accelerating EMV's U.S. Migration: Strategic Considerations for Adopting Chip-Based Technology

Accelerating EMV's U.S. Migration: Strategic Considerations for Adopting Chip-Based Technology

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This report provides an overview of EMV, including the different EMV compliant payment options, and touches on the industry’s biggest hurdle to adoption, the debate about who will foot the bill for development of the infrastructure to support the migration to EMV technology. Next, the report explores four strategic considerations for U.S. FIs considering the adoption of EMV smart card technology:

1)     The enhanced data security features of EMV and their ability to reduce losses due to fraudulent transactions

2)     The potential of EMV compliant cards to improve customer retention of affluent customers

3)     The opportunity for FIs to competitively position their institutions for the entrance of EMV payment cards and set the foundation for contactless payment transactions, mobile payments and e-wallets

4)     The ability to address implications of changing industry oversight and federal regulations like the Durbin Amendment and proposed fraud liability shifts from FIs to merchants

Finally, in the absence of a domestic infrastructure to support EMV technology, the report proposes an interim strategy for transition.


Author Information


Carolyn Kopf is a prolific writer covering consumer advocacy, branding and payment card trends. Her work has appeared in, and received press coverage in Advertising Age, Reuter’s and Japan’s The Nikkei Weekly. She has been a guest speaker on global branding at the University of South Carolina’s Moore School of Business. In February 2008, Carolyn and two peers were awarded a patent by the United States Patent & Trademark Office for a next generation identity authentication technology to be utilized by leading financial institutions.


Carolyn is the managing principal and owner of C.E.K. & Partners, a strategic marketing resource firm that manages market research, brand strategy and thought leadership initiatives for companies operating in the area of emerging technologies, financial services, and healthcare. For more information, please visit or call +1.404.345.6447.


Length: 14 pages


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