The shift to EMV is helping to address vulnerabilities in the United States payments ecosystem. It has been shown that EMV can deliver benefits as a part of industry efforts to combat fraud.
EMV migration is a critical focus for enhancing payments security, which is why the current efforts around chip card deployment are greatly beneficial for consumers and merchants alike. EMV technology helps to reduce counterfeit card fraud, as it generates dynamic data with each payment to authenticate the card, after which the cardholder is prompted to sign or enter a PIN to confirm their identity.
The EMV rollout represents a dynamic time for card payments that promises great advances, among them is enhanced security for cardholders. It also presents an opportunity to consider other innovations such as mobile wallets and mobile POS to further engage your customers and drive customer loyalty. When merchants continue to invest in EMV and NFC (near field communications, used for tap-and-pay transactions), the purchases made at their EMV-enabled terminals are made more secure than magnetic stripe.
New mobile payment options such as mobile wallets support EMV and therefore offer this added layer of security. Ultimately, by enabling contactless payments, merchants can also enable more flexibility in addition to increasing security for their customers.
Additionally, industry players are backing major mobile wallets, such as Android Pay, Apple Pay, and Samsung Pay.