The EMV standard—which is being used throughout the world—serves as the backbone for future payment technologies, and, once adopted here in the U.S., will drive continued growth. Unlike traditional magstripe technology that leverages magnetic stripes on cards to be swiped through a terminal, EMV technology uses a unique microprocessor chip inside each card that is inserted into a slot on a payment device that reads the chip data as well as generates a dynamic data element making it virtually impossible to duplicate the transaction.
With most of the world now using EMV technology, the U.S. is more susceptible to cross-border fraud since it is still using magstripe technology that is easier to counterfeit. All merchant acquirers in the U.S. need to have their host processing platforms EMV-ready by April 2013. Heartland is working towards these deadlines in order to provide a secure EMV host processing ecosystem and EMV-compatible terminals like E3.
EMV DATES YOU NEED TO KNOW
- October 1, 2012 - Visa expanded their Technology Innovation Program (TIP) to the U.S. and eliminated the requirement for eligible merchants (Level 1 and 2 merchants processing over 1 million Visa transactions annually) to annually validate their compliance with the PCI Data Security Standard for any year in which at least 75% of the merchant's Visa transactions originate from dual-interface chip-enabled terminals. MasterCard has also implemented a similar program for PCI audit relief.
- April 1, 2013 - Acquirers such as Fifth Manhattan need to have their hosts certified with the card brands to accept transactions.
- October 1, 2015 - Merchant liability goes into effect. If a merchant has not installed an EMV-certified terminal and accepts a card that turns out to be fraudulent, the merchant will be charged back the transaction.
- October 1, 2017 - This liability shift includes retailers with automated fuel dispensers.