How hard is the EMV deadline?

One of the biggest topics in the EMV chip card conversation is the looming October 1, 2015 deadline for banks to deploy it. Over the last year, talk surrounding the technology has increased significantly, especially in the wake of the Target security breach. After this debacle, Congress summoned executives from the company to answer questions.

While all paths seem to be heading toward this solution, the road is not as clear as you may think. A recent article from Fox Business examined several frequently asked questions about EMV, one of which is about the deadline. Many experts seem to believe that this deadline will not be hard.

"Don't expect a big bang in October of 2015," Doug Johnson, vice president of risk management policy for the American Bankers Association, told the news source. "In terms of rollout, we expect about 50 percent of banks and retailers to be completely transitioned over. It's going to take a little time to adapt."

Julie Conroy, research director for retail banking at Aite Group, a financial industry research company, added what her numbers have found. A report from Aite Group predicts that by the end of 2015, approximately 70 percent of credit cards and 40 percent of debit cards in the U.S. will be EMV-enabled.

This will happen because, according to Conroy, the U.S. will be the largest and most fragmented market that has ever tried to adopt the EMV standard.

EMV is coming, but that does not mean that organizations need to rush to adopt it. Instead, small businesses should wait to watch how the early adopters go and follow the easiest path.

by Ty Hardison

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