The ATM Industry Association (ATMIA) has released the results of a member and industry committee survey on market readiness for migration to EMV cards in the U.S. Results indicate uneasiness about industry preparedness and uncertainty about the potential benefits of EMV migration.
The survey includes a broad cross-section of the industry, from financial institutions and IADs to service providers and network processors. Although almost 40 percent of respondents say they have been fully briefed regarding the April 2013 liability shift announced by MasterCard, only 10 percent feel that they know card association requirements and roadmaps "very well."
Other results confirm a widespread perception that information about costs and timelines has been insufficient. Fewer than 5 percent of survey respondents believe the U.S. will be ready for the first liability shift deadline in April 2013.
Due at least in part to this lack of information, the business case for EMV migration remains murky. A huge majority of those surveyed — 81 percent — believe the costs of EMV in the U.S. will outweigh the benefits.
The prospect of incorporating new mobile or contactless technologies into an EMV upgrade is attractive to respondents, but not enough to persuade a majority of them that it will make a significant difference as a migration incentive.
Most of the U.S. ATM industry lacks a roadmap for EMV migration — only 26 percent of respondents say they have a plan in place. About 57 percent believe that using positive incentives to migrate, rather than the negative incentive of a liability shift, would accelerate the process.
Complete survey results are available from the ATMIA website, www.atmia.com. Click on the "white papers" button and scroll down to the ATMIA US EMV Readiness Survey 2012 link.
For more on this topic, visit the EMV research center.