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Reflections on ATMIA US 2014
February 17, 2014 by atm Atom — blogger, atmatom
"Reinventing the ATM," the theme of this year's ATMIA US conference in Orlando, Fla., proved to be highly appropriate. ISOs and vendors this year spent a considerable amount of time at the show exploring ways to expand the profitability of their ATM footprints.
Whether through the use of digital advertising toppers, digital donations, lottery, dynamic currency conversion, gift card dispensing or branded wraps, generating new revenue streams to offset increasing operating costs was top of mind for many ISOs.
On the heels of this year's ATMIA conference, look for vendors to offer ever-increasing ATM functionalities — and for ISOs to begin to deploy them — in 2014.
Combatting growing fraud at the ATM was another hot topic this year in Orlando. While it is acknowledged that most breaches thus far have occurred through hacked servers, ATMs are often used to empty debit card accounts once account numbers and PINshave been acquired.
ISOs this year expressed concern about being caught in the crossfire as Washington responds to constituent pain and retailers and banks argue over who should pay for fraud costs. Look for "responsible party pays" fraud legislation out of Washington later this year, which might apply to ISOs.
Finally, it is clear following ATMIA that EMV is coming to the U.S. — and that many ISOs are still without a plan.
Perhaps the most striking thing about a MasterCard presentation at the conference was the atmosphere of resignation among ISOs, which was in stark contrast to prior years.
MasterCard is not backing down on its October 2016 liability shift deadline for ATMs. MasterCard also said it will turn off cross-border transaction blocking on an estimated 75 percent of all retail ATM terminals in 2016, leaving U.S. ISOs fully exposed to the liability shift.
Absent an EMV reprieve for retail ATMs or a white knight to provide ISOs with low cost fraud insurance for non-EMV terminals, look for a train wreck later this year as field service companies are buried in an avalanche of upgrade and replacement orders.
Enhancing revenue opportunities, combatting fraud and preparing for EMV deployment — if these ATMIA show conversations continue, 2014 should prove to be a very interesting year.
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This article has been republished from the Triton blog, atmAToM, with kind permission from Triton.
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