New research from Mercator Advisory Group provides a realistic timeline for U.S. conversion to EMV payments
Boston, MA - February 19, 2013 -- In the spring of 2011, Visa issued a road map for the U.S. adoption of a smartcard-based payments ecosystem. Since then, the other three major U.S. payments networks have followed suit. These road maps provide milestones for merchants, acquirers, and processors, along with dates on which these milestones are expected to be met. In theory, the road maps should serve as a reasonable expectation for when the U.S. will fully adopt EMV, but judging by past experience, that likely won't be the case.
Mercator Advisory Group's new research report, U.S. EMV Timeline Beyond the Road Maps: How Long Will Conversion Really Take? explains the motivation for the U.S. to adopt EMV at this time and clarifies the card networks' road maps for U.S. EMV adoption. The report considers previous experiences (both with road maps other regions used for EMV adoption and road maps the U.S. used for other changes in its payment environment) to forecast a more realistic schedule for the U.S. conversion to EMV.
"The roadmaps laid out by the networks intend to convert the U.S. payments ecosystem to EMV by 2015, four years after the first road map was developed," says Dave Kaminsky, senior analyst in Mercator Advisory Group's Emerging Technologies Advisory Service and author of the report. "Judging by the experience of other countries in trying to implement EMV, as well as the experience of the networks' previous attempts to influence changes among U.S. merchants, that timeframe likely will not be met."
Companies mentioned in the report include: Visa, MasterCard, Discover, American Express, Europay, EMVco, and JCB.