EMV: Retail’s $35 Billion “Money Pit”
October 1, 2015 will usher into US Retail the single biggest tax being levied upon it since Y2K. This is the date of the liability shift due the the EMV Mandate set by the card brands. On this date liability for fraudulent card card transactions shifts from the bank to the portion of the payment process that is not EMV compliant.
Various estimates quoted by the NRF, NACS and other industry associations estimate the total cost to the industry of over $35b when factoring in the cost of new equipment, new software for POS and payment devices, certification, installation, training, and 1.2 Billion new chip cards in the US. Yet even this number is small compared to the additional labor costs and customer service disruptions that will occur just before the holidays.
EMV is a technology that is trying to solve a problem of 15 years ago. And it was 13 years ago when Europe implemented the security measures. But things have changed since then and EMV is taking massive amounts of budget away from real security for retailers to meet this deadline.
This report looks at the costs for retailers, the costs for vendors per POS application, and the impact on the performance of the front end of retailers along with recommendations for retailers and how vendors can best advise their clients.
There is a small subset of retailers that will benefit from EMV adoption, however, for the vast majority of retailers that are not on the front lines of the card fraud today, this mandate is a huge “money pit” that they will never recover the losses from, making it a giant tax. In fact, beyond the tax the mandate actually slows retail’s progress towards it’s primary goals of secure, unified commerce that provides a seamless customer experience for their consumers regardless of how they choose to shop.
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