Visa on EMV in the U.S.
CU Info Security reports the Europay, MasterCard, Visa (EMV) standard, commonly used in most global markets, is coming to the U.S. The sooner issuers, acquirers and merchants initiate migrations, the better, says Stephanie Ericksen, head of authentication product integration at Visa. Visa has set aim on April 2013 and October 2015 as EMV-adoption target dates. And the card brand has created a roadmap and guidelines to help issuers and merchants successfully launch and complete their EMV rollouts. The catalyst for Visa’s EMV push: escalating incidents of card fraud. The United States’ continued reliance on magnetic-stripe card technology is perpetuating the spread and growth of global card fraud. MasterCard also has set an April 2013 EMV-compliance deadline for all U.S. ATMs because ATMs are the most often hit with skimming attacks.
