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USA EMV cards: Availability, Q&A (Chip & PIN -or- Chip & Signature) [2012-2015]

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Old Sep 20, 2013, 11:40 am
FlyerTalk Forums Expert How-Tos and Guides
Last edit by: philemer
Posts from 1/1/16 onward can be found here: http://www.flyertalk.com/forum/credit-card-programs/1739359-2016-onward-usa-emv-cards-availability-q-chip-pin-signature.html

EMV wikipost volunteers: kebosabi

What is EMV?
EMV is a defacto global standard of technology where there is a visible microchip on the front of the card. It looks like this:

Who issues them?
See Google Docs spreadsheet in Post #1

SFOAMS also has created a list of excellent webpage that shows US EMV cards in a more interactive interface

Another site, which lets you narrow the search for an EMV card by various parameters, is http://www.spotterswiki.com/emv/index.php.

Several credit unions issue some form of Chip-and-PIN credit cards or prepaid cards. Prepaid EMV cards however are not recommended due to junk fees. USAA (currently restricted to members of military) used to offer Chip-and-PIN cards, but as late has backtracked to Chip-and-Signature priority.

Hey that's a cool Google Docs list! I know others that aren't on that list. How can I help by adding them to the list?
My bad for not putting this into the wiki sooner. Right now, the Google Docs is locked out of editing and only in "read-only" view because there were instances in the past where people would just delete the rows not thinking that it affects others viewing the list.

If you promise not to delete any rows and input all the pertinent info (annual fee, rewards, FTF, etc.), I can provide you with edit access. Just shoot me a PM to kebosabi with your gmail address and I'll provide you edit access.

Thanks for helping out!


As of October 2014, no USA-based card issuer offers Chip-and-PIN priority cards except for BMO Harris (Diners Club) and UN Federal Credit Union. Other major USA-based banks such as BofA, Chase, Citi, as well as others issue Chip-and-Signature cards which may work at many automated kiosks. However, bear in mind the word may is used above is a context where there is no absolute certainty of success for certain environments such as automated kiosks due to different natures of offline and online transactions. It is highly recommended to read Post #3 which lists real life FTer examples on how Chip-and-Signature worked and did not work at various transaction environments.

Can I upgrade it right now?
If it's listed on that Google Docs spreadsheet or SFOAMS' Silk page, wouldn't hurt to call/twitter them for a free upgrade. If you get the response you don't like, hang up, try again.

What is the difference between Chip-and-Signature and Chip-and-PIN?
You insert the chipped card into the slot. The physical contact terminal will read the EMV chip and the terminal will automatically read the preferred cardholder verification methods (called CVM) for that card.

Chip-and-Signature means that the terminal will printout a receipt for you to sign. This is the most prevalent authentication for most US issued EMV cards. Chip-and-Signature helps in a way that it will get through to face-to-face merchant transactions where you and the merchant do not speak the same language.

Chip-and-PIN means that the terminal will prompt you to input a PIN for authentication. Some credit union issued credit cards will have this CVM as secondary if Chip-and-Signature cannot be done. Chip-and-PIN is the more prevalent method of authentication used outside the US, especially in transaction environments where no human interaction is needed (i.e. automated gas pumps, toll roads, train kiosks, etc.).

The Google Docs spreadsheet will list which CVM are used in the EMV cards listed. Some cards can only do Chip-and-Signature. Other cards can do both Chip-and-Signature and Chip-and-PIN. And others might have a third option called No CVM (no authentication needed) which is reserved for low value transactions.

One chip can hold a lot more data, therefore it is capable of doing multiple verification methods. That's one of the great things about EMV over the mag-stripe which can hold very little data.

I want to know for sure what my EMV chip does. Is there anyway I can test out my own EMV card to see what the CVM list is?
alexmt has written up a nice step-by-step procedure on Post #3615.

If most of the EMV cards in the US is the Chip-and-Signature type, doesn't that mean it's still useless abroad?
Depends if you see it as glass half empty or glass half full. See Post #3 for further details on how Chip-and-Signature has worked both successfully and unsuccessfully depending on the merchant transaction environment and use your best judgment whether which one is right for you.

Are there any places in the US that are accepting transactions via the EMV chip?
tmiw has created a dedicated Google maps webpage to show where EMV has been proven to work here: http://emvacceptedhere.com/ Per his Post #4240, feel free to add any places with active EMV terminals if you come across one.

As of 2014/05, the EMV terminals in most Walmarts and Sam's Clubs are being turned on. Hence, the best place to try them out would be your local Walmart or Sam's Club. For other merchants, it's slowly being phased in.

I hope people will post them in the Post your receipt of your 1st EMV based transaction in the US thread. cvarming has shown us an EMV transaction receipt from Brooklyn, NY in Post #2380. I myself had my first EMV based (Chip-and-Signature) transaction in two stores in the Los Angeles area, as shown in detail in Post #2705 (courtesy of WhatWhatTech for pointing these two stores out)

I don't want a chip in my card. I heard horror stories all over the media saying hackers can steal my credit card info from a mile away.
There are two types of chips. One is contactless and the other is contact. Cards can be either one or the other, or both.

In the Google Docs spreadsheet, the cards that are capable of contactless payments are listed seperately under the "RFID or NFC contactless chip" column. If it says yes, then that means it has the ability to do contactless payments. If it says no, it doesn't have that feature.

The one that the media has overhyped about hackers "stealing your information wirelessly" was the contactless type like this:

You are worried about this happening, right?

You don't have to worry. EMV is a chip standard that can have both contact and contactless interfaces. With the traditional contact interface, this means you actually have to physically insert the chip into a POS terminal for it to be authorized, like this:

With the contact interface, nothing is wireless. No data is sent out in a stand-alone contact type EMV chip. With the EMV contactless interface, data is sent wirelessly.

Furthermore, contactless chip cards are required to show a symbol (looks like Wi-Fi symbol) somewhere on the card that to denote it's capability as a contactless card. For example, here's an example of a Discover Card with contactless capability (in which Discover calls "Discover ZIP") showing the contactless symbol on the back of the card:

Don't believe everything that the media says. Besides, millions of people all over the world from London to Singapore, uses contactless payments daily in extremely crowded subways and mass transit with nary any problems. There are multiple layers of encrypted securities and keys that are needed to break the code.

Frankly, giving your physical card to a waiter/waitress who takes the card out of your view is much more susceptible to fraud than contactless payments.

Why should I care?
If you are an international traveler, you will want this because majority of the world has or in the process of converting to this payment format.


In fact, in 2012, even North Korea moved to the EMV format, leaving the US as one of the countries in the world that hasn't done so.

In addition, VISA, MC, AMEX, and Discover have all agreed to incentivize the USA shifting to EMV payments by 2015 by shifting liability for fraudulent transactions to merchants if they do not have EMV equipment and the cardholder has an EMV card. So if you travel internationally or would like to get one before the others, you might be interested in getting one.


BS! I had no problems using my card in [insert whereever country], [insert whatever point in time]
If you stick to the tourist path where they have lots of visitors from the US, you should have no problems using your mag-stripe only card in hotels and restaurants, at least for now. But as things can change as things go forward.

However, consider that once you start taking the off-beaten path, go to non-touristy places where they are not familiar with mag-stripes, rent a car and use toll roads, fill up gas, or try to buy train tickets you might end up into a trouble of the machine not recognizing your card because it lacks the chip. Furthermore, a lot of toll roads, gas pumps, and automated ticket machines lack any human assistance to help you when you need it the most.

But [insert credit card company] told me all merchants that display their logo must accept them! All I have to do is report them for violating their agreements, right?
There are several factors against this.

1. You can only speak English. The merchant representative, most likely a part-time clerk earning minimum wage, speaks in a different language, let's say French. If you have no French language skills, how are you going to get your point across? Are you going to whip out your cell phone at exorbitant int'l roaming charges and hope the customer service is going to translate it for you on the spot? Or maybe you might actually know French. But how about Swahili, Farsi, Balinese, or the multiple languages in mainland China?

2. Just like US, the rest of the world's businesses uses part-time minimum wage workers as cashiers to cut down on labor costs. Most of their SOP training manuals are written by MBA types to not to do anything they are not familiar with. Do not expect them to understand the intricate details of credit card mumbo jumbo. You don't expect Taco Bell employees to understand the minute details of Discover-JCB-Union Pay agreements, right? Same thing the other way around: be respectful as a guest in their country, prepare in advance in their ways, avoid being an "ugly American" stereotype.

3. You are a guest in their country. You are a minority. If 99.9% of their country's people and other tourists from around the world uses EMV, do you really think they are going to accomodate the 0.1% of American tourists who only have mag-stripes credit cards?

4. Again, you are a guest in their country. How would you, as an American standing in line, react if a Chinese tourist was clogging up the lines at a local Taco Bell because the clerk doesn't understand the Discover-Union Pay agreement and has trouble communicating between Mandarin spoken by the tourist and English spoken by the Taco Bell clerk? Same way the other way around. You do not want to clog up the lines for everyone. The less hassle, the better.

5. VISA and MC make tons of money from merchants in that country. Say SNCF French Rail. It's a billion dollar company in France. Do you think VISA is going to pull the plug of their relationship with SNCF because SNCF refuses to do mag-stripe processing at their unmanned train station kiosk? Of course not. Be realistic.

6. And lastly, if you're up against an unstaffed toll kiosk, gas pump or train ticket machine, are you going to yell curses at the machine?

But I want my credit card to be able to be used in the US too!
No worries. They have not gotten rid of the mag-stripe on the back of the card for backward compatibility reasons, just like we still have embossed numbers on our cards for backwards compatibility to using those old carbon copy imprinters.

[insert own Hyatt card image front and back together with red arrows pointing to all the backward compatibility features]

You use the chip on the front of the card abroad (for now), and the mag-stripe just like any other card for the US. Basically, you're increasing your credit card's acceptance rate by getting a card that both via the chip and the mag-stripe. You're getting a better deal for free.

And when 2015 comes along and US switches to EMV, you'll be way ahead of everyone else too!


So why did the rest of the world and the US moved/moving toward EMV?
Primarily, due to fraud concerns. You see, the mag-stripe has been with us since the 1950s. It may have been the most high tech thing back in the day, but with the technology that is available today, any shmo can pick up a $100 USB magnetic card skimming device off of eBay and get your credit card info.

And unlike skimming off contactless cards which actually need the person to have l33t programming skills, skimming off a magnetic stripe has become so ubiquitous that nary a day goes about skimming fraud going on somewhere in America, from gas pumps, Michael's stores (2011), Target breaches (2013), restaurant waiters/waitresses, to even McDonald's drive thrus.

https://www.google.com/search?q=skimming+fraud

These type of fraud used to be prevalent in Europe. But once they started switching over to EMV starting over 2 decades ago, this type of fraud went elsewhere. It went over to Asia, Canada and Mexico, Latin America, etc. etc. until they too began implementing EMV to combat skimming fraud. The US is practically the only country left that hasn't done so, therefore all the fraud that used to take place elsewhere is now happening here.


But EMV is old and it's not fool proof. Shouldn't we just skip over it and do something new instead?
Yes, EMV is old. It was developed in the 1990s and its smart card payment predecessor was first introduced in France. But as of today, it has become the defacto global standard of payments.

But then, what else is there? There is no other de facto global standard of payments alternative. For example, if we decide to skip over it and do something new, hypothetically like DNA matching technology, it still means US int'l travelers will continue to have problems abroad with useless plastic acceptance because no other country is using this DNA matching technology except the US.

Besides, nothing is fool proof. You can say that the bank vault isn't fool proof because you can crack it open if enough C4 is used. But your average low-life scumbag isn't likely to get military grade C4 easily either. But the bank vault does make it harder to get the bank's money over say a petty cash box. That's the point here. EMV is akin to a security tight bank vault, the old mag-stripe is akin to a petty cash box lying around inside the drawer.


I'm a business owner and I don't think EMV is going to take off. I'm not going to spend extra hundreds of dollars to upgrade my credit card machine. Convince me other wise why I should.
I can understand the added extra cost to your business once this switchover takes place. But before even saying that, look at your existing POS terminal. Does it have a slot somewhere to insert a card?

Most likely, if you had replaced your POS terminal within the past five years, you already have an EMV capable terminal. EMV is basically just not turned on yet from the processor and acquirer side.

If you have an EMV capable terminal, then a best bet would be to contact your acquirer to have the EMV feature turned on. You did your end of the deal already by having an EMV capable terminal, it is now the acquirers' responsibility to turn it on in accordance to the EMV switchover mandate.

And if you don't, you are going to replace your POS terminal anyway from common wear and tear. It isn't a hard switch-over. You can continue to use your POS terminal until it dies out because EMV cardholders will still have the mag-stripe on the back. And by the time your non-EMV capable POS terminal is up for replacement the market will be full with these newer POS terminals that can accept the mag-stripe, EMV, as well as contactless payments.

In addition, you may also want to check with your acquirer or processor about EMV capable terminals. Some of them are willing to replace your terminal for free in preparation for the US EMV switchover. Call and ask for details.


But what's in it for me? I'm the one that has to pay for the upgrade.
All the major card networks have given incentives for merchants for the upcoming EMV switchover.

If 75% or more of your credit card transactions are done on an EMV contact and contactless terminal, they are going to waive your annual PCI-DSS fees, which usually costs you around $5.00-$19.95/month per terminal. The overall long term cost savings of those compliance fees will be larger than the cost of an one time upgrade for the terminal.

The downside is that once EMV switchover happens and if you do not have a POS terminal that is able to accept EMV, the fraud liability shifts over to the merchant.

I own several fast food franchises. If I upgrade my POS terminals at all of my restaurants, it's going to cost me thousands, if not millions. I don't think anyone is going to use a fake credit card to buy $5 burgers. And if they do, wouldn't it be cheaper for me to eat the fraud cost?
Remember also that fraud isn't just committed by dishonest customers using fraudulent cards. Fraud can also happen with dishonest employees skimming off credit card data from the mag-stripe as in the case of a teenage McDonald's drive thru employee skimming off $13,000 of customers' credit cards in Olympia, WA. Consider the public relations fall out that your business may have if this happens (i.e. the big Target breach of 2013, where someone used a mag stripe card to load malware INTO Target's system). Is it worth risking to take such a huge PR disaster?
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USA EMV cards: Availability, Q&A (Chip & PIN -or- Chip & Signature) [2012-2015]

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Old Jan 6, 2014, 12:13 pm
  #2491  
 
Join Date: Jul 2006
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Originally Posted by Majuki
CapitalOne isn't even the best game in town anymore.
Agreed. The only reason I still have it is because it's the oldest card I have and closing it will hurt my credit score.
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Old Jan 6, 2014, 12:20 pm
  #2492  
 
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Originally Posted by alexmt
No EMV chip on the Freedom and what is an "EMV symbol" - I've never seen such a thing? The closest I can think of is this which was used in the UK during the transition:

http://www.nwbm.co.uk/wp-content/upl..._pin_image.jpg

Are you sure it wasn't a contactless symbol? And if it was, you just tap the contactless card and hold it on the reader for a couple seconds where the symbol is. This is contactless:

http://www.blogcdn.com/www.engadget....1355413251.jpg
No, I meant an little icon of a card with an EMV chip on it.
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Old Jan 6, 2014, 12:36 pm
  #2493  
 
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Originally Posted by nall
No, I meant an little icon of a card with an EMV chip on it.
The only two versions I've seen are insert perpendicular on the face of the unit or insert parallel from the bottom part near you.
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Old Jan 6, 2014, 1:32 pm
  #2494  
 
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Originally Posted by nall
No, I meant an little icon of a card with an EMV chip on it.
Pictures are easier to explain than words. You mean like this encircled in red?



Originally Posted by rtwvagabond
In regards to the 'EMV order of priority' column in the card spreadsheet, do those answers come from confirmed usage?
The priority list for State Dept FCU comes from the Sep-Oct 2013 issue of The Federal Credit Union article:
http://jmcomllc.com/wp-content/uploa...ture-story.pdf

The article piece has an interview with a State Dept FCU exec (page 22):

Originally Posted by The Federal Credit Union
How you set up your card is important, says Don DiMatteo, managing director of member experience at State Department Federal Credit Union in Alexandria, Va. The $1.5 billion-asset credit union rolled out a Visa Platinum card with the EMV chip in July 2012.

“Do you want your card to ask for PIN first, then signature? Or signature, then PIN? That’s one of the biggest decisions you have to make for your membership base,” says DiMatteo. “Our card looks for signature, no requirement, then PIN” he says, “so it will work everywhere. In Europe, they’re used to giving a PIN on credit card purchases, whereas in the U.S. we’re used to signing."
This was the first confirmation by an industry insider on what the priority list was for that card. Until this article came along it was a mystery for State Dept FCU cardholders on what the real deal was (you'd think something important like an AID priority list would be given out in a separate flyer upon arrival of the card).

As for AndrewsFCU, it's mainly from first hand experience by collective reports of FTers, myself included. And considering that AFCU uses the same outsourced CU processor (PSCU) as State Dept FCU, it wouldn't be all that surprising that the AID priority list is probably the same: Signature authentication priority, PIN authentication secondary.

IMO, putting Signature over no CVM and PIN is dumb with no rationale to it, but hey, bankers know better than us lowly peons, right?

Last edited by kebosabi; Jan 6, 2014 at 3:49 pm
kebosabi is offline  
Old Jan 6, 2014, 3:43 pm
  #2495  
 
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Originally Posted by kebosabi
Pictures are easier to explain than words. You mean like this encircled in red?





The priority list for State Dept FCU comes from the Sep-Oct 2013 issue of The Federal Credit Union article:
http://jmcomllc.com/wp-content/uploa...ture-story.pdf

The article piece has an interview with a State Dept FCU exec (page 22):



This was the first confirmation by an industry insider on what the priority list was for that card. Until this article came along it was a mystery for State Dept FCU cardholders on what the real deal was (you'd think something important like an AID priority list would be given out in a separate flyer upon arrival of the card comes).

As for AndrewsFCU, it's mainly from first hand experience by collective reports of FTers, myself included. And considering that AFCU uses the same outsourced CU processor (PSCU) as State Dept FCU, it wouldn't be all that surprising that the AID priority list is probably the same: Signature authentication priority, PIN authentication secondary.

IMO, putting Signature over no CVM and PIN is dumb with no rationale to it, but hey, bankers know better than us lowly peons, right?
The best part about the quote from the SDFCU guy is that he acknowledges that the order is important, and then goes on to say we chose the order that doesn't make any sense because the CVM order is completely irrelevant in the US.

Ah, good times.

FWIW, the Chase CSP CVM order is the sanest I've seen from an issuer, even if it doesn't support PIN (first CVM is no CVM if unattended, but your terminal has to be smart enough to know that . The US AMEX EMV has *no* CVMs defined. Just a copy of the track data. Pointless.
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Old Jan 6, 2014, 3:57 pm
  #2496  
 
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Originally Posted by kebosabi
Agreed. The only reason I still have it is because it's the oldest card I have and closing it will hurt my credit score.
I doubt it would have too large of an impact unless it represents a substantial portion of your available credit line and you're using a significant portion of your revolving credit. (If you are, you shouldn't be playing this miles and points game anyway. )

Assuming your utilization is near 0% and would remain so after closing the card, then closing the card would have absolutely no effect on your credit score. It takes 10 years for a closed credit card to drop off your report, and by that time your average age of accounts and oldest card will have increased to the point where the closed card falling off your report would be immaterial to your credit score.

This post on myFICO forums presents a more articulate version of what I just stated. I understand though. It's hard to let go, and a lot of people have an irrational sentimental attachment to their first piece of plastic. However, eventually you have to accept that people - or card issuers in this case - won't change. Wouldn't it be satisfying to call them up and cancel with the reason for cancellation being "no EMV/became difficult to use overseas"? I'm sure of all people on this thread you would be the one who'd get the most satisfaction out of such a phone call.
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Old Jan 6, 2014, 4:01 pm
  #2497  
 
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Originally Posted by Majuki
I doubt it would have too large of an impact unless it represents a substantial portion of your available credit line and you're using a significant portion of your revolving credit. (If you are, you shouldn't be playing this miles and points game anyway. )
My gods no! Do you think I am nuts to keep a revolving balance, let alone on a crappy CapOne card?

My CapOne card (no annual fee so it has it's use of costing me nothing to keep the card) currently sits inside my emergency wallet. If somebody wants my wallet in a mugging, I give them that wallet with my CapOne card and a low value local currency (20 Euros, 5000 Japanese yen, etc.) in it. As of right now, that's the extent of the use of my CapOne card abroad: the "give to the mugger" card (luckily it hasn't happened yet) LOL.

I think the last time I used my CapOne card was to fill up gas and ate at a restaurant several months ago because I grabbed the wrong wallet.
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Old Jan 6, 2014, 4:19 pm
  #2498  
 
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Originally Posted by patrick.barnes
The best part about the quote from the SDFCU guy is that he acknowledges that the order is important, and then goes on to say we chose the order that doesn't make any sense because the CVM order is completely irrelevant in the US.

Ah, good times.

FWIW, the Chase CSP CVM order is the sanest I've seen from an issuer, even if it doesn't support PIN (first CVM is no CVM if unattended, but your terminal has to be smart enough to know that . The US AMEX EMV has *no* CVMs defined. Just a copy of the track data. Pointless.
So you're telling me the US American Express cards have no dynamic authentication at all, and they're just the EXACT same data with the exact same static CVV? That's pointless.
AllieKat is offline  
Old Jan 6, 2014, 4:24 pm
  #2499  
 
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Originally Posted by alexmt
So you're telling me the US American Express cards have no dynamic authentication at all, and they're just the EXACT same data with the exact same static CVV? That's pointless.
To be fair, AMEX does specifically state that on their Chip-and-Signature page:

Originally Posted by AMEX
The chip stores the same information as the magnetic stripe which you usually see on your credit or debit cards. But chip & signature technology encrypts your Card information, making it more difficult for unauthorized users to copy or access your Card information.
Yes it is pointless if true if AMEX has no CVM without any dynamic security, but at least AMEX is truthful about it.
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Old Jan 6, 2014, 4:55 pm
  #2500  
 
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Originally Posted by kebosabi
To be fair, AMEX does specifically state that on their Chip-and-Signature page:

Yes it is pointless if true if AMEX has no CVM without any dynamic security, but at least AMEX is truthful about it.
I took that as being untrue. Their statement of encryption I thought referred to dynamic authentication. Written by marketing, not tech.
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Old Jan 6, 2014, 7:59 pm
  #2501  
 
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Originally Posted by alexmt
So you're telling me the US American Express cards have no dynamic authentication at all, and they're just the EXACT same data with the exact same static CVV? That's pointless.
Yup. That's what I'm saying. I put it into my EMV reader -- no CVMs defined, just track data.

I presume there's something on the track that still triggers the 'insert chip' message, though. Maybe that's worth something.

Re: "encryption". Well... not sure what's encrypted. I can see my name, card number and expiry on the chip without entering a PIN, and there are no encryption keys on the chip, and it's not capable of encrypting/decrypting anything. Maybe their marketing copy just means it's harder to replicate the chip, which is true.
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Old Jan 6, 2014, 10:08 pm
  #2502  
 
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Originally Posted by kebosabi
At least Chase admits that it'll have to move to issue more EMV cards.

CapitalOne's response is still at the "wait and see" approach still as of January 5. When you use the "I don't want my card to be hacked like the Target breach; your competitors are now issuing EMV cards" comment,
1.) If Capital One issued EMV cards today, it would not have prevented customers' data from being stolen at Target, because Target wasn't accepting EMV cards from ANY issuer.

2.) Capital One is currently testing EMV technology and it will be available to consumers going forward. There is no public timetable at this time.
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Old Jan 6, 2014, 10:55 pm
  #2503  
 
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Originally Posted by emvchip
There is no public timetable at this time.
For AX/MC/VS/Discover, October 2015 and October 2017 (Gas Stations) seem to be dates for liability shift in the US, where not having EMV capacity leaves the merchant holding the bag.

The reason given for the later date for gas stations may be more amusing than the reasons for other delays. There is a perception that to change the pump hardware, concrete must be dug up to replace 2 strand phone wire with Cat 6 ethernet cable. In a given instance this may or not be true[1]. Digging up the concrete seems to involve the EPA/DEP, etc.

[1] Within a brand, there could be internal mandates on a franchise to upgrade hardware, not related to EMV, or pump makers if they choose not to support older technology, to force upgrades.
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Old Jan 6, 2014, 11:29 pm
  #2504  
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Originally Posted by reft
For AX/MC/VS/Discover, October 2015 and October 2017 (Gas Stations) seem to be dates for liability shift in the US, where not having EMV capacity leaves the merchant holding the bag.
That is only true if the card has EMV capacity. There are plenty of cards out there that do not have EMV capacity and will not expire until after 2017.
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Old Jan 7, 2014, 12:26 am
  #2505  
 
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Originally Posted by cbn42
There are plenty of cards out there that do not have EMV capacity and will not expire until after 2017.
The dates provide no reasons to force EMV cards, but do provide a reason for the merchants to have an EMV POS. An EMV POS is one of the other necessary steps in EMV implementation - for most, no EMV POS, no reason to push for an EMV Card. Once the EMV POS units are more wide spread in deployment, then momentum should pick up.

Assuming terminals are replaced in October 2015, the next major breach after that, will probably be enough to send general customers screaming to the banks for EMV, if the breach effects magstripe cards and not EMV. (Note: there have been notable breaches such as Sony & Adobe that would still have occurred with EMV.)
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