This document provides a summary and guide to EMV (Europay, Mastercard, and Visa) chip technology for merchants. It explains that EMV is a global initiative to combat payment card fraud using chip-enabled cards and payment terminals. While EMV may seem like a challenge and distraction for merchants, the document aims to explain simply what EMV is, why it's important, and what merchants need to do to comply with new liability shifts taking effect in October 2015. Adopting EMV chip technology helps protect merchants from fraud-related chargebacks and reduces their liability for fraudulent card-present transactions.

1. A Publication of upserve.com
Don't Panic
EMV is coming
A PRACTICAL
GUIDE TO EMV
FOR MERCHANTS

2. EMV:
The Rest a u r a n t
Indust r y ’ s C h a l l e n g e
Driving down the cost of food.
Hiring and retaining staff.
Creating a menu that brings guests
back in the door.
Opening a restaurant was your
dream come true, but with all these
challenges you battle, it’s hard to
imagine one more… cue EMV.
YOUR NEWEST CHALLENGE:
EMV is about to come barreling into our
industry like a rowdy guest that sends back all
the food and leaves without paying the bill.
DISTRACTION
It’s all anyone is talking about. You can’t
seem to get away from it, and honestly,
your mental shelf space is better used on
other things.
MISINFORMATION
Chip and pin. Chip and signature. Mandatory
adoption. Fraud liability. Expenses. No one
seems to have come to an agreement on
what in the world EMV actually means and
how it will affect your business.
1
2
WHY IS THIS A
CHALLENGE FOR YOU?
www.upserve.com

3. But with all of this distraction and
misinformation out there, you
have to wonder: is EMV really the
big challenge it’s made out to be?
THIS IS YOUR GUIDE TO WHAT YOU
NEED TO KNOW NOW ABOUT EMV.
YOU WILL LEARN:
THE BASICS OF WHAT ‘EMV’
ACTUALLY MEANS
WHY YOU SHOULD CARE
WHAT YOU SHOULD DO
ABOUT IT
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4. the
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5. Hunting The
F r a u d M o n st er: EMV
BUT WHAT DOES EMV HAVE TO
DO WITH YOUR RESTAURANT AND
HOW WILL YOU BE IMPACTED
COME OCTOBER 2015?
Those who are shouting from the rooftops
about EMV and inducing all of this panic are
right about one thing: there is a change coming.
With 47% of all card fraud occurring in the
US, a worldwide payment solution is not
only warranted, but necessary.
The worldwide solution, and the
change we’re talking about: EMV
www.upserve.com

6. What I s EMV Anyw a y?
EMV = EUROPAY, MASTERCARD AND VISA.
“IN THE UK, SINCE THE
ADOPTION OF EMV, THERE HAS
BEEN A 72% REDUCTION IN
CARD-PRESENT FRAUD.”
IT’S USED FOR AUTHENTICATING DEBIT
AND CREDIT CARD TRANSACTIONS.
There are over 2 billion chip cards used around the
world. In the United States, however, we’ve been late to
adapt.
This technology features payment instruments like
cards and phones, with embedded microprocessor
chips. These chips store and protect cardholder data.
WHAT’S THE CHIP GOT TO DO WITH IT?
The EMV chip proves the card is legitimate. How?
• Authenticating the chip, verifying the cardholder
and authorizing the transaction.
• EMV is proven to protect the issuer, the merchant
and the consumer.THIS CHIP TECHNOLOGY IS AN EVOLUTION IN
PAYMENTS… BUT IT REALLY ISN’T AN EVOLUTION
IN HOW YOU WILL DO BUSINESS AND MAKE
MONEY FROM THE CARDS: CHIP OR NOT.
www.upserve.com

7. Why I s This
Happening?
EMV (OR, IN THE
US, CHIP AND
SIGNATURE) IS A
GLOBAL INITIATIVE TO
COMBAT FRAUD AND
PROTECT DATA.
SO THIS IS TO PREVENT
FRAUDULENT PURCHASES? THAT’S
GREAT, BUT I RARELY RECEIVEANY
CHARGEBACKSANYWAY…
• EMV CHIP CARDS ARE NEARLY IMPOSSIBLE TO
COUNTERFEIT
• DATA IS MORE SECURE THAN ON A MAGNETIC
STRIPE CARD DUE TO THE FACT THAT EMV
SUPPORTS DYNAMIC AUTHENTICATION
• DATA FROM A TRADITIONAL MAGSTRIPE
CARD CAN BE EASILY COPIED
• FRAUD IS REDUCED AND RELATED
CHARGEBACKS ARE MINIMIZED
ON AN EMV CHIP CARD…
www.upserve.com

8. What ’ s This G o t
To Do Wi th My
Rest a u r a n t ?
(Why S h o u l d I Care?)
Preventing the growth of fraud is a huge reason for why the
payments industry is moving forward with full-adoption of
EMV technology.
HOWEVER,
THEREARE TWO
MAJOR REASONS
YOU SHOULD
CARE:
COSTLIABILITY
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9. SHARE ME www.swipely.com 18
DOWNLOAD MY GUIDE
http://bit.ly/EMVGuide
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