Webinar slides for "The Long Road to EMV: An In-Depth Look at EMV and How It Will Impact Financial Insittutions".

1. The Long Road to EMV
Brought to you by:
Welcome!
Thank you for joining us.

2. Rebecca Hellmann is Marketing Manager for Welch
ATM. She has over 7 years of experience in marketing
and branding. Over the past two years Rebecca has
written and contributed to several articles, papers and
ebooks on EMV and FI branding.
David Tente is the U.S. Executive Director of the ATM
Industry Association (ATMIA). David has over 30 years of
experience in IT sales and business development and 13
years in the payments industry.
Our Presenters:

3. Why is the U.S. Moving to EMV?
• The ATM & Card Security Arms Race
• EMV was developed by three of the major card networks –
Europay, MasterCard and Visa
• The same size and thickness as a standard magnetic-stripe
card…only with an embedded microprocessor
• So far, criminals have not been able to clone of create fake EMV
cards
• Most of the world has already or is in the process of switching to
EMV

4. Why is the U.S. Moving to EMV?
• Card fraud shifting to markets that still rely on mag stripes cards
• Visa and MasterCard announced their liability shift timetables in
2011
o MasterCard & Visa Shift for POS = October 1, 2015
o MasterCard Shift for ATMs = October 1, 2016
o MasterCard Shift for Fuel Dispensers = October 1, 2017
o Full Visa Shift = October 1, 2017

5. Can the U.S. Meet the Deadlines?
Steps to EMV Migration
1. Agreement on Debit Solution
2. Network Testing & Certification
3. Card Production & Distribution
4. Processor Testing & Certification
5. ATM Testing & Certification
6. Upgrade/Replacement of all ATM fleets

6. Can the U.S. Meet the Deadlines?
1) Agreement on a Debit Solution – or AID
AID – the numerical code that points to an application on the chip
embedded on the card.
• An EMV card and EMV terminal MUST have at least one AID in
common
• MasterCard, Visa and Discover each have their own solution
o The Secure Remote Payments Council has adopted Discover’s
solution
• No AID agreement = EMV upgrades at a standstill
• Impact of Federal Court ruling on debit solution development is
unclear

7. Can the U.S. Meet the Deadlines?
2) & 3) & 4) Testing, Certification and Card Production
• U.S. EMV certification will take at least 6 months
• Canada, a much less complex market with only one debit network
took as long as two years
5) & 6) ATM Testing and Certification + Software & EMV
Installation
• Despite certification in other countries, each ATM manufacturer will
have to have their terminals certified on U.S. networks
• Each ATM takes about a month to certify

8. Comparing the Costs: Fraud vs. EMV
The Costs of Upgrading to EMV
• As of 2012 – 537 million credit & 560 million debit cards in the U.S.
• Estimated $6.8 billion to issue EMV card replacements for current
magnetic stripe cards
o Magnetic Stripe < $1 VS. EMV > $4 (including mailing)
• Estimates for upgrading ATM card readers start at $300
o Overall ATM upgrade costs estimated at $2,000 - $4,000
• EMV does NOT protect against card-not-present fraud
• Recent major breaches have occurred at the processor level

9. Comparing the Costs: Fraud vs. EMV
• Card skimming attacks at the ATM = 46% of all card skimming
fraud in the U.S.
• Card skimming attacks at the POS = 36%
• U.S. fraud losses in 2012 = Over $5 billion
• EAST and Europal estimate that 80% of fraud on European cards
is occurring in the U.S.
• Costs of fraud:
o Cash
o Card re-issue
o Loss of confidence in the Financial Institution Brand
o ATM Damage

10. Comparing the Costs: Fraud vs. EMV
Other Ways to Mitigate Fraud:
• Moving to PIN-based transactions
• Investing in low-cost anti-skimming devices
• Eliminate the Card – Move to mobile
o Secure QR code tokens
o Near Field Communications (NFC)
…EMV compliance could set the stage for future technologies,
including mobile.

11. Where We Stand Today
Cards
• Some financial institutions have already issued EMV chipped cards to
their more prominent customers/members who are likely to travel
overseas
• EMV chips cannot feasibly be issued without an agreed upon AID
ATMs
• All major vendors offer EMV-capable ATMs and many existing ATMs
are capable of being upgraded
• Approved PIN pads are already available due to the mandated Triple
DES upgrades.
• Some financial institutions and larger ATM deployers are already
ordering new ATMs with EMV card readers.
o Some manufacturers are encouraging their customers to
choose the EMV option when buying new machines

12. Preparing for EMV
• EMV is a short-term project
o Service companies may be reluctant to add staff to handle the
extra field work
o Manufacturers will be unlikely to significantly increase production
o Plan for supply shortages and service delays…plan ahead.
• Anyone that certifies today will have to recertify
• Develop a customer/member education plan
o Direct Mail
o Email Blasts
o Physical Signage
o On-Screen ATM Messaging
• Make sure to keep informed of changes

13. What is ATMIA Doing?
• ATMIA and other industry groups have asked the networks to
delay their liability shift deadlines.
• The MasterCard Maestro liability shift has already passed
o MasterCard announced a new set of acquirer-based fraud
detection tools that are meant to help with industry fraud by
blocking Maestro transactions at approximately 80 percent or
more of the nation’s ATMs and monitoring the remaining
machines.
• Participation on the EMV Forum – ATM committee
*Join ATMIA and receive the new Financial Institution member
discount!

14. Questions. Comments. Concerns.
We will now take a few moments to address your questions.
Should we run out of time, please email further questions or
comments to:
rhellmann@welchatm.com
david.tente@atmia.com
Thank you!

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