No matter if your customers’ needs call
for 300 or 30,000 gallons of DEF every
month, Blue1USA offers your best storage
& dispensing solutions.
Get Started Today!
WORLD’S BESTDEF EQUIPMENT
*RELIABILITY VALUE *INNOVATION*
*RELIABIITY VALUE *INNOVATION*
Best Performance. Best Quality. Best Value.
generate any extra revenue for the store. At best, an investment
in EMV is more like insurance: it won’t create a new revenue
stream, but it may reduce the possibility of loss to fraud.
4. Legal Obstacles
A significant legal matter also has to
be settled. A federal law known as the
Durbin Amendment (a part of the 2010
Dodd-Frank consumer protection act)
requires that merchants have a choice
of at least two networks when they
process debit transactions.
At present, each EMV transaction
is tied to one and only one network. A
strict interpretation of the statutory language might suggest that
system violates Durbin. However, a three-judge panel from the
U.S. Court of Appeals for the District of Columbia recently
took a more generous view and ruled that the Durbin
Amendment will not block EMV debit card transactions.
It is possible the Court’s ruling will be appealed and
5. What Other Technologies Are Coming?
overturned—putting EMV debit card transactions into
something of a legal limbo. If so,
another possible solution is on the
horizon. Card issuers are con-
sidering incorporating a generic
identifier into the EMV transaction
data—so that merchants can use
their preferred processor. Such an
option would comply with even a
strict interpretation of Durbin.
EMV adoption in the United States also may be
impacted by the growing acceptance of mobile and other
“card-not-present” technologies. EMV advocates have yet
to fully answer how their technology will intersect with and,
hopefully, assist these transactions.
Similarly, some analysts caution that newer and even
more promising payment technologies may be launched or
even standardized in the not-too-distant future. Google, for
example, continues its attempt to develop smartphone apps
and related mechanisms that will protect sensitive credit card
data outside of the traditional card-processing system, with
Google as the gatekeeper.
At best, it appears that fuel marketers’ adoption of EMV
in the forecourt will follow a pattern similar to the PCI
experience—accelerating only when the 2017 deadline
approaches. At worst, retailers may resist adoption of EMV
in the forecourt unless and until the market forces them in
that direction. Either way, a big uptick in EMV at the pump
seems unlikely for at least the next couple of years.
Rick Long is General Manager and Associate
General Counsel of PEI, as well as Editor in Chief
of the PEI Journal.
With uncertain benefits, and a
deadline that is still three years
away, the pace of EMV adoption
in the forecourt is unlikely to get
off to a fast start.