EMV adoption set to be low-key
Europay, MasterCard and Visa (EMV) chip-based cards have been the norm in Europe and in Asia for about a decade, but plastic EMV will not achieve broad adoption in the US until 2020, writes Forrester in new research. Despite the looming deadlines to move from magnetic stripe to EMV, adoption will be slow, thanks to strong competition from more secure, encrypted, and tokenised transactions on digital wallets, NFC mobile, and contactless EMV payments.