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EMV: The Merchant Journey EMV for Merchants
CONFIDENTIAL AND PROPRIETARY
© Copyright 2015 Vantiv, LLC. All rights reserved. Vantiv, the Vantiv logo, and all other Vantiv product or service names and logos are
registered trademarks or trademarks of Vantiv, LLC in the USA and other countries. ® indicates USA registration.
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Disclaimer: This communication, including any content herein and/or
attachments hereto, is provided as a convenience only, does not constitute legal advice
and does not create and attorney client relationship. Because of the generality of this
communication, the information provided herein may not be applicable in all situations
and does not constitute a comprehensive list of issues that could impact your business.
As such and to understand how the information in this communication may impact your
business, you are encouraged to seek the advice from your legal counsel, compliance
and/or other subject matter expert based on the facts and circumstances of your
organization’s particular situation.
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Agenda
• Merchant Maturity
› Bridging the Gaps
• Approaching EMV
› A Cross-Functional
View
• EMV Implementations
› Stories from the Road
Merchant Maturity
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Bridging the Gaps
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• EMV is ultimately about a Merchant’s brand
› Delivery is ultimately about managing what can be
a complex cross-functional project
The EMV Implementation Journey
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The Road Ahead
Awareness
Engagement
Delivery
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• Awareness
› Merchant has limited or base understanding of
EMV
› Merchant does not have any formal projects in
flight
• Gaps to bridge
› Organizational education and engagement
› High-level scope of effort to implement EMV
The EMV Implementation Journey
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• Engagement
› Merchant approves effort to move forward with EMV
› Merchant prioritizes EMV versus other projects
› Merchant defining scope/plan and allocating budget
and resources
• Gaps to bridge
› Defining and approving plans
› Roadmap definition
› Approval of budgets
› Staffing of team
The EMV Implementation Journey
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• Delivery
› Merchant in process of enabling EMV
› Merchant making scope decisions
› Suppliers engaged and actively working project
• Gaps to bridge
› Contracts with suppliers
› Teams actively working plan
› Updates to software
› Certification planning and deployment strategy
definition
The EMV Implementation Journey
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EMV maturity correlates to merchant size and payment
sophistication
Today’s EMV Implementation Map
Aware Engage Deliver
Top 100 Merchants
QSR / Petro
Merchants < $2B
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Note: You can start your EMV journey without a Certification strategy,
but you cannot set an end date until it is defined
Where are You on the Map?
EMV Implementation
Confirm EMV Design Options
EMV Testing
EMV Training Options
EMV Education Sessions
High Level Scope
EMV Current State Analysis
Organizational Alignment
EMV Requirements
Budget & Resource Planning
EMV Roadmap
Certification
EMV Deployment
EMV Training
EMV Co-Brand Re-issuance
Aware Engage Deliver
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• Advisory
› Access to subject matter expert as the
project requires
• Education
› Standard, vertical focused or merchant
tailored
• Strategy
› Encompassing business, technical,
operational and security goals along with
a roadmap to deliver
Approaches to the Journey
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• Planning
› Guidance on expected durations and
costs for activities and insights into
approaches that can shorten schedule
• Delivery
› Provide required resources to ensure a
successful EMV implementation
Approaches to the Journey
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Engagement on the Journey
Aware Engaged Delivery
Approaching EMV
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A Cross-Functional View
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EMV is more than an IT Project
EMV
Accounting/Billing
Help Desk & Call Center
Store Operations
Information Technology
Compliance & Risk
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• Settlement
› Host vs. terminal capture may change requirements
› Settlement files include new EMV data elements
• Reconciliation
› Current reconciliation processes may need changes
• Transaction Adjustments & Exception Items
› Are exceptions handled through a virtual terminal?
› C/B rules may require changes to dispute processes
• Reporting
› Incorporate EMV data elements
Accounting and Billing
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• Card brand requirements may change internal
control processes
• Identify potential liability shift exposure
• Review company’s risk tolerance levels
› Risk Tolerance vs. Investment
• Consider implementing additional security features
› Encryption, Tokenization, SIEM, DLP
• Review fraud management approach
› Fraud shift to CNP channels
› Prepare with fraud procedures and tools to handle
Compliance and Risk
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• Retail Technology Strategy
› 2-5 year strategy in line with business objectives
› Consider other changes “while under the hood”
• Retail Infrastructure and payment applications
› Changes or updates required to site systems
including POS, payment middleware or switch
› Engage vendors in joint design sessions to ensure
accurate delivery of EMV functionality
• Terminal Management Software
› Use to monitor terminals and expedite deployment
processes
Information Technology
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• Terminal hardware and software
› Do terminals need to be added or upgraded to the
payment environment?
› Will you support contact and contactless EMV
transactions?
› More logic processed and decisions made in the
terminal requiring software updates
› Analyze the best architecture
• Fully integrated, semi-integrated or stand alone
Information Technology (cont’d)
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• Site Survey and Site Visits
› Site surveys to identify components of operations that
will be impacted
› Implementation may require visits to retail locations
• Plan appropriately to minimize return visits
• Depot Replacement
› Ensure processes for EMV terminals vs. non-EMV
terminals are in place
› Stock appropriately for hardware replacement
Store Operations
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• Customer Service Representative Training
› EMV can cause confusion for customers and
associates
• Ex: Leaving EMV card in terminal during transaction vs.
swipe
› Creating detailed and informative guides is a pillar to
successful EMV implementation
• EMV 101 to help answer consumer questions and clear
confusion
• Technology changes required to support EMV
Store Operations (cont’d)
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• Representative Training
› Help desk and call center personnel need detailed
and informative EMV information
• Help desk may support store operations from both process
and technology perspectives
• EMV 101 can help call center answer consumer questions
› Help desk must be able to help analyze, diagnose,
and remediate issues introduced by EMV
• Utilize remote diagnostic and remote update capabilities to
resolve store issues
Help Desk and Call Center
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• Increased Call Volume
› EMV will result in increased customer calls
• Cards left at store
• Cards not accepted
› Staff appropriately to adjust during initial launch at
retail locations
• Site Technician Visits
› Training required on store technology changes
› May also require staff adjustments during initial
launch at retail locations
Help Desk and Call Center (cont’d)
EMV Implementations
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Stories from the Road
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• A $2 billion domestic merchant looking to add EMV
to its 2015 POS upgrade
› EMV is not focus of project so may not be
appropriately scoped
• Impacts focus of existing and new suppliers
› Lack of organizational understanding of EMV
exposure may cause EMV to be a second or third
priority
• Causes more disruption long term
Add EMV to an Existing Project
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• Global merchant with complex routing requirements
looking to decommission switch
› Lack of understanding of business requirements
creates delays
› Organizational SME’s pulled in multiple directions
› Additional security technologies create more
complexity in design and delivery of EMV
› Prioritization and expectations of benefit timing must
be understood by all levels of organization
› Merchant has to manage multiple vendors
Remove Switch, Improve Security, Add EMV
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• Tier 1 merchant with co-brand and proprietary cards
planning to deliver EMV across U.S. and Canada in
same time period
› EMV strategy being driven by technical decisions for
Canada
• Impacts the US strategy and roadmap
› Canadian implementation typically cannot be directly
applied to U.S.
› Need to account for all payment types outside typical
credit/debit and routing implications
Implement EMV in Canada and U.S.
EMV Professional Services
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W. Capra Consulting Group
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• 14 years helping US Merchants design, enhance
and deliver payment and retail technology
infrastructures
› Comprised of Payments, Retail Technology and Security
Experts
› Focused on US EMV with International EMV experience
› Experience Across All Retail Verticals
W. Capra Consulting Group
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• Aware › Base Education
› Customized Education
› Merchant-tailored Workshops
• Engage › EMV Impact Assessment
› Roadmap/Strategy Development
› Detailed Project Planning
• Deliver › Advisory and Oversight
› Governance
› Delivery Assistance
Help for the Journey
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Questions