Home » EMV Acceptance: what we are seeing, reading and hearing.

EMV Acceptance: what we are seeing, reading and hearing.

I want to circle back and share an update with you on what we have been experiencing since the October shift in liability so that you might have an idea of where you fit in the process.

Thirty seven percent of U.S. merchant locations are fully equipped for EMV card acceptance, narrowly missing a projected 40% rate of deployment predicted by management consulting firm Strawhecker Group, according to recently published research.

Wind River definitely experienced the push in countertop terminal purchases late last fall in anticipation of the October 1, 2015 start date of the liability shift. That was quite a challenge as suppliers struggled to keep up with the demand!

Our counter top sales continue to be brisk as those clients who had decided to wait until after the holiday crush are converting. Many clients are also finding that their older terminals will “end of life” and no longer be supported with help desk assistance and software updates as suppliers are focusing their resources on newer secure EMV compliant terminals. Opting to avoid a crisis situation, they are purchasing now.

We agree, now is a great time to purchase a new EMV counter top card ready terminal. Chip cards are becoming pretty prevalent as you may have noticed from your customers. Also, as mentioned in a previous blog, these new terminals will also allow you to easily accept payment from your customers who are using their mobile wallet in their smartphone. We are offering installment purchase payments over three months which even makes it easier on your wallet.

While counter top terminals are being deployed now, EMV migration has been slower for integrated POS systems and equipment suppliers that support those systems are still working through EMV development and certification testing. We are watching the pipeline of certifications almost daily and are in contact with our clients to help them navigate the path forward. We want to be a resource to you and your POS vendor as this process continues to unfold, so don’t hesitate to contact us.

We realize this is a transition for everyone and we want to be supportive.  It is an honor being a resource to you when it comes to this part of your business. Let us relieve your worry, offer you solutions and assist you in serving your customers’ payment needs.

Client Care Team

info@WindRiverFinancial.com or 800-704-7253 option 4.


  1. K says:

    Are counter top terminals a requirement to avoid the shift in fraud liability? This isn’t my industry, but I’m thinking of restaurants, where servers take the physical card from customers to a central terminal. Will there be a push to bring a mobile terminal to the table?

    • Nathan Wright says:

      Hi K, good questions. Counter top terminals aren’t the only way to accept chip cards and avoid the liability shift. There are computer-based and tablet-based point of sale systems that can take chip cards as well. Lots of the traditional POS system companies are still working to add chip card capabilities to their products, but some have already finished.

      For restaurants, we may see a push for pay-at-the-table technologies. There are already some restaurants adopting payment devices attached to each table and/or mobile devices that servers can bring to a table when customers are ready to pay. However, if signing instead of entering a PIN stays the norm in the US, we may not see a large shift toward pay-at-the-table. Since very few chip cards in the US require PIN entry, restaurants can continue to take the card out of the customer’s sight and process it at a chip card capable terminal or POS station.

Leave a Reply