What the heck is
EMV and why
should I care?
65,000 DATA BREACHES AND MANY MYTHS LATER,
THE HARD FACTS

CORE Restaurant
Webinar
WELCOME!
7/15/2015 © CORE RESTAURANT MARKETING

What we’ll cover today
EMV, what is stands for and background info
EMV October liability shift
Operator attitudes and concerns on EMV technology
Q&A from moderator – Debunking EMV myths
 9 Myths you’ll hear about EMV
Solutions & conclusions
Q&A from audience
7/15/2015 © CORE RESTAURANT MARKETING

Webinar panel
Tony Ventre,
Chief Strategy Officer, emaginePOS
Relationship Manager, Heartland Payment Systems
Joe Welsh,
Managing Principal, CORE Restaurant Marketing
Rick Zambrano (Moderator)
President, Maryland Restaurant Consulting
7/15/2015 © CORE RESTAURANT MARKETING

Tony Ventre: EMV background
EMV Chip-Cards – What are they?
How the standard has been
implemented outside the U.S.
What has caused the delay in
moving EMV standards forward in
the U.S.
How do “tap-and-go” technologies
like Apple Pay come into play?
7/15/2015 © CORE RESTAURANT MARKETING

Tony Ventre: What does the
October deadline mean?
What’s the date and what does it
mean?
Does EMV acceptance reduce or
eliminate PCI scope?
Does EMV harden my defenses
against a data breach?
What does EMV acceptance
technology look like and what will
it cost?
Photo credit: Calendarcraze
7/15/2015 © CORE RESTAURANT MARKETING

Joe Welsh: Operator attitudes
Confusion
Wait and see
What operators are hearing from
some payment processors and
POS providers
Costs and credit card processing
rates
7/15/2015 © CORE RESTAURANT MARKETING

Taking on EMV myths. Fact or
fiction?
Lawmakers have set the October deadline as a hard stop for operators
to start accepting EMV Chip-Cards
Restaurant operators should only evaluate accepting the new
technology for EMV from a risk assessment perspective
“I can only get a reliable EMV Chip-Card solution from my POS company.
It’s an additional, worthwhile investment in what I already have.”
7/15/2015 © CORE RESTAURANT MARKETING

Taking on EMV Myths. Fact or
fiction?
“Getting equipment to process EMV Chip-Cards helps me with Apple
Pay and other mobile wallet technologies.”
“My current credit-card processing company is best equipped to
provide me with the facts on EMV.”
Leasing equipment is a short-term solution restaurants and retailers can
afford and free* POS systems are particularly cost-effective
7/15/2015 © CORE RESTAURANT MARKETING

Taking on EMV myths. Fact or
fiction?
Operators can afford to wait for more EMV technology acceptance
solutions to come out
“Customers don’t care whether I have the new technology or not.
Certainly, EMV Chip-Card solutions have no bearing at all on my
restaurant branding or marketing.”
“If credit card processors presents solutions, they will only try to sell
their own products.”
7/15/2015 © CORE RESTAURANT MARKETING

Solutions for EMV acceptance
7/15/2015 © CORE RESTAURANT MARKETING

Other considerations
Point-to-point encryption
End-to-end encryption
Tokenization
Out-of-scope card processing
Network management
Breach insurance
7/15/2015 © CORE RESTAURANT MARKETING

Thank you for joining us!
Tony Ventre,
e. anthony.ventre@e.hps.com
t. 800-917-6711 ext 120
Joe Welsh,
e. jwelsh@corerestaurantmarketing.com
t. 888-890-9492 ext 101
Rick Zambrano (Moderator)
e. rick@marylandrestaurantconsulting.net
t. 301.944.0452
7/15/2015 © CORE RESTAURANT MARKETING

The End
WE HAVE 10 MINUTES TO TAKE ANY QUESTIONS
YOU HAVE
7/15/2015 © CORE RESTAURANT MARKETING