Private label and co-brand card provider Alliance Data Systems Corp. has released an EMV co-brand card that features tap-and-pay functionality.

Alliance Data has created the new co-branded cards with MasterCard and BJ’s Whole Club and the Fuel Rewards Program. The new cards can make payments by tapping cards on contactless-enabled terminals.

The company hopes to take advantage of the approaching card network-imposed liability shift in the U.S. for merchants that are not EMV compatible. At the same time, the EMV migration is expected to include an upgrade to contactless mobile payment enabled terminals. Both trends are expected to lead to a major increase in terminals that can accept contactless cards.

"With the rise of mobile wallets, the industry will continue to shift to faster and easier methods of payment. The rollout of an EMV tap-and-pay card enables us to keep the customer experience consistent across our mobile and chip card solutions and with the predominance of plastic cards, contactless will reach more customers earlier in the adoption cycle," said Art Roca, senior director of payment services for Alliance Data's card services business, in a news release.


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