ATM industry players are reluctant to embrace the EMV secure card standard, according to a survey from the ATM Industry Association.

Most respondents to the June survey lack a clear grasp of card networks' requirements to adopt EMV chip technology in the next few years, the organization said in a July 6 press release.

Industry players do not know how much the conversion to EMV, which most global markets have already adopted as the best path to reducing counterfeit payment card fraud, will cost their organizations, according to the survey.

Most ATM operators have no idea how long the conversion of their machines will take and 93% of respondents said the industry will not be ready to meet the earliest migration deadlines next year. Just 5% said the industry might be ready and 2% were not sure.

The Sioux Falls, S.D.-based ATM Industry Association conducted its survey in June online among 43 ATM industry executives, including at independent ATM deployer companies, financial institutions, service providers and network operators.

The lack of a clear mandate from Visa Inc. for ATM operators to convert to EMV is one reason the industry is up in the air, David Albertazzi, a senior analyst and expert with Boston-based Aite Group, said in June.

But the industry overall has a fairly negative attitude toward adopting EMV because companies don't see how the cost and effort will benefit them, Mike Lee, the ATM association's CEO, said in the release.

"This survey shows a widespread uneasiness, skepticism and lack of understanding in the U.S. industry about EMV migration," Lee said.

Just over half, or 51% of respondents, say EMV technology will benefit consumers when the U.S. adopts it. Some 33% of respondents said consumers will not benefit, and 16% were unsure.

Despite certain initial deadlines kicking in next year, three-quarters of ATM industry executives say their organizations have not drawn up any EMV migration roadmap yet, and 63% do not know the approximate cost to their companies of adopting EMV technology.

Although card network deadlines for EMV conversion vary somewhat, MasterCard Inc. set April 19, 2013 as the deadline for EMV conversion, shifting liability to the ATM owner for any fraudulent Maestro transactions at an ATM unable to accept EMV cards.

Some 70% of respondents said they know "very little" about MasterCard's specific EMV conversion requirements, while 21% said they know nothing and 9% said they know "a lot."

Almost half of all respondents said they understand the overall industry and card network EMV conversion requirements "moderately well," while 42% said they have a poor understanding of requirements. Only 9% said they are perfectly clear on EMV conversion requirements.

Seventy-five percent of respondents said their organizations have not drawn up an EMV migration road map, while 25% have already done so.

ATM industry players are also uncertain of the benefits of shifting to EMV technology, with only 36% agreeing there are advantages to adopting the standard, while 43% said they do not believe there are significant benefits and 21% were unsure.

Respondents were more evenly split on the question of whether adding mobile or contactless payment capabilities to EMV card readers would make the cost of migration worthwhile, with 40% agreeing that mobile features would be a plus, 37% saying mobile features would not make the effort worthwhile and 23% unsure.

More than half, or 57% of respondents, said they believe some type of undefined "incentives," rather than the liability shifts, would help accelerate EMV adoption, while 26% said incentives would not help and 17% were not sure.

Forty-six percent of respondents said they had no idea how long it would take to adapt their ATMs to EMV, while 42% said they had a good idea and 12% were unsure.

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