The hurdles to broader EMV adoption in the U.S. have many causes, but to the consumer the end result is typically the same: A longer payment process with no immediate gain.

MasterCard's M/Chip Fast, a similar time-saving software update to the recently announced Visa Quick Chip, is one way to address the friction taking place at the point of sale by consumers who must wait up to 10 seconds to remove their EMV cards from a reader — if the merchant even allows them to make a chip payment at all.

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