Only 37% 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 research it published Wednesday.

The current study showed payment processor readiness, gateway readiness, and technical staff resource availability affected the speed of implementation most. The card networks set an Oct. 1, 2015 date for EMV adoption, after which non-compliant parties faced a shift in fraud liability.

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