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For contactless card readers or "tap and pay," because the device uses near feld communication (NFC), the changes required for EMV compli- ance are different and will likely be handled by the device and by the sup- plier as an upgrade. Updating readers at each vending machine would put a tremendous strain on vendors, explains Ron Manne, vice president of global sales and marketing at Coinco/Royal Ven- dors. "A lot of credit card hardware has been installed over the past 10 years most of which is not EMV capa- ble," he said. Vending operators are essentially running 100s or 1,000s of individual stores each with a card reader, and to be on the safe side they would have to be replaced." With all the recent negative publicity about cyber-attacks, Manne believes the card companies will launch a cam- paign explaining how secure EMV is in order to regain some consumer confdence. But if a vending machine is not identifed EMV compliant, will consumers shy away? After all, vend- ing is not the main target of credit card fraud. "I believe it will be one of the hot topics at the NAMA conven- tion," Manne added. Other security options While EMV is more secure than mag stripe, suppliers and processors have already put work into maintaining the security of current mag stripe data. In the case of USA Technolo- gies, Maeve Duska, vice president of marketing touts the end to end encryption and secure card tokeni- zation — which adds another level of encryption beyond PCI requirements — that ensures the safeguarding of users' information when they pay via cashless. "The ePort Connect service network, as well as our devices, are currently designed to protect cus- tomer credit data — whether it's magnetic stripe, EMV contactless or EMV contact. However, since the card associations (Visa/MasterCard), banks and others in the payment pro- cessing ecosystem still need to agree and move in unison towards the creation of an EMV infrastructure, to date, the business case for adding EMV at the vending operator level hasn't been strong," Duska added. "We'll be gathering more feedback from customers in this area based on the EMV options we intend to present to customers over the next few months." Everyone is waiting on the major card brands to decide exactly what EMV will look like in the U.S. It may have a chip and pin or chip and signature but in vending at least, it's likely neither will be required at the machine and mag stripe cards will continue to work for the near future. While a low fraud risk may give ven- dors a reprieve from replacing exist- ing devices, most of the industry agrees that as new readers are pur- chased, operators would be wise to buy those that are EMV capable. It is the only way to ensure they are ready for the day chips cards are all consumers carry. '' ...to date, the business case for adding EMV at the vending operator level hasn't been strong. '' – Maeve Duska, vice president of marketing for USA Technologies '' Over time mag stripes won't be supported. '' – Ron Spinella, executive vice president at Apriva 60 Automatic Merchandiser VendingMarketWatch.com April 2014 E M V T E C H N O L O G Y autm_54-61_0414EMV_F.indd 60 3/24/14 4:46 PM