After years of resistance in the U.S., a migration is well underway – moving from traditional magnetic stripe charge cards to EMV cards that contain an embedded integrated circuit. There is no doubt that the EMV technology – in wide use in other parts of the world – helps prevent fraud, but U.S. retailers and financial institutions have been hesitant to adapt the technology for a variety of reasons, namely the cost to switch out hardware, like point-of-sale terminals. Some of the experts interviewed for this new ebook from SC Magazine, say slow acceptance, incomplete commitment, limited ROI, and a lack of education on the EMV payment process is likely to stymie its adoption in the U.S. But, the tide may be turning for quicker adoption. A spate of high-profile data attacks that hit big merchants like Target and Home Depot have raised concerns about payments fraud, and merchants are surely eyeing October 2015, when new rules will shift the liability for most fraud losses in a face-to-face environment from the issuer of the consumer's card to the merchant.