Case Study Launch of EMV Presented by David Cole

What we should have done Market Research Planning Problem definition Targets Phases Quick wins Longer term wins Result

Market Research What is our market Who are your customers What do they want Put it under the microscope and find out

Realistic Planning Numbers of Cards Numbers of Terminals Numbers of Customers Potential Losses Potential Profits

Realistic Timescales How quick can the Bank deliver Should it be in-house or out-sourced Not too long Not too short

Define the Problems What are we trying to solve Can we get any quick wins Is there a social win involved

Define What You are Targeting Who is the target market How big is it How conservative is it How affected by: Advertising Affect Fashion Define the phases of the launch

Quick Wins Can we find a quick win Can we get buy in Do we need incentives

Longer term Wins What the product should deliver Realistic Timescales Realistic Targets

EMV Launch – What we actually did 1997 – We did it Technical development not business Not targeted – for all One market project 14 different projects in banks XX different projects in suppliers No focus One bank wanted to be first in the world Cut corners Left things out (PINS) Did not test

EMV Launch The aims Reduce fraud And not much more …………………….

EMV Launch The result Low usage Lots of stupid questions (we didn’t tell anyone) Fraud actually went up Then 5 years later we had to do it all again properly with Chip and PIN