1. Case Study Launch of EMV
Presented by
David Cole

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

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

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

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

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

7. 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

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

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

10. 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

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

12. 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