1. Communication & Education Working Committee July 2013
Who Educates Whom: Communication Best Practices – Proposed information flow among stakeholders relating to the US EMV Migration
Communication & Education Working Committee
July 2013

2. About the EMV Migration Forum
The EMV Migration Forum (EMF) is a cross-industry body focused on supporting an alignment of the EMV implementation steps required for global and regional payment networks, issuers, processors, merchants, and consumers to ensure a successful introduction of more secure EMV contact and contactless technology in the United States. The focus of the Forum is to address topics that require some level of industry cooperation and/or coordination to migrate successfully to EMV technology in the United States. For more information on the EMV Migration Forum, please visit
Purpose of this Document
The goal of this document is to analyze the relationships between stakeholders who are involved in the US EMV Migration with an emphasis on communication and educational objectives among stakeholders. The project team was cross-functional so that many views are represented and captured in this document.
This report will be located in the members-only section of the EMV Connection website at Comments or questions regarding this document should be submitted to

3. Acknowledgements Project Co-Leads Team Members
The Who Educates Whom Project Team would like to thank everyone who provided input to the project. It is only with this input that we are able to get this insight from various industry participants involved with the US EMV Migration effort.
Project Co-Leads
Brady Cullimore, American Express
Cindy Knowles, FIS
Team Members
Alyssa Arredondo, DataCard
Anne Lieberman, Target
Lori Breitzke, E&S Consulting
Amy Linden, MTA NYC Transit
Hiram Carrington, City National Bank
Christine Lopez, Vantiv
Jon Harvell, UL Transaction Security
Lisa Morgan, American Express
Diane Jackson, CPI Card Group
Maria Tukker, Discover

4. Table of Contents Usage Instructions Stakeholder List
Stakeholder Diagrams
Communication Glossary

5. Usage Instructions
Please consider that many organizations play multiple roles within the ecosystem and during their respective US EMV migrations. These diagrams are intended to present information at a very high level and are recommendations or best practices for you to consider, not requirements.
Identify your organization’s role(s) within the US EMV migration ecosystem using the Stakeholder List
Locate and review the Stakeholder Diagram(s) wherein your organization’s role(s) is in the primary (green) position (i.e )
Understand what communication or education your organization is encouraged to provide to other stakeholders using the Communication Glossary

6. Diagram Key Primary stakeholder analyzed in the respective diagram
Stakeholder that should provide communication or education to the Primary stakeholder
Stakeholder that should receive communication or education from the Primary stakeholder
Stakeholder that has a two-way communication or education relationship with the Primary stakeholder
Communication or education which flows to the Primary stakeholder
Communication or education which flows from the Primary stakeholder
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7. Who Educates Whom
STAKEHOLDER LIST

8. Communication Glossary
Stakeholder List
Slide #
Slide #
10.
Acquirer
17.
Issuing Processor
11.
Acquiring Processor
18.
Merchant (Tier 1 & 2)1
12.
Cardholder
19.
Merchant (Tier 3 & 4)2
13.
Industry Organization
20.
Payment Network
14.
Independent Sales Organization (ISO)
21.
POS / ATM
Manufacturer / Supplier
15.
Industry Supplier / Manufacturer / Vendor
22.
Owner / Operator
16.
Issuer
23.
Standards Body / Regulators
1 – More than 1 million transactions per year, though precise classification can vary
2 – Less than 1 million transactions per year, though precise classification can vary
Communication Glossary

9. Who Educates Whom
STAKEHOLDER DIAGRAMS

10. Communication Glossary
Acquirer
Diagram Key
Stakeholder List
Communication Glossary

11. Communication Glossary
Acquiring Processor
Diagram Key
Stakeholder List
Communication Glossary

12. Communication Glossary
Cardholder
Diagram Key
Stakeholder List
Communication Glossary

13. Industry Organization
Diagram Key
Stakeholder List
Communication Glossary

14. Independent Sales Organization (ISO)
Diagram Key
Stakeholder List
Communication Glossary

15. Industry Supplier / Manufacturer / Vendor
Diagram Key
Stakeholder List
Communication Glossary

16. Communication Glossary
Issuer
Diagram Key
Stakeholder List
Communication Glossary

17. Communication Glossary
Issuing Processor
Diagram Key
Stakeholder List
Communication Glossary

18. Communication Glossary
Merchant (Tier 1 & 2) 1
1 – More than 1 million transactions per year, though precise classification can vary
Diagram Key
Stakeholder List
Communication Glossary

19. Communication Glossary
Merchant (Tier 3 & 4) 2
2 – Less than 1 million transactions per year, though precise classification can vary
Diagram Key
Stakeholder List
Communication Glossary

20. Communication Glossary
Payment Network
Diagram Key
Stakeholder List
Communication Glossary

21. POS / ATM Manufacturer / Supplier
Diagram Key
Stakeholder List
Communication Glossary

22. POS / ATM Owner / Operator
Diagram Key
Stakeholder List
Communication Glossary

23. Standards Body / Regulators
Diagram Key
Stakeholder List
Communication Glossary

24. COMMUNICATION GLOSSARY
Who Educates Whom
COMMUNICATION GLOSSARY

25. Communication Glossary (1 of 4)
Term
Definition
Acceptance awareness at POS
Consists of items that help the cardholder understand whether chip cards are accepted at the point-of-sale (POS) terminal.
Examples:
Visual cues to the cardholder.
A clerk who is able to state whether a POS terminal accepts chip cards.
Assistance at POS
Consists of items that assist the cardholder in completing a transaction at the point-of-sale (POS) terminal.
Visual or printed instructions at or near the POS terminal.
A clerk who has sufficient knowledge to support a cardholder through a successful transaction.
Best Practices
Methods or techniques that have consistently shown results superior to those achieved with other means, and that are used as targets.
Business requirements
Characteristics of the product, from a business and capabilities perspective, that must be delivered to provide value.
Stakeholder List

26. Communication Glossary (2 of 4)
Term
Definition
Chip Awareness
Communications that make a cardholder aware of chip products (versus mag-stripe products) in general.
Chip Value Proposition
Information that educates cardholders on the benefits of a chip card .
Educational resources
Actions or documentation prepared to facilitate a smooth US EMV migration.
FAQs
(Frequently Asked Questions) A list of questions and answers relating to the US EMV migration.
Instructions on / around POS / ATM
Documentation or visual cues affixed to the POS or ATM which assist the cardholder in completing a successful transaction.
Lessons learned
Lessons that a stakeholder has learned through trial and error or previous experience. When aggregated at the industry level, “lessons learned” becomes “best practices”.
Messaging on LED screen
Instructions on terminal display that prompt the cardholder to perform the actions necessary to complete a successful transaction at the ATM.
Stakeholder List

27. Communication Glossary (3 of 4)
Term
Definition
Operating instructions
Instructions which educate a stakeholder on the proper usage of a device, especially with respect to changes made to enable EMV transactions.
Operating Rules
Compliance requirements and rules that increase consistency and interoperability among various financial service providers.
Policy
Guidelines, processes, and procedures formulated and enforced by a governing body to direct and limit actions accordingly.
Merchant / ATM location finder (Phase 1)
Web-based application which enables cardholders to locate merchants who accept chip cards and EMV-compliant ATMs, primarily to be utilized during the Phase One Deployment to increase the rate of US EMV adoption.
Product capabilities
Capabilities of a product that a manufacturer or supplier primarily communicates to its customer.
Product requirements
Characteristics of a product primarily communicated from a customer to a manufacturer that must be delivered to provide value.
Regulations
Rules or directives made and maintained by an authority (i.e. – government).
Stakeholder List

28. Communication Glossary (4 of 4)
Term
Definition
Specifications
Detailed description of the design and materials used to make a product.
Standardized terminology
A list of industry-accepted definitions of terms so that an industry may effectively communicate cross-functionally.
EMV Migration Forum has published guidelines for standardized EMV-related terminology:
Testing & Certification requirements
Requirements from the Payment Networks for chip cards and terminals to ensure data integrity, authenticity, and interoperability.
Examples:
Payment Networks require that EMV cards be certified by an authorized testing facility to ensure data accuracy prior to cards being issued to cardholders.
Payment Networks require that EMV POS/ATM terminals be certified by an authorized testing facility prior to implementation.
Usage instructions
Detailed, step-by-step instructions so that a customer understands how to use a product.
Stakeholder List