By Jeremiah Lotz
Contactless cards are the current trend across the financial services industry. Chase has already distributed nearly 20-million contactless cards, and Visa expects to distribute 100 million by the end of the year, according to a CNET article. The days of swiping a magnetic stripe debit or credit card to pay for groceries or conduct other transactions are gone. Chip-enabled EMV cards are on the way out, too, in exchange for contactless, tap-and-go methods of payments.
Contactless cards are not the first type of payment method to use near field communication (NFC) functionality for transactions. Launched as early as 2014, mobile wallets like Apple Pay, Samsung Pay and Google Pay (among others) are another type of contactless, tap-and-go payment method that uses NFC. Yet mobile wallets still only account for about 1% of all transactions, according to data from PSCU, the nation’s premier payments credit union service organization. Having been in the market for nearly five years, why have mobile wallets not taken off and grown in popularity like chip-enabled EMV cards did in the early 2010s and how contactless cards seem to be doing now?
The answer lies in merchant acceptance, or lack thereof. Not all merchants currently accept mobile wallets (or contactless cards, for that matter), so the majority of consumers have not yet felt the need to adopt these types of payments. However, it is expected that theforthcoming influx of contactless cards into the marketplace will drive mobile adoption as more and more consumers experience the ease and speed of tap-and-go payment methods for themselves.
Conducting a transaction by inserting a chip card takes an average of 10 seconds. Contactless, on the other hand, will take just a single second. Once consumers realize their purchasing experiences will be easier and faster with contactless cards and mobile wallets, there will be a natural shift in usage to these cards at all locations that accept them.
According to Visa, 95% of terminals now being shipped are contactless-enabled, and many merchants are committed to turning on their NFC functionality. Seventy-three of the top 100 merchants in the U.S. are already accepting NFC payments – which means these terminals already have the ability to process transactions using contactless cards, mobile devices, wearables or other payment objects. Target recently announced its more than 1,600 stores will have active contactless terminals soon, while Trader Joe’s, Whole Foods and Costco already accept contactless payments. Once merchants turn on their NFC and start accepting these forms of payment, it is likely that tap-and-go will become the new way to pay. Merchant acceptance is a key driver that will determine how quickly the adoption of contactless – and, in turn, mobile wallets – takes place in the U.S.
Mass Transit, Mass Acceptance
Passengers that ride MTA subways in New York City– which transport an average of 2 million riders every day – can now pass through a fare gate by tapping their contactless credit card or smartphone on a special terminal at each turnstile. Launched in May 2019, this option is expected to streamline the user experience, eliminate the need to purchase a separate card and allow consumers to get acquainted with the ease and benefits of tap-and-go payment options. Other cities including Boston, Chicago and Los Angeles are not far behind in making their own contactless announcements.
When EMV first launched and large retailers began accepting chip cards, general merchant adoption accelerated. A similar trend can be expected with contactless cards, and it is assumed that as contactless card adoption takes off over the next few years, mobile wallet adoption will increase accordingly. Credit unions should provide their members with these types of payment options now to compete with other financial institutions in anticipation of this shift, or they risk losing transactions and missing out on the coveted top-of-wallet spot. Getting ahead of the curve will enable members to choose the experience they want.
Jeremiah Lotz directs PSCU's initiatives to empower the company's Owner credit unions with innovative and engaging payment solutions. Jeremiah leads an experienced team dedicated to delivering PSCU's credit, debit, prepaid, fraud, mobile banking and online bill payment services. He also manages the strategic relationships PSCU forges with leading payments technology providers to ensure Owners have access to world-class platforms and solutions that build profitability and loyalty.