Creditcall to Help Midsize Merchants Migrate to EMV
April 17, 2014
U.K.-based gateway provider and EMV migration expert Creditcall used last week’s ETA TRANSACT event in Las Vegas to unveil a “refreshed” brand identity. The new branding was revealed at a time when Creditcall’s EMV expertise is in great demand. Finally.
“About three years ago I was betting that something would happen with EMV, Jeremy Gumbley, CTO of Creditcall told CardNotPresent.com at last week’s event. “But it was such a roller coaster ride here. Even a few months ago there were rumors that the card networks were going to pull the plug on their mandates. Then Target happened. Combined with the debit networks implementing common AID, that part is as done as it’s ever going to be. It’s now up to the card issuers to figure out what technology they’re going to roll with and how they’re going to issue those cards. This year that will begin. They’re saying that by the end of the year there will have been 60 to 100 million chip cards issued.”
With the momentum being enjoyed by EMV, Creditcall’s brand “refresh” comes at a good time. Gumbley said Creditcall’s sweet spot in the next few years will be midsize merchants looking for EMV-compliant solutions but that don’t have the resources and expertise of the largest merchants. The company will offer these “Tier 2.5 merchants” who are running Windows and Linux-based POS systems its EMV migration solution.