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DNA Selects Gemalto to Guide EMV Deployment Strategy for U.S. Debit Card Issuers

Gemalto works with financial institutions to determine debit or credit chip card profile that meets current needs.

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By: DAVID SAVASTANO

Contributing Editor, Coatings World and Ink World, Coatings World and Ink World Magazine

Gemalto has been selected by the Debit Network Alliance (DNA), a consortium of leading U.S. debit network providers, to deliver EMV consulting services. Gemalto’s EMV Allynis Consulting Services are designed to accelerate the deployment of EMV, reducing time between DNA’s business plan and go-to-market. Gemalto’s consultants recommended and executed a strategy that details card, terminal and personalization requirements.
 
“Gemalto provided us with a comprehensive consulting program to validate our DNA AID specification for market readiness,” said Paul Tomasofsky, executive director of the DNA. “Gemalto’s EMV expert review of our specification enabled us to confidently move forward in our deployment efforts.”
 
With annual costs of card fraud in the U.S. alone estimated at $8.6 billion per year, EMV will bring a substantial reduction in fraud from point-of-sale (POS) to counterfeit cards. Gemalto consulting experts work with financial institutions to determine the debit or credit chip card profile that meets their current needs. To simplify the transition process, Gemalto also provides EMV card issuance and fulfilment services thanks to its large EMV footprint in the U.S.

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