It's interesting that the current talk track is educating merchants about the liability shift. In reality, we need to also educate merchants on the impact EMV will have on there day to day operations. For instance, merchants who rely on bar tabs, card on file or even gratuities with pre/post authorizations will not be supported with chip transactions.

EMV is not a one size fits all solution. The liability does not take into consideration the difference between MCC which will ultimately decrease its adoption rate. It also is based on a model of processing through standalone terminals. Integrated solutions designed for SMB will be impacted the most and mobile POS systems will lose there simplicity.

Cloudbased developers are going to find out the complexity to integrate with hardware. They are going to be stuck with middleware or terminals to communicate. Unless of course they have several thousands dollars to direct certify. Not only that, they will probably only certify with one processor, thus eliminating the merchants ability to shop around.

With that said, I support EMV, but think we need more innovation around the technology for chip cards to be fully adopted and the liability shift should not impact merchants until we can meet their needs too.