The Durbin Amendment held out hope for pro-EMV product strategists in the U.S. that the Federal Reserve Bank would mandate this fraud-prevention standard in their final rules. In lieu of a requirement, U.S. issuers will have to settle for good old-fashioned market forces to put pressure on the industry.
Debit issuers who are trying to create new value out of their portfolios are looking to their international traveling accountholders as one entry channel for EMV products. But, that's not the only one.
Viewpoint - Payments Hub Renaissance in 2018
Report - Private Label Credit Cards: A Market, Not Just a Niche