Smart Card is a chip card that contains a microship processor, used widely in the Europe as well as in the Asia Pacific. (For those of you who are not familiar with chip card, here is an introduction) Many countries have adopted the technology to counter fraud. The biggest selling point of converting from issuing magnetic stripe to smart card is fraud protection.However, there are many types of fraud. For example:
1. Using a fake card that contains a valid identity.
2. Using a real stolen card with a real identity.
3. Using a stolen identify to apply for a real credit card.
A smart card performs secured authentication with the terminal (ATM machines, or Point-Of-Sale terminals) at the point of contact. Magnetic stripe cards basically are being read at the terminal without authentication. The only time the magnetic card is being verified is when the transaction is sent to the issuer for approval. If the credit card account is a valid account but the card is fake, the issuer or any stand-in processor will not know the difference and will go ahead approving a transaction made by a fake card on a real account. Therefore smart card comes in to play by providing the extra layer of authentication between terminal and the card to verify that the card is not fake. So the next time you happen to find a smart card on the street left by someone, you cannot duplicate the card and try to use the duplicate because the cryptographic keys on the chip card cannot be copied over without damage to the chip.
So problem #1 is solved.
Problem #2 is a little different. The terminal has verified that the card is real, but it does not know it is a stolen card that has not been reported yet. So when the terminal sends the transaction into the network for issuer approval, and if the issuer or stand-in processor does not have record of the card being a stolen card yet, the transaction will be approved. Unfortunate incidence, but happens a lot. The good news is, once the issuer or stand-in processor has been updated about the stolen record, any future transaction will be denied. Hopefully you don’t lose too much money on the first few unauthorized transactions before your card stolen report has taken effect.
Problem #3 is the most difficult fraud to solve, and smart card, unfortunately, DOES NOT solve the problem. If a person uses a real identity to apply for a chip-based credit card, the smart card can be use fraudulently without any red flags, until the real person discovers the identity theft.
Because of the memory and processing capability in the chip embedded in the card, card issuers take the idea and further develop personalized loyalty programs to achieve marketing purposes. Target is one of those early adopters of smart card merchants, but the end results were not as expected.
If we break away from fraud protection positioning, smart card’s potential in the marketing business component is still not very certain yet. Card issuers, processers, acquirers are yet to find the exploitation on the uniqueness and the amount of information that can be stored on a chip based credit card. Therefore, as in Target’s case, building a loyalty program is not a strong business case to do a major roll out. Not in the US.