Companies developing online PIN solutions may see a silver lining in the Durbin Amendment, particularly if PIN and signature rates remain equal.
“The resultant reduction in Issuer revenues will have Issuers focusing away from signature debit to credit and PIN-only debit cards. E-Commerce merchants must enable PIN-only debit quickly and take advantage of the ability to steer consumers to the lowest cost payment type.”
Will this motivate eCommerce merchants to enable online PIN more rapidly? That will depend on issuers as well, but the value chain is going to change and there’s opportunity, as well as challenge in the anticipated debit new world order.