EMV Technology Impacts Netflix’s Q3 Earnings
Since the United States made the switch to EMV (EuroPay, Mastercard and Visa) chip technology in October, some companies are beginning to report unexpected side effects – sluggish growth in the third quarter. A recent story from Patrick Kulp on Mashable, a global media company, reported that Netflix’s lack-luster third quarter earnings may be directly linked to the new technology.
Why? Because, according to Kulp, “[many] Netflix users may not want to go through the hassle of updating their payment records, and some may even use the switch as an excuse to bail on the service. As a result, the company can’t collect their fees.” Now, as third quarter earnings continue to roll in, business analysts are beginning to speculate as to what this means for businesses hoping to finish the year on a high note.
Why Was EMV Implemented?
In September, I provided insight into the reasoning behind the new chip-based technology, which pointed to the increasing number of credit card breaches as the reasoning behind the change. Over the years millions of credit card numbers and associated data have been stolen, leaving the credit card industry on the hook for the fraudulent transactions. In an effort to transfer liability from payment card companies to individual businesses, while providing greater protection to users against credit card fraud, the PCI Security Council supported the addition of EMV chip technology to the existing PCI (Payment Card Industry) Security Requirements.
The ultimate goal of EMV is to stop and prevent further fraudulent activity. Success has already been noted in countries outside the U.S. “Currently, almost half of the world’s credit card fraud happens in the U.S. where magnetic stripe technology is the standard,” stated David Navetta and Susan Ross in a blog on Data Protection Report. “Outside the U.S., an estimated 40 percent of the world’s cards and 70 percent of the terminals already use the EMV technology. These countries are reporting significantly lower counterfeit fraud levels with EMV cards than with the magnetic stripe cards.”
Businesses have rushed to accommodate the transition to avoid liability for any losses that result from fraudulent transactions. From installing devices that read the new chips, to training employees to address any questions and concerns that may come up during the payment process. Unfortunately, in order to bring the American public up to speed, payment card insurers are issuing new chip-enabled cards to card holders and, in many cases, users are being issued new card numbers as well.
Companies such as Netflix are beginning to feel the pinch as they are realizing that their customers are in no hurry to update their card numbers in their accounts, which means the company can’t collect subscription payments.
“Our over-forecast in the US for Q3 was due to slightly higher-than-expected involuntary churn (inability to collect), which we believe was driven in part by the ongoing transition to chip-based credit and debit cards,” the company said in its earnings release.
Is Your Business Witnessing Unexpected Consequences?
Third-quarter earnings are just beginning to be reported, which means we are unable to adequately identify how widespread this particular issue is.
So, we want to hear from you. Since the EMV chip technology went into effect on Oct. 1, what has your experience been? Have you had trouble collecting renewal payments from your customers? Comment below or send us a quick email.
If you have a specific question about EMV technology or another business challenge, you can always let us know by filling out the brief form at the top, right side of this page. And don’t forget to subscribe to Dear Drebit to get great business tips and advice delivered directly to your inbox!
By Brian Garland, CPA (Dublin office)