Visa is launching a new card aimed at combating card not present (CNP) fraud in the UK. The card essentially adds a two factor authentication token to the back of the card that can be used to validate possession of the card online.

This is an interesting concept, but the execution of this with online businesses will make all the difference. The key here is the merchants and their adoption of this technology. If adoption is slow, then the card company may be forced to allow use of this card at sites without the pin. If this is the case, the improved authentication is rendered useless because a scammer could still steal the card information and use it online. If, on the other hand, the card issuer continues to require the use of the pin in order to complete an online transaction despite slow adoption by merchants, this could doom the use of the card by consumers as they won’t find enough places to use it.

Online merchants are the key to the success of this experiment and they have incentives to make this work. CNP fraud is a big problem and costs online companies billions of dollars per year. If they can band together to speed adoption of this technology, it will go a long way to changing how online fraud occurs.

Tags: authentication, CNP Fraud, Online Fraud, scammer

This entry was posted on Thursday, May 14th, 2009 at 10:48 am and is filed under Financial Services, Online Communities, Online Gambling, Online Gaming, Online Retail. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.