EMV migration is effectively mandatory. A key component of the EMV chip migration plan is the shift of liability for fraudulent transactions.
All major markets having already deployed EMV are predominately utilizing chip and PIN as the authentication method, as this has proven to be the most secure. With the dynamic authentication feature (DDA), the “chip” in the card is the authentication component of the card, and the PIN is the authenticator of the cardholder. Some of the data on the chip changes with each transaction, allowing the issuer to confirm that the card is authentic.