Target Dumps Not So Smart Cards
from the let's-try-this-again... dept
Lots of news is going around about how retailer Target is dropping the “smart cards” they’ve been offering with Visa for the past few years. Every few years, people make a big stink about smart cards in the US, and every time they don’t go very far. While they’ve caught on in other places around the world, people wonder why the US sticks with dumb cards. Perhaps that’s because the “smart cards” we’re offering aren’t very smart. They don’t do much to take advantage of the so-called “smarts” – and what little they do isn’t all that compelling to end users. Furthermore, there was the marketing issue where both AmEx and Visa spent all their marketing dollars telling people what smart cards look like (“oooh, look, it’s got a chip!”) and forgot to point out why that’s useful to anyone.