Confusion at the Cash Register: the Incredible Shrinking FeliCa Logo and EMV (U)

New POS systems are appearing in 7 Eleven stores with much bigger touch screens and NFC readers that add the EMV NFC logo while shrinking the FeliCa NFC mark down to a ridiculously small size.

New Panasonic JT-R600CR terminals at McDonald’s and MOS Burger are not much different and also shrink the FeliCa NFC logo until it almost disappears.

Big EMV – NFC Pay logos are mostly wishful thinking at this point rather than wide based EMV contactless support. There just isn’t that much, ahem, financial incentive on the merchant side to make it happen.

Unfortunately this creates customer confusion. Inbound visitors assume the EMV logo means they can use EMV Contactless. It does not. More than a few frustrated inbound visitors have tried and tried assuming the 7 Eleven POS terminal will finally beep a successful transaction.

7 Eleven should hurry up and get NFC Pay support in place, or tape over the EMV Contactless logo until it is ready for action.