Mastercard has announced plans to introduce a new customer authentication solution based EMV 3DS messaging protocol to help European retailers meet new payment standards set to come into force in September 2019.

The Mastercard Identity Check is a new platform that is intended to reduce disruption and unnecessary friction at the checkout. The solution will support the SCA requirements of the Payment Service Directive 2.

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During an early adopter phase, Identity Check was found to reduce fraud and card declines. This is said to have improved user experience while increasing profits for retailers and issuers.

Mastercard Europe executive vice-president Milan Gauder said: “We conducted the first successful EMV 3DS transaction in September.

“We’re excited to be migrating our Mastercard Identity Check solution with EMV 3DS, leveraging real-time authentication methods such as dynamic passwords and biometrics, to drive a securer online experience and one that’s fit for the future of e-commerce.”

A research by Mastercard has found that 75% of European online merchants are unaware of the new security standard for payments that will come into effect in September next year.

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The EMV 3-D Secure is intended for safe online transactions. It will offer an industry standard that includes new technologies such as biometric authentication.

Mastercard revealed that only 14% of the surveyed retailers currently support SCA, and 51% of them said they will be ready for the new standards next year or have zero plans to support it.