In the third of our series of posts on key themes from TTG 2026 we look at the evidence that White Label EMV is really starting to penetrate the market, alongside cEMV Pay as you Go (PAYG) turn up and travel solutions. From the nationwide implementation by Translink (NL) with Thales, providing  white label EMV cards and a virtual card solution in mobile wallets, to individual transit authority implementations such as by MARTA Atlanta (US).

Both Translink and Thales explained that the key drivers were cost reduction, simplification through using the same technology for the readers and in the back office. EMV readers read both open loop (cEMV) and closed loop white label cards and mobile devices. Physical white label EMV cards are low cost and available from multiple suppliers avoiding vendor lock.

Peter van Dijk, CEO of Translink clearly defined the benefits as “cost reduction, technology simplification, existing interfaces to major mobile wallets and time to market”.

Venceslas Cartier of Thales explained in more detail how closed loop EMV can greatly improve and “”, compared to card based user experience. He also stressed the need for a unified approach between Account Based Ticketing and EMV architecture. The approach should encompass open competitive pricing, lower lifecycle costs and future proofing, where new devices can be added without system re-design. Citing a list of deployments including New York (US), Dubai (UAE), nationwide in the Netherlands, Stockholm, Sweden and soon to be launched in Atlanta (US), he noted that the momentum is compelling, stating “if now is the time for White label EMV, it has arrived and penetrating the market rapidly”.