As the United States credit card industry is turning towards EMV enabled cards, merchants will have to upgrade their terminals in order to be able to process retail payments. While most merchants currently still use MSR credit card processing equipment, MagicPay Merchant Services, a South Florida-based company, is now offering EMV equipment for free to its merchants. The offer will make it convenient and priceless for current and new merchants to upgrade to the new EMV chip technology. The merchant services industry is being evolved every day with new technology, regulations, and security measures in order to protect card holders and decrease fraud. While countries like Canada has adopted EMV technology long ago, the United States is still behind and plans officially to launch EMV as a requirement for all merchants (except fuel dispensers) by October, 2015.