Launched in 2020, Pay & Go has grown into Sarawak’s flagship smart parking system, expanding from its first sites in Kuching malls to citywide mobility infrastructure aligned with the state’s digital economy blueprint.
Origin and concept
Pay & Go Sdn Bhd chief executive officer Eddie Wee shared that when they first started, parking in Kuching was plagued by long queues, lost tickets, and unreliable cash-only machines, with drivers voicing frustrations on social media.
“People complained about the hassle of physical tickets during peak hours and the lack of convenient, contactless options,” he told Sarawak Tribune.
From there, he said, the idea for the app was sparked by a combination of public demand and a clear business opportunity in addressing urban parking inefficiencies in Sarawak.
“We saw a gap for a digital, cashless solution that could integrate with local infrastructure, especially as Sarawak pushed towards a digital economy,” he said.
From that idea came Pay & Go, designed as a ticketless, cashless system to simplify parking.
How the system works
To put the idea into practice, Wee explained how the Pay & Go system works from a driver’s perspective.
He said that once the users downloaded the Pay & Go app from the App Store or Google Play, upon entering a participating parking lot equipped with License Plate Recognition (LPR) cameras, the user’s vehicle plate is automatically scanned and recorded.
He added that when the user is ready to leave, they can simply open the app, enter or scan your plate number to view the fee, and pay via e-wallets like S Pay Global.
“Once paid, the system recognises your plate at the exit boom gate, which lifts automatically.
Meaning, no tickets or queues needed! “LPR and app-based payments enabled seamless, contactless exits and faster processing through digital wallets,” he said.
Early adoption and rollout
With the system in place, the next test was whether it would work in real-world conditions.
Wee said the first implementation came at CityOne Megamall in Kuching in June 2020, marking Sarawak’s first LPR smart car park system.
“Early adoption was positive, with users appreciating the convenience, though some initial hiccups involved app integration and awareness.
“This early success prompted quick expansions to Plaza Merdeka, VivaCity Megamall, and The Spring,” he said.
He shared that many praised the time savings and ease of use of the app, with a public poll later showing 92 per cent support for Pay & Go’s expansion into Kuching Council Parking.
“Building owners and mall management also valued reduced operational costs and smoother traffic flow. “Initial challenges included convincing management to invest in LPR hardware and integrate with existing systems, as well as concerns over data security and user adoption.
“Demonstrations of cost savings and alignment with Sarawak’s digital push helped. Success stories from early adopters like CityOne, Plaza Merdeka, and The Spring accelerated buy-in,” he said.
Challenges and adaptation
Despite positive feedback, Wee noted that gaps remained in Sarawak’s digital infrastructure for mobility solutions at the time.
While the government was advancing fintech like Sarawak Pay, he stressed that private innovation was needed to deploy specialised technology such as LPR for parking.
“Public systems were slower to adapt to urban demands, so we filled that void by creating a scalable, user-friendly platform that could integrate with the government digital infrastructure such as Sarawak Pay (now SPay Global),” he said.
Meanwhile, Plaza Merdeka shared that its biggest challenge was getting customers comfortable with a fully ticketless and cashless system.
“For example, not receiving a physical parking ticket upon entry caused confusion initially.
Some customers were also hesitant to use digital payment platforms like SPay Global.
“These issues were resolved through on-ground assistance, signage, and customer education over time,” it said.
Policy and smart city context
Building on these early lessons, Wee explained how Pay & Go fits into Sarawak’s wider digital economy and smart city ambitions.
He said the app aligns with the Sarawak Digital Economy Blueprint 2030, which emphasises innovation, data use, and infrastructure.
For him, it is not just about cashless payments but also about easing congestion and preparing for electric vehicles.
“By providing cashless, efficient parking and integrating with tools like SPay Global, we contribute to reduced congestion, enhanced mobility, and economic prosperity,” he said.
On expansion, he confirmed that growth is already in the pipeline.
“We plan to extend the system beyond malls and offices into council-owned and on-street public parking.
“We’ve polled the public and there is strong support for integration with Kuching’s council systems.”
He added that partnerships with ChargeSini for electric vehicle infrastructure point to wider mobility applications.
“We are also exploring on-street integrations to make the system truly citywide,” he said.
He also highlighted engagement with state agencies such as the Sarawak Multimedia Authority (SMA), which endorsed the LPR launch, and close integration with SPay Global, the government’s fintech platform.
“This collaboration ensures seamless payments and aligns with state digital initiatives,” he said.
When asked about standardisation, regulation, or data-sharing with local authorities, Wee acknowledged that challenges exist, particularly in standardising across operators and ensuring compliance with data privacy rules.
“Data-sharing with authorities requires secure protocols, but our integration with government platforms like SPay Global has helped mitigate this.
We’re working proactively to align with smart city standards to avoid fragmentation,” he said.
Following this, he added that policy support is crucial for sustainable scaling.
“It provides the framework for incentives, infrastructure funding, and regulatory clarity that enable widespread adoption.
“In Sarawak, supportive policies under the digital economy blueprint have been key to our growth, ensuring tools like ours can integrate seamlessly and contribute to longterm goals like reduced emissions and efficient urban planning,” he said.
Feedback and impact
For mall operators, the benefits were just as clear on the ground.
Plaza Merdeka shared that before the smart parking system was implemented in their mall, the previous system was prone to breakdowns as multiple hardware components made the machines fragile.
“When a part became faulty, the entire system often became unusable, causing disruptions and inconvenience,” it said.
Looking at the problem at hand, Plaza Merdeka said that after evaluating various options, they realised that the system offered by Pay & Go could significantly improve their operational workflow.
“It offers a more efficient, cashless, and ticketless solution that reduces hardware maintenance, speeds up entry and exit, and enhances the overall customer experience.
“Since the adoption of the smart parking system, it has significantly improved traffic flow, especially during peak hours and weekends.
“Moreover, it eliminates the need for drivers to stop and collect or submit tickets, allowing for smoother and faster entry and exit,” it said.
It added that customers and tenants appreciate the convenience of cashless payments and the ability to pay directly via mobile apps without needing to visit an autopay machine or counter.
“The seamless entry and exit process has also improved overall satisfaction,” it said.
The shopping centre added that more buildings in Sarawak should adopt cashless, ticketless parking.
“A ticketless and cashless parking solution enhances efficiency, reduces resource usage, and improves the overall user experience. It’s a step forward in modernising facility management,” it said.
For Plaza Merdeka, embracing smart mobility solutions is also essential for malls and offices.
“Embracing smart mobility solutions should be a priority for any organisation managing parking facilities.
“While there may be some challenges initially, the longterm benefits, such as improved efficiency, cost savings, and better customer satisfaction, clearly outweigh the drawbacks,” it said.
Broader industry vision Building on this feedback, Wee said Pay & Go has the potential to reduce congestion citywide by optimising traffic flow in highvolume areas such as malls and offices, significantly cutting exit times.
“While starting as a niche for commercial parking, scaling to public spaces could have broader impact, especially combined with smart city data for real-time management.
“It is a step toward fast, convenient urban mobility,” he said.
Looking ahead, he outlined Pay & Go’s vision to become a leading smart city and lifestyle platform across Southeast Asia.
“Over the next few years, we’ll expand beyond Sarawak to Singapore and ASEAN markets via partnerships like with RH Synergy.
“New features include in-app public parking availability information, in-car payments (integrated with Proton’s ATLAS system), EV charging integrations, parking reservations, and broader services like digital vouchers and powerbank rentals. “We’re aiming for seamless, multi-modal mobility solutions.”
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Autor(en)/Author(s): Noor Syahhira Hady
Dieser Artikel ist neu veröffentlicht von / This article is republished from: Sarawak Tribune, 24.08.2025
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