TMF2964 Software Economics Assessment Project 2026 | UNIMAS

TMF2964 Assessment Project

Pay & Go is a Malaysian technology company based in Sarawak that specializes in smart parking solutions and lifestyle convenience. Their platform is designed to replace traditional parking coupons with digital payments across various councils and shopping malls in Malaysia.

Core Services

• Smart Parking Management: Integrated with local councils (MBKS and DBKU) and major shopping malls in Kuching, allowing for seamless digital payment of parking fees.
• Auto Parking Collection (APC): Uses license plate recognition for automatic deduction from your Pay & Go wallet when entering and exiting participating car parks.
• Elderly Easy Payment (EEP): A dedicated service for seniors aged 60+ that automatically deducts parking charges from a registered wallet without requiring a smartphone at the time of parking.
• Lifestyle Convenience: Includes services such as EV charging, powerbank sharing, and digital ticketing for events.

Where to Use It

The service is widely available in Kuching at locations including:

• Shopping Malls: CityONE Megamall, The Spring, Vivacity Megamall, Plaza Merdeka, and Sarawak Plaza.
• Council Areas: Smart parking operations managed by MBKS and DBKU councils

In this project, you are required to adopt the e3value model to answer the following tasks,

1. “Design an e3-value model for a Smart City Parking System(like Pay & Go). Show how the City Council, the App Developer, and the Citizen all benefit.”
2. Provide the profitability analysis table and elaborate on it.
3. To complete the e3-valueanalysis for a Smart City Parking System (like Pay & Go), students must test the “robustness” of the model.

Scenarios

Here are 5 scenarios you can provide to students. For each, they must explain how the diagram connections change and whether the Net Present Value (NPV) for each actor remains positive.

Scenario 1: The “Digital Divide” (Elderly Inclusion)

• The City Council mandates that the App Developer must support Elderly Easy Payment (EEP), where seniors park for free or at a 50% discount without using a smartphone.
• Who subsidizes the lost revenue—the App Developer (lower commission) or the City Council (lower collection)?

Scenario 2: The “Ghost Town” (Low Occupancy)

• A new mega-mall opens nearby with free parking, causing a 40% dropin on-street parking transactions in the Council zones.
• At what transaction volume does the App Developer’s NPV turn negative?

Scenario 3: The “Data Monetization” Pivot

• The App Developer decides to stop charging the City Council a commission. Instead, they sell Anonymized Traffic Data(Value Object) to local businesses for targeted advertising.
• Does this make the system more or less sustainable?

Scenario 4: The “Enforcement Failure” (Free-Riding)

• The LPR (License Plate Recognition) cameras have a 15% error ratedue to heavy rain or poor lighting, allowing many cars to park without the system triggering a payment.
• How does this “leak” affect the Reciprocitybetween the City Council and the App Developer? (i.e., will the Council continue the “License to Operate”?)

Scenario 5: The “Incentive” Strategy (Smart Refund)

• To reduce traffic congestion, the Council introduces a “Smart Refund”—if a Citizen leaves a parking spot 15 minutes early, they get a partial credit, and the spot is immediately flagged as “Available” in the app for the next user.
• Analyze the Value: Does having two people pay for the same spot in one hour increase the total net profit value of the network?

Submission

1. E3value diagram
2. Profitability analysis sheet
3. Refined model and answers for the scenario
4. Recorded presentation