SM High Plus diversifies business by launching automatic toll payment service on expressways (Korea)

SM Hi-Plus, which issues the "Hi-Pass" card used to pay highway tolls, has announced that it has applied a new brand identity (BI) to its website and app.
The new BI goes beyond the conventional "Hi-Pass" and includes the intention to lead the field of mobility payments. A "Hi-Pass" featuring the new BI has also been issued.
In order to strengthen the connection between the company and its vehicles, the company will launch a membership system and issue cards in collaboration with hobby clubs.
We are also working to diversify our business.
It also offers a video recognition smart tolling service that recognizes vehicle license plates registered on a smartphone and automatically deducts toll fees from linked bank accounts or cash cards.
The "Hi-Pass" toll payment system, which is currently used in parking lots on expressways and at airports, will be expanded to private parking lots as well.
In the first half of 2025, an app with various functions including smart tolling will be available.
"We will respond quickly and proactively to changing trends in the mobility payment market," said Ahn Byung-hun, head of the card business division at SM Hi-Plus.