Toshiba France signs a frame agreement for Pricer ESL to 11 Hypermarkets and Supermarkets with Système U

Toshiba France signs a frame agreement for Pricer ESL to 11 Hypermarkets and
Supermarkets with Système U

Toshiba France signed a frame agreement for delivery of the Pricer ESL system to
11 Système U stores (hypermarkets and supermarkets) in the south of France. This
agreement has been concluded between Toshiba and Système U represented by Mr
Prou, president of Système U south area and owner of Hyper U Agde which will be
the first store to be implemented. The roll is expected to be carried out by the
fist quarter 2008. Planned deliveries are valued at more than 1 000 000 Euros
and include both Continuum ESL displays, as well as Pricer's new Dot Matrix TM
displays. This agreement strongly strengthens the Pricer ESL penetration in the
Système U group.

“The choice of Pricer was based on our future-proof platform,” says Philippe
Goas, Area Manager, Middle Europe at Pricer, “and the fact Système U wanted to
use our new Dot Matrix TM displays for it's fresh food areas as part of their
total ESL solution.” The bi-stable displays use a zero power pixel based
technology giving full display flexibility for product and price information,
including pictograms and bar codes. “It is important to note that Système U
Southern France had tried other ESL systems before choosing the Pricer
platform”, added Philippe Goas.

“Pricing strategy is an important part of the Système U market approach,” says
Jean Luc Sarrazin, Système U key account manager of Toshiba, “and the Pricer
platform is the only fully scalable solution that offers both segmented displays
and bi-stable shelf displays.”

About Système U:
Système U is one of the leading chains of independent stores in France. It
represents a group of 48 Hyper U, 670 Super U and 140 Market U.

About Toshiba:
TOSHIBA TEC Europe (TERIS) is a European distributor of the Pricer solution.
TERIS manages product planning, marketing, sales, service support and
distribution of point of sale systems, cash registers, scales, barcode printers,
peripherals and software information systems throughout Europe, the Middle East
and Africa. As a total solution provider, TOSHIBA TEC Europe offers a complete
package from consulting and system design to system installation, operation and
maintenance.


For further information, please contact:
Charles Jackson, President and CEO Pricer AB: +46 8 505 582 00


In its capacity as issuer, Pricer AB is releasing the information in this
pressrelease in accordance with the Swedish (2007:528) Securities Exchange Act.
The information was distributed to the media for publication at 4:15 p.m on
Thursday November 8, 2007.

Pricer provides the retail industry's leading electronic display and Electronic
Shelf Label (ESL) platform, solutions, and services for intelligently
communicating, managing, and optimizing product information on the shop floor.
The platform is based on a two-way communication protocol to ensure a complete
traceability and management of resources. The Pricer system significantly
improves consumer benefit and store productivity. 

Pricer, founded in 1991 in Uppsala, Sweden, offers the most complete and
scalable ESL solution. Pricer has over 3,100 installations across three
continents with approximately 60 % market share. Customers include many of the
world's top retailers and some of the foremost retail chains in Europe, Japan
and the USA. Pricer, in co-operation with qualified partners, offers a totally
integrated solution together with supplementary products, applications and
services.

Pricer AB (publ.) is quoted on the Nordic Small Cap list of OMX. For further
information, please visit www.pricer.com