PRICER ESL PLATFORM BREAKTHROUGH QUADRUPLES COMMUNICATION SPEED WITH EXISTING INFRASTRUCTURE

PRICER ESL PLATFORM BREAKTHROUGH QUADRUPLES COMMUNICATION SPEED WITH EXISTING
INFRASTRUCTURE

Pricer, the leader in Electronic Shelf labels (ESL), announces today a system
breakthrough which vastly increases its existing infrastructure communication
speed. 

The Pricer platform, based on diffused Infrared light, delivers a speed of more
than 50 000 full ESL updates per hour as measured by industry standards, making
it by far the industry leader compared to radio solutions. The new speed will
ensure a minimum of 200 000 information updates per hour, bringing increased
flexibility to retailers for price optimization and inventory information
updates, as well as supporting Pricer's new product offering DotMatrix™,
wireless pixel-based graphical displays, also termed bi-stable or electronic
paper.

“We are seeing wireless communication needs in food retail increase greatly”,
says Charles Jackson, Pricer CEO, “as stores continue to implement aggressive
price optimization strategies while complementing their ESL solutions with our
DotMatrix™ pixel-based displays.” Pricer is the first and only ESL Company to
support both segment-based and pixel-based displays under the same wireless
platform. “In essence,” adds Charles Jackson, “this is a version of Moore's law
on the doubling of computing speed being realized in wireless store
communication, and Pricer will lead it in scalability, flexibility and system
performance.”

Pricer's system philosophy has been to ensure that a store, no matter what its
size, can make a full update of its ESL system within approximately 1 hour,
including full inventory information. With the introduction of DotMatrix™,
Pricer has sought to ensure that operational flexibility is not affected. “If a
store needs to update 5 000 wireless displays, whether segment based or
pixel-based,” adds Mr. Jackson, “they must be able to immediately. Our system
should not dictate the rules, the retailer should. This is at the very core of
our system.”


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 press
release in accordance with the Swedish (2007:528) Securities Exchange Act. The
information was distributed to the media for publication at 13:45 p.m on Monday
11th of February, 2008.

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 nearly 4,000 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