Pricer launches the first fully scalable wireless graphical ESL supported by an ESL platform

Pricer launches the first fully scalable wireless graphical ESL supported by an
ESL platform

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 2.45 p.m on Monday
25th of February, 2008.

Pricer has unveiled at Euroshop the first mainstream scalable graphical
Electronic Shelf Label (ESL) supported by its existing platform. The DotMatrix
(DM ESL) is capable of much more than conventional ESL devices. They display
what a paper label can display, in its exact typeface and layout, including a
readable barcode for store operations and self scanning needs. “The new DM ESL
takes away the last hurdles for retail with electronic shelf edge display,” says
Charles Jackson, Pricer CEO, “DM ESL brings together all the benefits of ESL
with all the benefits of paper.”

Already, Pricer has been answering two main retail needs with the launch of its
larger range of DotMatrix displays. Firstly, Pricer has been complementing its
standard grocery retail offer with wireless display solutions for areas where no
segment based ESLs have been adequate, such as Fruit and Vegetable and deli
counters, for reasons of information flexibility or customer readability. “Every
Pricer store is able to support seamlessly these new display devices,” says
Charles Jackson, “and we are even making many new installations in competitor
installed stores.” Pricer has also been able to extend the use of ESL into big
box retail such as DIY, office supply and electronics with the combination of
segment based and pixel based displays. “Our recent mix of new business includes
some of the leading Europeans and US big box retailers who now can address their
entire pricing needs,' adds Mr. Jackson.

Now, on the basis of this new technology, Pricer is expanding its ESL offering
to specialty retailing such as perfume stores, liquor stores and duty frees
stores. The DM ESL is more expensive than the standard segment-based ESL devices
and will not replace Pricers continuum ESL family. However, Pricer will
introduce the DM ESL into hypermarkets, for their category specialty areas such
as pharmacy and perfume areas, where information, customer comfort and
operational benefit go hand in hand. “In our drive to bring down the total cost
of ownership, “adds Mr. Jackson, “we are extending our offering to address all
wireless store needs, clearly positioning Pricer as the leader in the industry.

The display relies on new graphical technology termed bi-stable, which is
perfectly suited for retail needs. In essence it is a matrix-controlled display
that has information storage at the display surface, enabling a pixel graphical
representation with very low power needs. While most ESL companies only offer
segment based liquid crystal Displays (LCD), today Pricer is the only ESL
provider offering scalability in both solutions under one platform.

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

Pricer provides the retail industry's leading electronic display and Electronic
Shelf Label (ESL) platform, solutions, and services for intelligently
communicating, managing, and optimizing price and product information on the
retail floor. Pricer is only company today offering a communication platform
that supports both segment based ESL and pixel-based ESL. The platform is based
on a two-way communication protocol to ensure a complete traceability and
effective management of resources. The Pricer system significantly improves
consumer benefit and store productivity by simplifying work in the store.

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