Pricer receives first multi store order from leading DIY chain

Pricer receives first multi store order from leading DIY chain

In its capacity as issuer, Pricer AB is releasing the information in this press
release in accordance with the Swedish Securities Exchange Act. (2007:528) The
information was distributed to the media for publication at 4 p.m. on Tuesday
September 16th, 2008.

Praktiker Hungary has signed an agreement with Pricer's partner Szintezis for an
initial roll out of the Pricer ESL system in 5 of its 17 stores in Hungary. The
installations are to be completed by Q2 2009. The estimated value of the order
to Pricer is 6 MSEK.

Following a successful ESL pilot in Praktiker Budapest with both segment and
pixel based ESLs, Praktiker, the fourth largest Do-It-Yourself (“DIY”) & Home
Improvement retailer in Europe, placed two consecutive orders to immediately
deploy the Pricer ESL solution and confirming their selection of Pricer as their
exclusive ESL supplier for the coming stores.

“Our policy is to support our customers with IT solutions that give direct
benefit to them and with ESL we can make sure that the prices are always
correct,” says Dr. Sandor Onody, Finance Director, Praktiker. “We installed the
first store with ESL about one year ago and are now prepared to take this to the
next stage.”

Praktiker has 427 stores in 9 countries of which Hungary is earmarked as the
first phase for ESL deployment. 

“We are very excited about opening up this new market segment through a Tier One
retailer,” says Charles Jackson, CEO, Pricer.  “The food retailers were the
first to realize the ROI & business advantages of ESL, but when a leading DIY
retailer such as Praktiker comes to similar conclusions our market potential
increases significantly.”

“Praktiker's order is the outcome of the excellent support they received from
Szintezis, our partner in Hungary,” says Oron Branitzky, Vice President Sales,
Pricer. “This, coupled with our ability to provide a scalable solution
supporting low cost and graphic displays in the same store, was the equation for
success.”

About Praktiker: Praktiker, (FWB: PRAG) based in Kirkel, Saarland, Germany, is
the fourth largest DIY retailer in Europe. It opened its first store in 1978 and
maintains today 427 stores under two brands (Praktiker and Max Bahr) in nine
European countries. The Group's operations are located in Germany, Luxembourg,
Hungary, Greece, Bulgaria, Romania, Turkey, Poland and Ukraine.



For further information, please contact:
Charles Jackson, 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 the 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 over 4,000 installations in more than 30
countries with approximately 60 percent 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