First major European DotMatrix™ ESL contract for Pricer and Toshiba TEC as Belgacom reaches for the sky

First major European DotMatrix™ ESL contract for Pricer and Toshiba TEC as
Belgacom reaches for the sky

Belgacom, the main telecommunications company in Belgium, has chosen the new
generation Pricer DotMatrix™ ESL solution for its 90 mobile stores, with Toshiba
TEC ensuring the implementation and support services. The total value of the
order is 6 MSEK.

Belgacom selected the Pricer ESL solution to implement price automation and
centralize the updates of product specifications and shelf locations in the
stores. Other benefits of Pricer ESL are to improve competitive reactivity and
modernize store design. 

“We made a major technology leap here,” said Serge Jaroszewski, Shop Project and
Site Development Manager at Belgacom. “All our Shops receive automatically and
exactly at the same time the correct price information and the correct shelf
location for each product from a single point of contact.”

“We are very pleased with Belgacom's decision to roll out the DotMatrix™
solution in their stores”, says Charles Jackson, CEO at Pricer. “Retail
telephony represents a major opportunity for Pricer and this win further
increases our track record since the beginning of the year to provide the non
food sector with ESL that fit their needs.”

Belgacom calculated that this frees up five man hours per month per shop as well
as eliminates the costly and time-consuming distribution of bi-weekly printed
price labels.

DotMatrix™ label offers full flexibility of display content because it is
embedded with thousands of dots individually controlled by a microprocessor. The
very fine pixilation of those dots translates into a rich, textural display with
extreme detail. This means the screen can now display just about anything, from
brand logos and feature/benefit bullet points to scan able barcodes and time
based promotional messages. The technology also allows retailers to refresh
information on demand without affecting the battery life because the display
does not require energy after being refreshed.

TOSHIBA TEC started the roll out in February and will handle all maintenance and
support for Belgacom's dot matrix ESL technology program.

About TOSHIBA TEC
TOSHIBA TEC Europe (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, TERIS offers a
complete package from consulting and system design to system installation,
operation and maintenance. TERIS is an independent operating company of Toshiba
Corporation, the sixth largest electronics/electrical equipment company and the
world's 72nd largest company in terms of sales. 


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 4,500 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  

Pricer AB (publ)						
Bergkällavägen 20-22
SE-192 79 Sollentuna
Sweden
Website: www.pricer.com  
Telephone: +46 8 505 582 00
Corporate Identity number: 556427-7993 

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 9.00 am CET on
Friday March 13th, 2009.