Fredrik Berglund new CEO of Pricer

Fredrik Berglund new CEO of Pricer

The Board of Pricer AB has appointed Fredrik Berglund as the new
President and CEO. Fredrik Berglund will assume his position
immediately, replacing Charles Jackson, who has been CEO since 2007.

Fredrik Berglund, 49, currently runs his own business in corporate
development. During the period 1995-2006 he was active within the Tele2
group, including as head of Nordic operations and CEO of Tele2 Sweden.
Fredrik took part in bringing Tele2 from Sweden to a further 23
countries and in this period sales grew from SEK 200 million to SEK 50
billion. During the years 2007-2008 Fredrik was president of Scribona, a
company with sales of approximately SEK 10 billion and listed on Nasdaq
OMX Small Cap. Fredrik undertook a fundamental restructuring and the
business was subsequently sold to a major international buyer.

"It is with great satisfaction that we can present Fredrik Berglund as
the new CEO of Pricer. He lives very well up to the Board's requirements
of documented strong leadership and extensive experience in leading
companies on markets with strong growth" says Peter Larsson, Chairman of
the Board of Pricer. "I would also like to take this opportunity to
express the Board's appreciation for the work that Charles Jackson has
performed during his 8 years at the company. Under his direction, Pricer
has made some substantial changes and become profitable. The foundation
for further international expansion is now laid" adds Peter Larsson.

"Pricer's strong market position in electronic information systems for
the retail industry provides an excellent starting point for the future.
I look forward with great enthusiasm to be involved in improving the
company's internationalization with focus on profitable growth" says
Fredrik Berglund.

For further information please contact:

Peter Larsson, Chairman of the Board, cell +46 708 32 72 68

Fredrik Berglund, President and CEO, cell +46 704 91 90 00

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 13:00 hrs CET on Tuesday August 24th, 2010.

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 about 5,800 installations in more than
40 countries with the largest ESL world 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