Tesco chooses Pricer and Hebert Retail to deliver ESL platform and DotMatrix™ displays for new concept store

Tesco chooses Pricer and Hebert Retail to deliver ESL platform and DotMatrix™
displays for new concept store 

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 4 p.m on Thursday
14th of February, 2008

Tesco has ordered today 2,750 DotMatrix™ ESL from Herbert Retail and Pricer to
be implemented by Herbert Retail in the dry-grocery department in April of 2008.
This follows an earlier commitment for 400 DotMatrix™ in the deli counter for
the same store. Tesco estimates that this technology will bring operational
efficiency by reducing printing costs and labor dependency, labor which can then
be redirected to servicing clients.

Tesco had earlier trialed another technology achieving some but not all of the
promised benefits. “We are pleased by the size of the order,” says Charles
Jackson, Pricer CEO. “It is a clear signal when Tesco considers Pricer
DotMatrix™ to be a mature scalable technology for their shelf edge display.”
DotMatrix™ ESL and signage are complementing most new Pricer ESL installations
in Europe and the US. They offer retailers the ability to update price and
information wirelessly in real time, and are especially suited for those product
categories where simple segment based ESL can not display all the information
required in an appealing  paper-like way. DotMatrix™ relies on bi-stable
electronic paper technology which requires little power but can offer a
pixel-based display.
Tesco has chosen two different formats of DotMatrix™ ESL, the DM 90 and DM 106
(referring to the active display diagonal of 90 mm or 106 mm).  The DM 90 will
be for dry-grocery while the DM 106 will be integrated into the deli counter.

About Tesco plc:
Tesco plc is an international grocery and general merchandising retail chain. It
is the largest British retailer by both global sales and domestic market share,
and is the third-largest retailer in the world, behind Wal-Mart and Carrefour.

About Herbert Retail:
Herbert Retail supplies IT solutions to the major UK retailers. In the
competitive UK retail market, customer service has become a key aspect of
strategy.

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  

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