Record date for the reverse split of shares has been decided

Record date for the reverse split of shares has been decided

The Annual General Meeting held on May 4th, 2011 authorized the Board of
Directors to conduct a reverse split of shares with one (1) new share
for every ten (10) existing shares. The Board has decided that the
record date for the reverse split will be May 23rd. The last day for
trading the old number of shares is May 18th and the first day for
trading the new number of shares is May 19th.

As a consequence of the reverse split, the number of shares will
decrease from 1,067,028,040 to 106,702,804 and par value will increase
from 0.10 Swedish krona to 1.00 Swedish krona.

If a shareholder owns old class B shares not fully corresponding to a
full new share, the odd lot will be transferred to Pricer to be sold in
the market at the expense of the company. The received payment will then
be distributed between those shareholders who owned shares at the time
of the transfer to Pricer on a pro rata basis. The total number of class
B shares acquired by Pricer due to this transaction is so low that their
sale on the market will not have a significant effect on the share
price.

For further information, please contact:
Harald Bauer, CFO at Pricer AB: +46 8 505 582 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 17:00 hrs CET on Tuesday, May 17th, 2011.

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 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 (http://www.pricer.com/)
Website: www.pricer.com
Telephone: +46 8 505 582 00