Pricer enters into strategic cooperation with Coop - Signs a framework agreement for shelf labels in the Nordic countries

Pricer enters into strategic cooperation with Coop - Signs a framework
agreement for shelf labels in the Nordic countries

Pricer has signed a framework agreement with Coop for the implementation
of electronic shelf labels (ESL). In a first phase 15-20 stores will
implement the Pricer solution. The initial order value is estimated to
15 MSEK however, a total greater order value is expected over the next
few years.

Coop is since long customer to Pricer. This more comprehensive
cooperation will strengthen the relation in the Nordic countries.

”Coop is a large and important actor with over 4,000 stores in the
Nordic retail market. The retail group has been able to evaluate and see
the benefits of our system for several years” says Fredrik Berglund, CEO
of Pricer.

For further information, please contact:
Fredrik Berglund, CEO or Harald Bauer, CFO: +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 13:00 hrs CET on Thursday January 20th, 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

Pricer AB
(publ)                                                                  
                                                                        
        Website: www.pricer.com 

Bergkällavägen
20-22                                                                   
                                                                     
Telephone: +46 8 505 582 00

SE-192 79
Sollentuna                                                              
                                                                        
   Corporate Identity number: 556427-7993

Sweden