Pricer secures major ESL deals in Italy

Pricer secures major ESL deals in Italy

Pricer's master distributor in Italy, Nicolis Projects srl has placed an order
for over 25 stores following several major wins in Italy with leading food
grocers Bennet Hypermarkets, Sisa Supermarkets, Famila, Crai, Conad and E.
Leclerc. The order is in excess of 7 MSEK and follows an earlier order of 3
MSEK. Deliveries are to be completed during 2008.

Since 2006, Nicolis has successfully commercialized and implemented Pricer's ESL
system in the Italian retail market. “Italy is characterized by many small local
chains and it is a great achievement to reach such a market position”, says Mr
Stefano Nicolis, General Manager Nicolis Projects, adding ”and is testimony of
Pricer's technology and reliability but also our level of services and
integration.”

“Demand in Italy for ESL and Pricer is very strong and the pipeline of
opportunities continues to grow”, says Mr Oron Branitzky, Vice President Sales
Pricer. “With over 300 stores equipped to date, Pricer is the clear market
leader. In most cases we are the only provider selected for store pilot, and
this gives us high confidence in our market development.”

For further information, please contact:
Charles Jackson, CEO Pricer AB: +46 8 505 582 00

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

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 4,000 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