Pricer alters the license agreement with Ishida - Receives an order for SEK 40M

Pricer alters the license agreement with Ishida - Receives an order for
SEK 40M

Pricer and Japanese Ishida have agreed to revise the license agreement
signed in 2007.

The agreement includes that Ishida has placed orders for ESL equipment
valued at SEK 40M to be delivered in 2011 - 2012. Additionally, Ishida
will pay 50 percent more in unit royalties per installed graphic
display. Furthermore, Pricer will waive the remaining SEK 13M in license
fees that Ishida was supposed to pay in the beginning of 2011.

“The revised agreement is an effect graphic labels having developed
slower than initially anticipated within the Japanese market. However,
we have recently seen an increasing demand for ESLs,” says Fredrik
Berglund, CEO of Pricer.

Ishida is partner to Pricer in Japan since close to fifteen years and
has so far installed Pricer ESLs in over 1,500 stores.

For further information, please contact:
Fredrik Berglund, CEO or Harald Bauer, CFO, Pricer: +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 14:00 hrs CET on Monday February 21th, 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/)