Insiders increase their shareholdings in Pricer

Insiders increase their shareholdings in Pricer

Executives in Pricer have increased their shareholdings in the company
within the framework of the Employee Stock Option Plan that were offered
to all employees in 2007 with expiration in June this year.

Chief Financial Officer Harald Bauer has increased his holdings, net, by
400,000 class B shares and thereafter owns 473,333 class B shares.

Vice President Business Development Nils Hulth has increased his
holdings, net, by 300,000 class B shares also being his total holdings
of class B shares.

Vice President Sales Oron Branitzky has sold 250,000 class B shares and
will shortly subscribe to 1,050,000 class B shares. Branitzky will
thereafter own 2,400,000 class B shares.

The number of shares is stated before the reverse split of shares that
have record date on May 23rd. Later in May/June, the executives will be
offered to acquire new options in the in the Employee Stock Option
Program that was decided at the Annual General Meeting on May 4th 2011.

For further information, please contact:
Fredrik Berglund, CEO or 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 15:00 hrs CET on Friday, May 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 (http://www.pricer.com/)