Pricer

Earnings Release • Feb 9, 2011

Additional order from one of North America's top 50 retailers

Pricer has received an additional order from one of North America's top 50 retailers which is operating over 250 grocery stores. Pricer first announced cooperation with this customer in a press release from March 10, 2010. The current order is for ESL installations at 40 stores starting in Q1 2011. Pricer estimates that the total value will be 25 MSEK in 2011.

Pricer expects additional orders from this customer in 2012 and beyond.

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 14:30 hrs CET on Wednesday February $9^{th}$ , 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) Bergkällavägen 20-22 SE-192 79 Sollentuna Sweden

Website: www.pricer.com Telephone: +46 8 505 582 00 Corporate Identity number: 556427-7993