Pricer to Roll out ESL System to Danish Pharmacy Chain

Pricer to Roll out ESL System to Danish Pharmacy Chain 

In its capacity as issuer, Pricer AB is releasing the information in this press
release in accordance with the Swedish (2007:528) Securities Exchange Act. The
information was distributed to the media for publication at 11:00 a.m on Tuesday
June 10th, 2008.

One of Denmark's largest pharmacy chains, Apotekeren, has signed an agreement to
equip their member stores with electronic shelf labels (ESL). The pharmacies, 47
in total, will be installed together with Pricer's Danish partner NNIT and be
completed during 2008. The value of the order is in excess of 5 MSEK.

Apotekeren is the first integrated Nordic pharmacy chain to roll out ESL. All
stores will be equipped with Pricer's Continuum ESLs, and the customer has the
ability to upgrade to Pricer's fully graphic DotMatrix™ ESL. “Apotekeren carried
out a careful assessment of ESL solutions most suited to their specific shelf
display requirements,“ says Niclas Qvist, Area Sales Manager Northern Europe at
Pricer AB, “ and only Pricer offered both the most flexible solution and
investment security for the future.” 

“There are over 500 pharmacies in Denmark and we are confident that the Pricer
solution will be expanded to many of them within the near future.” says Steen
Banke, Sales Manager NNIT.


About NNIT
NNIT A/S is one of Denmark's leading consultancies in IT development,
implementation and operations. NNIT has more than 1,000 employees and a turnover
in 2006 of 1,016 MDKK.
For more information on NNIT, visit www.nnit.com 

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

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 close to 4,000 installations in over 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