Pricer and Meto Launch New Sign System; New Market Segment for Pricer is Sold By Meto's Sales Force

Business Wire, August 10, 1998

UPPSALA, Sweden--(BUSINESS WIRE)--Aug. 10, 1998--Pricer and Esselte Meto deepens the co-operation and a result of this is launching of a new Electronic Sign System. Esselte Meto will be the distributor for this new system primarily in Germany, Switzerland and Spain. This system will mainly target the Fresh Food (fruit and vegetables and deli) departments in food stores but will also offer a complete solution for smaller stores. In a marketing agreement, Pricer and Meto have outlined a very active sales program and enhanced co-operation to address this new market sector for electronic pricing and information.

Esselte Meto is the world leader in sign systems for the retail trade and Pricer is a market leader for electronic shelf labels. Pricer's system is based on Infra-Red technology and enables the retailer to change prices fast and safely from a centrally located computer and with virtually 'unlimited' frequency. In this co-operation, Meto will sell Pricer's products together with Meto's own mechanic sign system.

"The market for Electronic Price Information is now taking off, which makes our co-operation with Pricer really interesting," said Norbert Hetzer, Business Manager for Meto's Retail Merchandising System. "Our unique PromoSign system in combination with Pricer's electronic price labels solution is a concept which will bring obvious advantages to the trade. Electronic Pricing is suitable for almost all departments in a store and Meto is especially interested in the departments for fresh food," continues Hetzer. "This is the category, where dynamic pricing can create significant benefits to the retailers as well as to consumers. Today we are present in nearly all food retail outlets with our unique PromoSign System, either in the Fruit and Vegetable, fresh food or beverage departments. We have already a number of orders signed for installation within a few weeks from retail chains in Europe, one example is the chain Volg in Switzerland," ends Hetzer.

"Esselte Meto has a sales organization with very high presence in the Central European retailing market and they form an important additional resource in selling our products in Europe," Thomas Landberg, President and CEO of Pricer AB commented. "Pricer is the only supplier of a complete portfolio of electronic labels, including the niche for Fresh Food departments. The electronic pricing package for such departments, which we now are offering together with Meto, will cement our position as the market leader in the market for electronic pricing. Meto's installed base of sign systems is substantial. We will now be able to offer these customers an interesting conversion to Pricer's electronic pricing system using their installed sign base," Landberg continued.

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   CONTACT: Pricer AB
             Thomas Landberg, CEO and President,   46/18-18 81 00
             Esselte Meto
             Norbert Hetzer, Business Manager for Meto's Retail
             Merchandising Systems
               49-62-72-630
             or
             Investor Relations
             Pricer AB
             Hans Westerberg, 203/227-9140