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 09:00 hrs CET on Friday July 31st, 2009. As part of a strategic move to further enhance its customer relationship and price position, one of the largest retailers in South-Africa has chosen Pricer ESL for a first rollout phase. The rollout follows a successful pilot program in four of its food outlets, two supermarket formats and two convenience stores. Skydirect, Pricer’s South African partner, will ensure implementation and support. The first deployment phase concerns a region with about 30 supermarkets valued at approximately 30 MSEK. “We take considerable pride in being chosen by one of the world’s leading food retailers”, says Charles Jackson, CEO at Pricer. “It is another big step in the continued global expansion and global credibility of both Pricer and ESL.” “In the early stage of the project, several ESL solutions relying on various technologies were evaluated”, says Oron Branitzky, VP Sales at Pricer, “and the final decision was made following a year-long evaluation on speed, reliability and future proof capabilities.” The potential with this retailer in South-Africa is over 400 food outlets under the same banner. ”We expect within the next two years to have completed the entire banner deployment.” “With a mission relying on offering customers the best prices at all times in the market”, says Hendrik Bredenkamp, Managing Director of Skydirect, “this major retailer decided to go for Pricer ESL to significantly improve price integrity in its stores as well as optimizing its price changing process with a reliable and manageable system.” About Skydirect Skydirect (PTY) LTD, based in Johannesburg, South Africa, part of the XON company, offers Pricer ESL as a complete end-to-end solution for its retail customers across the continent. Among Skydirect’s customers is SPAR Group Ltd, with nearly 800 supermarkets in South-Africa, and Metcash, with 14 Trade Centers and 178 Cash and Carry stores.