Pricer’s acquisition of Eldat completed

Tel Aviv April 24th ,2006

Pricer’s acquisition of the competitor Eldat has now been completed. Pricer acquired 100 % of the shares in Eldat today, August 14, 2006 and thus issues 261,8 million new shares (Class B), consisting of 100 % of the approved shares to the former owners of Eldat. The newly subscribed shares will be issued immediately after registration at Bolagsverket (the Swedish Company Registration Office) and will be transmitted to the accounts connected to VPC (the Swedish Central Securities Depository & Clearing Organization) of the new shareholders.

For further information, please contact:

Rami Sharon, President and CEO, Eldat Communication Ltd.: +972 3 6887879

Pricer, founded in 1991 in Sweden, is a leading supplier of electronic display and information systems to the retail industry. Pricer offers electronic information systems that significantly improve customer profitability and productivity.

With the widest product range on the market, Pricer’s ESL systems are installed in more than 1 300 stores on three continents. Customers include the second largest retail chain in the world 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 O list of the Stockholm Stock Exchange. For further information, please visit Pricer´s website. A subscription service for online news releases via e-mail is available on the website.

Pricer AB (publ)                                        Website: www.pricer.com

Bergkällavägen 20-22                            Telephone: +46 8 505 582 00

SE-192 79 Sollentuna                             Corporate Identity number: 556427-7993

Sweden

Eldat, is a leading vendor of Electronic Shelf Labels (ESL) in the retail market. With over 13 million labels installed in about 1250 stores worldwide, Eldat maintains its position as one of the fastest growing companies in the retail market.

Eldat Communication Ltd is a privately held Israeli based company, dedicated to providing advanced communication solutions to the retail industry. Established in 1993, Eldat has developed unique capabilities in the infrared communication field, based on experience in the development of Electronic Defense Systems and Integrated Circuit design (ASIC). For further information, please visit Eldat´s website.

Eldat Comunication Ltd                                 Website: www.eldat.com

7 Rival Street                                                   Telephone: +972 3 6887879

Tel Aviv 67778

Israel