First major European DotMatrix™ ESL contract for Pricer and Toshiba TEC as Belgacom reaches for the sky

Belgacom, the main telecommunications company in Belgium, has chosen the new generation Pricer DotMatrix™ ESL solution for its 90 mobile stores, with Toshiba TEC ensuring the implementation and support services. The total value of the order is 6 MSEK.

Belgacom selected the Pricer ESL solution to implement price automation and centralize the updates of product specifications and shelf locations in the stores. Other benefits of Pricer ESL are to improve competitive reactivity and modernize store design.

“We made a major technology leap here,” said Serge Jaroszewski, Shop Project and Site Development Manager at Belgacom. “All our Shops receive automatically and exactly at the same time the correct price information and the correct shelf location for each product from a single point of contact.”

“We are very pleased with Belgacom’s decision to roll out the DotMatrix™ solution in their stores”, says Charles Jackson, CEO at Pricer. “Retail telephony represents a major opportunity for Pricer and this win further increases our track record since the beginning of the year to provide the non food sector with ESL that fit their needs.”

Belgacom calculated that this frees up five man hours per month per shop as well as eliminates the costly and time-consuming distribution of bi-weekly printed price labels.

DotMatrix™ label offers full flexibility of display content because it is embedded with thousands of dots individually controlled by a microprocessor. The very fine pixilation of those dots translates into a rich, textural display with extreme detail. This means the screen can now display just about anything, from brand logos and feature/benefit bullet points to scan able barcodes and time based promotional messages. The technology also allows retailers to refresh information on demand without affecting the battery life because the display does not require energy after being refreshed.

TOSHIBA TEC started the roll out in February and will handle all maintenance and support for Belgacom’s dot matrix ESL technology program.

TOSHIBA TEC Europe (TERIS) manages product planning, marketing, sales, service support and distribution of point of sale systems, cash registers, scales, barcode printers, peripherals and software information systems throughout Europe, the Middle East and Africa. As a total solution provider, TERIS offers a complete package from consulting and system design to system installation, operation and maintenance. TERIS is an independent operating company of Toshiba Corporation, the sixth largest electronics/electrical equipment company and the world's 72nd largest company in terms of sales.

About Us

Pricer AB is a global leader in providing in-store digital shelf-edge solutions that enhance both store performance and the shopping experience. The increasingly feature-rich Pricer platform is fast, robust, interconnectable and scalable. Pricer was founded in Sweden in 1991 and is listed on the NASDAQ Stockholm, Small Cap. For further information, please visit


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