Axis Helps Global Retailer Tally Weijl to Optimize Stores Layout and Merchandizing Strategies Using Network Video Surveillance Cameras

Axis Partners With Cognimatics and Data Components to Deliver People Counting Solution for Global Clothing Retailer

LUND, Sweden, December 14 - Axis Communications, the global leader in the network video market(1), is
supplying network cameras for people counting(2) at Tally Weijl. Axis
Communications is working with Cognimatics, creators of TrueView People
Counter(TM)(3), and Data Components, to deliver the solution, which will
count the number of visitors passing in and out of the participating stores.

Tally Weijl, a world leading clothing retailer from Switzerland, chose
Axis Communications to install 800 cameras, one to two cameras per store, in
French, German, Swiss and Austrian outlets. The network IP cameras are
ceiling mounted and located at the stores entrances and exits and utilize
Cognimatics' people counting algorithm.

Johan Akesson, Business Development Director for retail at Axis
Communications, said "This is a great example of how cameras are not just
useful for surveillance purposes, but can offer real insights into customer
behavior. This information can then be used to ensure store layout and
merchandizing strategies can be optimized to drive sales and profitability."

Two different types of Axis cameras are being used for the installation;
the AXIS 209FD(4) Network Camera, which is a compact network camera, and the
AXIS 212 PTZ(5), which provides full overview, and instant, one-click
pan/tilt/zoom. Both cameras are extremely durable, with sharp image quality
and fast installation times.

All video processing and counting is done by each individual camera
making the solution reliable, fast and very easy to use. As a security
feature the data is stored locally on the camera for one month and can be
collected over a network remotely. The solution is infinitely scalable and
standard camera equipment is the only hardware needed for the complete setup.

Notes to editors

About Axis

Axis is an IT company offering network video solutions for professional
installations. The company is the global market leader in network video,
driving the ongoing shift from analog to digital video surveillance. Axis
products and solutions focus on security surveillance and remote monitoring
and are based on innovative, open technology platforms.

Axis is a Swedish-based company, operating worldwide with offices in more
than 20 countries and cooperating with partners in more than 70 countries.
Founded in 1984, Axis is listed on the NASDAQ OMX Stockholm Exchange under
the ticker AXIS. For more information about Axis, please visit our website at
www.axis.com

About Tally-Weijl

TALLY WEiJL is an international operating fashion group. Core activities
lie in the field of design, production and sale of sexy fashion for girls.
The company was set up in 1984 by Tally Elfassi-Weijl and Beat Gruring. The
first shop opened its door in 1987 in Fribourg (CH). TALLY WEiJL has its head
office in Basel (CH), distribution centers are in Zofingen (CH) and in
Lorrach (GE). The design center is located within the Marais Quarter in the
fashion metropolis Paris (F). The enterprise is represented worldwide with
almost 550 stores in 30 countries and employs globally more than 2100 staff.
TALLY WEiJL is regularly engaging in spectacular culture and art projects.

About Cognimatics

Cognimatics, the leader in Cognitive Vision, is dedicated to providing
efficient and innovative products primarily for the mobile communications
industry and for intelligent surveillance. Cognimatics has more than 200
partners in more than 50 countries. The company's software is found in mobile
phones and surveillance cameras worldwide. More than 50% of the company's
research and development staff are PhD's, known internationally for their
research in the field of cognitive vision. For more information, please visit
www.cognimatics.com.

About Data Components

Data Components K+S GmbH based in Berlin, Germany was founded in 2004 and
is a European distributor and value added reseller for innovative IT-products
with focus on Network Video followed by Network Storage and
CD/DVD-Duplication. Data Components has many leading Manufacturers from
Europe, the USA and Taiwan in their product portfolio and furthermore
provides high quality Service Concepts.

(1) Axis Communications is the global market leader in the network video
market with a market share of network cameras of 31.2%. The world market for
network cameras alone is forecast to be worth more than $2.5 Billion by 2013.
The network camera market is set to have a CAGR of more than 28 per cent per
year over the next five years, according to industry analyst house IMS
Research (www.imsresearch.com) in its latest market report entitled
'The World Market for CCTV and Video Surveillance Equipment 2009 Edition'
published in August 2009.

(2) A people counter is a device used to measure the number and direction
of people traversing a certain passage or entrance per unit time. The device
is often used at the entrance of a building so that the total number of
visitors can be recorded.

(3) www.cognimatics.com/prodTVPCEmbedded.php

(4) www.axis.com/products/cam_209fd/index.htm

(5) www.axis.com/products/cam_212/index.htm

For further information please contact: Margareta Lantz, Investor Relations and Corporate Communications Manager, Axis Communications Tel:+ 46-46-2721800, e-post: pressoffice at axis.com; For further information about Axis Communications Retail Business
Development, please contact: Johan Akesson, Director Business Development Retail, Axis Communications, Tel: +46-46-272-2170 Email: johan.akesson at axis.com