Zebra builds its brand identity around enterprise asset intelligence


Zebra builds its brand identity around enterprise asset intelligence

Deep Agarwal
Regional Sales Director – India
Zebra Technologies


Brand Projections 2019

Zebra Technologies’ (Zebra) new brand positioning in 2018 is aimed at better enabling its customers, partners and vendors in the era of digital transformation. The new strategic brand addresses Zebra’s transformation from a provider of Automatic Identification and Data Capture (AIDC) to providing enterprise asset intelligence that fuels the company’s long-term growth.

Zebra’s brand promise is to deliver a performance edge to the frontline of business. And at the heart of this positioning, is the brand essence “Empowering Your Performance Edge”. Zebra expects “the edge”, which refers to frontline staff, to become increasingly important in 2019 as real-time data is set to be captured for enhanced visibility and analytics to generate actionable insights.

With further development of new technologies, people will become increasingly dependent on the immersive experience offered by the smart edge devices that surround them. This is where Zebra empowers the frontline of enterprises to be better, faster and smarter – be it in the healthcare, retail, transport and logistics, or manufacturing sectors – with real-time visibility technologies.


Transforming Customer Journey

The biggest catalyst for Zebra’s repositioning is how end-consumers’ expectations are fuelled by an increasingly on-demand economy, which calls for an improvement of the customer journey. Zebra strives to guide enterprises through digital transformation and provide them with the tools they need to succeed. The goal is to ensure that the frontline workers of enterprises have the right technology that amplifies their skills to maximize overall productivity and minimize errors.


 Action Plan
Zebra’s agenda for 2019 is to enable enterprises to empower their frontline – be in in the healthcare, retail, transport and logistics, or manufacturing sectors – with real-time visibility technologies. It believes this will be the key to securing the digital business.


New Tech vis-á-vis R&D

Zebra has one of the largest R&D centers located in India with a strength of more than 500 staff. It invests up to 10 percent of its global annual revenue in R&D, which is significantly higher in comparison to industry standards of about one to two percent. Zebra’s engineers are constantly innovating new technologies that can be seen in most of Zebra’s products.

With India as one of its key markets in Asia Pacific, Zebra stays committed towards offering the latest technology to the frontline of both the Indian Government as well as the manufacturing industry. In addition, Zebra is also known for providing its edge solutions to other key industries such as retail, healthcare, transportation and logistics, amongst others.




Name of the Founder/s : Ed Kaplan,Gerhard Cless
Headquarter : Lincolnshire, Illinois (USA)
Year of inception : 1969
Interesting Facts :
• Zebra announced the results of its second annual “Intelligent Enterprise Index” and, introduced Zebra Savanna – the Data Intelligence Platform. The Index is a survey that measures where companies are on the journey to becoming an “intelligent enterprise”
• Zebra announced the results of the Asia-Pacific edition of the Future of Fulfilment Vision Study, a body of research analyzing how manufacturers, transportation and  logistics (T&L) firms, and retailers are preparing to meet the growing needs of the on-demand economy.
The path-breaking products/solutions from last FY :
Zebra’s TC75-series touch compute rugged mobile devices that has been deployed as a part of the UP-100 program


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