Zebra Technologies (including Reflexis) Strengths, Domain Expertise, and Key Differentiators
Zebra Technologies boasts a diversified product portfolio encompassing mobile computing, printing, scanning, and AI-driven solutions. The company's AI capabilities are evident in offerings like Workcloud Actionable Intelligence 7.0, which leverages machine learning to optimize retail operations . Additionally, Zebra's recognition on CRN's 2024 Internet of Things 50 list underscores its leadership in IoT hardware.
Zebra enables organizations to excel in the on-demand economy by making every frontline worker and asset at the edge visible, connected, and fully optimized. With a global ecosystem of over 10,000 partners spanning more than 100 countries, Zebra supports customers of all sizes—including 94% of the Fortune 100—with an award-winning portfolio of hardware, software, services, and solutions that digitize and automate workflows. By leveraging Zebra’s innovations, supply chains become more agile, customers and patients receive better care, and workers stay more engaged through real-time sensing, analysis, and action. In 2021, Zebra further strengthened its industrial automation capabilities by acquiring Fetch Robotics and enhanced its machine vision and AI software expertise through the acquisitions of Adaptive Vision and antuit.ai.
Zebra Technologies (including Reflexis) Recent Developments
In 2023, Zebra Technologies Corporation introduced Zebra Picking Plus, a groundbreaking Application Programming Interface (API) designed specifically for SAP Extended Warehouse Management (EWM). This innovative solution is set to transform the way organizations streamline and manage their warehouse operations.
In 2023, Zebra Technologies Corporation made a significant impact in the IT industry with the launch of the TC22/TC27 mobile computer. This advanced device is set to transform operations for small and medium-sized businesses (SMBs) across a range of industries, including retail, sports and entertainment, transportation and logistics, utilities, and field services.
Zebra Technologies is expanding its footprint in enterprise SaaS across the Asia Pacific region through the deployment of its Reflexis suite, beginning with Australia and New Zealand. The regional strategy includes dedicated in-market resources and leadership focused on customer acquisition and support, aiming to replicate the adoption seen among global enterprises in retail, hospitality, and banking. Reflexis enables organizations such as Mitre 10 to standardize operations and deliver consistent customer experiences across channels. Alongside Reflexis, Zebra is offering complementary platforms like Workforce Connect and VisibilityIQ Foresight to support communication and asset management for frontline operations.
Zebra's approach to warehouse and fulfillment automation includes autonomous mobile robots (AMRs) integrated with FetchCore SaaS. These AMRs—FlexShelf, FlexShelf Guide, and RollerTop Guide—are designed to be deployed on existing Wi-Fi networks and integrate with legacy handheld and vision-based systems. The Robot as a Service (RaaS) model offers flexibility for enterprises addressing high order volumes and labor constraints. Zebra’s focus remains on connecting edge devices and workflows to centralized, cloud-based platforms, targeting improved operational oversight and task automation across industrial and retail environments.
Zebra Technologies (including Reflexis) Mergers and Acquisitions (M&A) Activities
In December 2024, the company announced its intention to acquire Photoneo, a developer of 3D machine vision solutions, for approximately €60 million. This acquisition aims to enhance Zebra's portfolio in the rapidly growing 3D machine vision market.
In June 2022, Zebra Technologies acquired Matrox Imaging (Matrox Electronic Systems Ltd.), a well-established developer of advanced machine vision components, software, and systems. This strategic acquisition strengthens Zebra’s position in the rapidly growing automation and vision technology market, building on the company’s recent launch of its fixed industrial scanning and machine vision portfolio, as well as prior acquisitions of Adaptive Vision and Fetch Robotics.
In October 2021, Zebra Technologies finalized its acquisition of antuit.ai, a leading provider of AI-powered Software-as-a-Service (SaaS) solutions focused on demand forecasting and merchandising for the retail and consumer packaged goods (CPG) industries.
In July 2020, Zebra Technologies acquired Reflexis Systems, a privately held and leading provider of intelligent workforce management, execution, and communication solutions for organizations in retail, food service, hospitality, and banking. As a recognized leader in retail task and workforce management, Reflexis significantly expands Zebra’s software portfolio.
Zebra Technologies (including Reflexis) Customers in ARTW Customer Database
Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Zebra Technologies (including Reflexis) applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Zebra Technologies (including Reflexis) and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified Zebra MotionWorks Enterprise, Zebra Aurora Vision, Zebra Prescriptive Analytics, Zebra SmartCount customers.
Zebra Technologies (including Reflexis) Overview
3 Overlook Point
Lincolnshire, IL, 60069, United States
1 847-634-6700
https://www.zebra.com/
Ownership: - NASDAQ: ZBRA
Number of Employees: 9900
Functional Markets: Collaboration, Content Management, ERP Services and Operations, HCM, Procurement, SCM,
Key Verticals: Aerospace and Defense, Automotive, Banking and Financial Services, Communication, Construction and Real Estate, Distribution, Government, Healthcare, Leisure and Hospitality, Life Sciences, Manufacturing, Media, Oil Gas Chemicals, Retail, Transportation, Utility,
Zebra Technologies (including Reflexis) Key Enterprise and Cloud Applications
Zebra MotionWorks Enterprise, Zebra Aurora Vision, Zebra Prescriptive Analytics, Zebra SmartCount
Zebra Technologies (including Reflexis) Revenues, $M:
| Type/Year | 2023 | 2024 | YoY Growth, % |
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| Total Revenues, $M | Subscribe | Subscribe | Subscribe |
| Enterprise Applications Revenues, $M | Subscribe | Subscribe | Subscribe |
| Cloud Applications Revenues, $M | Subscribe | Subscribe | Subscribe |
* Enterprise Applications Revenues = License + Support & Maintenance + SaaS
** All revenue figures are estimates based on public records, Cloud and Non-Cloud business models in Apps Run The World's vendor database, and annual survey results including vendor feedback.
Zebra Technologies (including Reflexis) Revenue Breakdown By Type, $M:
Zebra Technologies (including Reflexis) Enterprise Applications Revenues By Functional Markets, $M:
Zebra Technologies (including Reflexis) Enterprise Applications Revenues By Verticals, $M:
Zebra Technologies (including Reflexis) Revenues By Region, $M
| Region | % of Total Revenues | 2024 Total Revenues, $M | 2024 Enterprise Applications Revenues, $M | 2024 Cloud Applications Revenues, $M |
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| Americas | Subscribe | Subscribe | Subscribe | Subscribe |
| EMEA | Subscribe | Subscribe | Subscribe | Subscribe |
| APAC | Subscribe | Subscribe | Subscribe | Subscribe |
| Total | Subscribe | Subscribe | Subscribe | Subscribe |
Zebra Technologies (including Reflexis) Direct vs Indirect sales
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| Type % | Subscribe | Subscribe | Subscribe |
| Revenues, $M | Subscribe | Subscribe | Subscribe |
Zebra Technologies (including Reflexis) Customers - Breakdown by Geo, Size, Vertical and Product
List of Verified Zebra Technologies (including Reflexis) Customers
No. of Zebra Technologies (including Reflexis) Customers: x
No. of Zebra Technologies (including Reflexis) Enterprise Applications Customers: x
No. of Zebra Technologies (including Reflexis) Cloud Customers: x
No. of Zebra Technologies (including Reflexis) Cloud Subscribers: x
Zebra serves customers of all sizes—including 94% of the Fortune 100—with a diverse client base that includes Lowe's, Vera Bradley, Multimoto, Hasenauer+Koch, Stuart Logistics, Deutsche Post, CEWE, Toyota Material Handling, Carol Pharmacies, Havan, Kaufland, The Royal Children's Hospital, Orica, AutoTodo, Hans Anders, Oegema, Caesars Entertainment, Sogegross Group, Iperal, Bradford Airport, Walgreens, McDonald's, Renault, Wendy's, and many more.
Zebra Technologies (including Reflexis) Market Opportunities, M&A and Geo Expansions
Zebra Technologies is positioned to benefit from accelerating digital transformation across industries by extending its portfolio into AI, machine vision, and real-time environmental monitoring. The ZS300 sensor and ZB200 Bridge, paired with a mobile application for Android, support compliance and operational efficiency in sectors requiring precise environmental oversight, such as healthcare, logistics, and manufacturing. Zebra’s investments align with broader enterprise priorities focused on automation, IoT, and data-driven decision-making.
The introduction of Zebra Pay™ reflects the company’s entry into mobile payment solutions, leveraging Software Point of Sale (SPoC) technology and its existing strength in mobile computing. This expansion into transaction processing complements Zebra’s broader push toward connected, edge-based workflows. At the same time, its regional expansion in Vietnam through service partnerships and a broader Southeast Asia footprint supports increased adoption of its hardware portfolio, particularly in manufacturing and logistics. Zebra’s hardware offerings, such as the ET8x rugged tablet series, equipped with 5G and Wi-Fi 6E, serve high-mobility environments like public safety and field operations, reinforcing its role in enterprise digital infrastructure.
Zebra Technologies (including Reflexis) Risks and Challenges
Zebra Technologies faces several challenges, including geopolitical tensions leading to import tariffs, which could impact profitability. Additionally, the company must navigate the complexities of integrating acquired technologies and expanding its presence in competitive markets.
The Company faces risks related to the growing complexity of its business. Failure to complete future acquisitions at favorable prices could hinder growth and negatively affect the stock price. Additionally, the Company may experience challenges with acquisitions, such as unforeseen integration issues and operational disruptions. Acquisitions also carry the potential to dilute shareholder value and impact operating results adversely.
Zebra Technologies (including Reflexis) Ecosystem, Partners, Resellers and SI
In March 2022, Zebra Technologies launched a new specialization program for resellers serving small and medium-sized businesses (SMBs) in North America. As a strategic part of the award-winning Zebra PartnerConnect Program, the SMB Specialization Program addresses the unique challenges SMBs face today and equips resellers with the tools needed to help these businesses adopt new technologies and grow. This two-tiered program targets resellers across industries with a proven track record of selling Zebra’s mobile computing, printing, and scanning solutions to the SMB market. Qualifying resellers gain access to valuable benefits, including pre-qualified leads, market development funds, go-to-market support, and growth incentives. Zebra’s SMB Specialization Program empowers PartnerConnect partners to compete more effectively in the SMB space, bringing the full functionality of Zebra’s solutions to smaller businesses. Additionally, the program offers marketing support and resources to help partners build strong pipelines and close deals in a competitive landscape.
Research Methodology
Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.
Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).
For additional information on our methodologies, here's the link:
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