Overview
Zebra Technologies is a global technology company serving the automatic identification and data capture (AIDC) sector. It develops hardware, software and services that help organizations digitize and automate frontline operations, with customers in retail and e-commerce, manufacturing, transportation and logistics, healthcare, hospitality and the public sector. Its core offerings include barcode and RFID technologies, printers, mobile computers, scanners, software and location solutions.[1][2][3]
The company sells worldwide through direct sales and channel partners; it reports serving customers in more than 170 countries and having approximately 10,700 employees in 57 countries.[1][4] Zebra describes its vision as “Frontline operations everywhere are digitized, automated and intelligent” and uses “Making Work Better Every Day” as its company messaging.[4][5] For fiscal 2025, its latest complete reporting year, net sales were $5.396 billion.[6] [1][2][3][4][5][6][4][5]
Products & services
Zebra Technologies’ products include rugged mobile computers, wearable and vehicle-mounted devices, tablets, kiosks and point-of-sale equipment for workflows such as inventory management, field service and mobile transactions. Its printing products produce labels, wristbands, tickets, receipts and plastic cards; thermal printers support serial, parallel, Ethernet, USB, Bluetooth and 802.11 connectivity, while RFID printers can encode transponders in labels or cards.[7][8][9][10] Examples include the TC78 mobile computer, with a 6-inch display, Wi‑Fi 6E and 5G; the ZT610 industrial printer, available in a 4-inch width and 600 dpi; and the RFD40 RFID sled, specified for more than 1,300 tag reads per second and up to 40 feet of range.[11][12][13]
The data-capture portfolio includes barcode scanners and imagers for 1D and 2D codes, fixed industrial scanners, RFID readers and real-time location systems (RTLS). Zebra’s passive UHF RFID systems can read many tags near real time without line of sight; RTLS combines tags, sensors, middleware and applications to locate and track assets or personnel. Its machine-vision offerings include software, smart cameras, vision controllers, frame grabbers, I/O cards and 3D sensors for automated capture and inspection.[14][3] Product examples include the DS3600 ultra-rugged scanner family, the FX9600 fixed UHF RFID reader and the FS40 fixed industrial scanner.[15][16][17]
Software includes cloud-subscription tools for workforce management, workflow and task execution, communications, demand sensing, price optimization and prescriptive analytics. Services span configuration and deployment, device and workflow management, technical support, repair, maintenance, professional and managed services, and cloud subscriptions; Zebra OneCare is a support and maintenance offering with VisibilityIQ OneCare reporting.[18][19][20]
In Q2 2026, tangible products accounted for approximately 84.5% of net sales ($1,316 million of $1,557 million), and services and software approximately 15.5% ($241 million). For the first six months of 2026, the corresponding shares were approximately 83.4% and 16.5%. These percentages are calculated from reported sales; the filing also reports Q2 services and software at approximately 21.8% of Connected Frontline sales and 6.7% of Asset Visibility & Automation sales.[21] [7][8][9][10][14][3][18][19][21][21][21][21][21][21][21][21][21][21][11][12][13][15][16][17][20]
Geographic presence
Zebra Technologies’ FY2025 net sales were reported across four regions: North America $2,695 million (49.9%), EMEA $1,724 million (31.9%), Asia-Pacific $613 million (11.4%), and Latin America $364 million (6.7%), out of total net sales of $5,396 million. These are regional figures; the cited disclosure does not break sales down by country.[22][23] Zebra also reported FY2025 long-lived assets of $371 million in North America, $60 million in EMEA, $72 million in Asia-Pacific, and $16 million in Latin America.[24]
The company describes a worldwide footprint of about 120 offices and service to customers in more than 170 countries; its location directory reports about 9,900 employees in 54 countries, but does not give a regional employee breakdown.[25] Zebra describes supplies-production facilities in the United States and Western Europe, along with manufacturing, production, warehousing, administrative, research, and sales facilities in other U.S. and international locations.[26] In 2026, it announced a supplies manufacturing and warehousing facility in Querétaro, Mexico.[27] [22][23][23][23][23][23][24][28][28][28][28][25][26][27][25][26][27]
Business segments
Zebra Technologies reports two operating segments. Connected Frontline (CF) comprises mobile computing products and related services and software. Asset Visibility and Automation (AVA) includes barcode and card printing products, supplies and sensors, RFID/RTLS, data capture and machine vision offerings, and related services. The company’s segment reporting was realigned in the fourth quarter of 2025 to reflect how its business is managed and reviewed by its chief operating decision-maker.[29]
For fiscal 2025, CF generated $2.960 billion in net sales, approximately 54.9% of the $5.396 billion total, while AVA generated $2.436 billion, or approximately 45.1%. Segment operating income was $585 million for CF and $514 million for AVA—about 53.2% and 46.8%, respectively, of total segment operating income; these shares exclude corporate operating costs.[30] In the six months ended July 4, 2026, CF accounted for approximately 56.6% of sales and 52.5% of segment operating income, while AVA accounted for approximately 43.4% and 47.5%, respectively.[31] [29][30][31]
Company history
Zebra Technologies traces its origins to 1969, when Ed Kaplan and Gerhard “Gary” Cless founded Data Specialties, Inc. The company introduced its first barcode label printer in 1982, adopted the Zebra Technologies name in 1986, and pioneered thermal-transfer printing in 1989.[32][33] It merged with printer maker Eltron International in 1998 and acquired mobile-printer provider Comtec Information Systems in 2000, expanding its printing portfolio.[33]
Zebra completed its $3.45 billion acquisition of Motorola Solutions’ Enterprise business in 2014, broadening its mobile-computing and data-capture operations.[34] From 2020 to 2022, it added retail and workforce software through Reflexis Systems, autonomous mobile robots through Fetch Robotics, and machine-vision capabilities through Matrox Imaging.[35][36][37] Bill Burns became CEO in March 2023, succeeding Anders Gustafsson, who became Executive Chair.[38] In 2025, acquisitions of Photoneo and Elo Touch Solutions further extended the company’s portfolio into 3D machine vision and interactive displays.[39][40] [32][33][34][35][36][37][38][39][40]
Sources
- ZEBRA TECHNOLOGIES CORP — Full financial report (2025 Y)
- www.zebra.com[4]
- www.zebra.com[5]
- www.zebra.com[11]
- www.zebra.com[12]
- www.zebra.com[13]
- www.zebra.com[15]
- www.zebra.com[16]
- www.zebra.com[17]
- www.zebra.com[20]
- ZEBRA TECHNOLOGIES CORP — Full financial report (2026 Q 2)[21][31]
- www.zebra.com[25]
- www.zebra.com[26]
- www.zebra.com[27]
- www.zebra.com[32]
- www.zebra.com[33]
- www.motorolasolutions.com[34]
- www.zebra.com[35]
- www.businesswire.com[36]
- www.zebra.com[37]
- www.zebra.com[38]
- www.zebra.com[39]
- www.zebra.com[40]
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