Bill Burns

When a warehouse worker scans a package, a nurse scans a patient wristband, or a retail associate checks inventory, they're likely using a Zebra device. Zebra's products are the physical interface between the digital and physical worlds in enterprise operations. The company holds the leading market share in enterprise mobile computing (rugged handheld computers used by frontline workers), barcode scanning, and thermal printing (labels, receipts, wristbands). RFID technology is a particularly exciting growth area — retailers use Zebra RFID to track inventory with much higher accuracy than traditional barcode scanning. The enterprise mobility market benefits from secular digitization trends: retailers investing in omnichannel fulfillment, warehouses automating operations, manufacturers implementing Industry 4.0, and healthcare facilities improving patient safety through scanning. Key stock drivers include enterprise mobile computing device refresh cycles, RFID adoption acceleration, retail and warehouse automation spending, healthcare digitization, manufacturing Industry 4.0 investment, aftermarket services and software revenue, competition with Honeywell and Datalogic, and the overall pace of supply chain digitization.