Zebra Technologies Corporation Stock Price, News & Analysis
Company Description
Zebra Technologies Corporation (NASDAQ: ZBRA) operates in the computer terminal and other computer peripheral equipment manufacturing industry within the broader manufacturing sector. According to multiple company communications, Zebra describes itself as a global leader in digitizing and automating workflows to deliver intelligent operations. Its business centers on connected frontline, asset visibility and automation solutions that are used by organizations across retail, manufacturing, transportation, logistics, healthcare, government, public safety and other industries.
Zebra’s portfolio, as described in its press releases and analyst reports, includes rugged mobile devices, rugged tablets and PCs, barcode and retail scanners, enterprise tablets, handheld mobile computers, wearable mobile computers, and automation platforms. The company also offers software such as Zebra Workcloud Demand Intelligence Suite, Zebra Symmetry Fulfillment, Workcloud Sync and Task Management, and AI-powered suites like Frontline AI. These products and software platforms are designed to support connected frontline operations, improve asset visibility, and enable intelligent automation across complex workflows.
In industry analyst assessments cited by Zebra, the company has been named a Major Player in retail price optimization solutions and a Leader in rugged mobile devices and rugged tablet and PC markets. Its Workcloud Demand Intelligence Suite is highlighted as part of an award-winning software portfolio that helps retailers use AI-powered analytics for demand forecasting, pricing and markdown strategies. Zebra’s solutions are also used in demanding environments such as emergency services, where ET85 rugged tablets support GPS-driven dispatch integration, real-time data access and field documentation for fire and EMS organizations.
Business focus and solution areas
Zebra’s communications emphasize three broad solution pillars: connected frontline technologies, asset visibility capabilities, and automation solutions. Connected frontline offerings include rugged handhelds, tablets, wearables and scanners that integrate with platforms such as Android Enterprise and Windows. Asset visibility solutions leverage technologies such as RFID, barcode scanning and real-time data capture to help organizations locate items, synchronize inventory and monitor assets. Automation solutions range from AI-driven software for workflow optimization to fulfillment systems that orchestrate autonomous mobile robots and directed workflows.
The company’s AI-powered capabilities are described in several product families. The Frontline AI Suite includes on-device AI models and APIs (Frontline AI Enablers), workflow templates (Frontline AI Blueprints) and GenAI-driven agents (Zebra Companion) that support tasks such as product recognition, text reading, multi-barcode scanning, shelf merchandising, proof of delivery, material receiving and voice-guided assistance. Zebra also highlights AI-native handheld computers and enterprise tablets that integrate advanced processors and wireless connectivity to support real-time decision-making at the edge.
In retail and e-commerce environments, Zebra’s solutions are used to address price optimization, inventory visibility, loss prevention and customer experience challenges. The IDC MarketScape report on retail price optimization, as quoted by Zebra, notes that machine learning-driven tools in Zebra’s solutions can determine timing for markdowns and optimize promotion pricing based on sales performance, inventory levels and cross-channel metrics. Zebra’s Global Shopper Study further underscores the role of AI, automation and real-time inventory synchronization in tackling shrinkage, out-of-stocks and operational inefficiencies.
Industry applications and use cases
Across retail, Zebra’s devices and software are deployed for tasks such as inventory management, shelf execution, checkout, loss prevention, and retail media and engagement. Examples in company materials include scanners and software that detect tampered gift cards at point of sale, Android-based Retail Cloud POS solutions developed with Salesforce, and enterprise tablets and wearables that support price checking, inventory lookup, wayfinding and digital media applications.
In logistics and warehousing, Zebra Symmetry Fulfillment and Zebra Connect Fulfillment autonomous mobile robots are used to optimize picking workflows, shift from pick-to-tote to pick-to-shipper models, and improve units picked per hour while reducing cost per unit. The company’s Warehouse Vision Study, referenced in its communications, links these automation efforts to broader modernization trends in warehouse operations.
In public safety and emergency response, Zebra’s ET85 rugged tablets are described as purpose-built for mission-critical environments, enabling GPS-driven computer-aided dispatch integration, real-time data access, on-scene documentation and improved mobility for fire and EMS personnel. These deployments highlight Zebra’s focus on ruggedized, field-ready computing solutions.
Technology ecosystem and partnerships
Zebra positions its offerings within an ecosystem that includes in-house developed solution platforms and collaborations with technology partners. Its rugged devices integrate with Android Enterprise and Windows, and the company works closely with partners such as Salesforce and Google’s Android Enterprise team on solutions like Retail Cloud POS on Android. Zebra also collaborates with independent software vendors and solution partners for deployment, integration and support, as illustrated by its work with partners in emergency services and logistics deployments.
The company’s communications also reference acquisitions that expand its capabilities, such as the acquisition of Elo Touch Solutions and Photoneo, and its role in enabling retailers to build retail media networks and enhance in-store engagement through touchscreen and digital media solutions. These elements support Zebra’s stated aim of providing the foundation for intelligent operations across physical and digital environments.
Financial reporting and segments
In its third-quarter 2025 results, Zebra reports net sales split between the Enterprise Visibility & Mobility (EVM) segment and the Asset Intelligence & Tracking (AIT) segment. The company notes that, effective with the fourth quarter of 2025, its reportable segments will be changed to Connected Frontline and Asset Visibility & Automation. Zebra’s SEC filings and earnings releases emphasize metrics such as net sales, gross profit, adjusted EBITDA, and non-GAAP net income, along with discussions of tariffs, operating expenses and free cash flow.
Zebra files periodic reports and current reports with the U.S. Securities and Exchange Commission, including Form 8-K filings for quarterly results and material events. These filings provide detailed financial statements, segment data and information on material agreements, such as the stock purchase agreement to acquire Elo Holdings, Inc., as well as discussions of risk factors and forward-looking statements.
Stock information and corporate profile
Zebra Technologies Corporation’s common stock trades on NASDAQ under the ticker symbol ZBRA. The company identifies itself in filings as a Delaware corporation and reports its principal executive office in Lincolnshire, Illinois. Its communications consistently describe Zebra as providing the foundation for intelligent operations with an award-winning portfolio of connected frontline, asset visibility and automation solutions powered by AI. Organizations globally across multiple industries rely on Zebra’s hardware, software and services to improve productivity, support digital transformation and adapt to evolving market conditions.