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About Symbol Technologies, LLC

Zebra Technologies knows where your stripes are and what that means. The company provides Enterprise Asset Intelligence solutions in the Automation Identification and Data Capture industry. Zebra brings that information together for analysis so customers can better deploy their assets. The company also makes and sells devices that print and read bar codes, ATM cards, drivers' licenses, labels, tickets, and receipts. Zebra's customers are in the retail, transportation and logistics, manufacturing, healthcare, and hospitality industries.


Zebra Technologies' Enterprise Visibility & Mobility segment accounts for almost two-thirds of the company's revenue. The unit makes mobile computing data capture and radio frequency identification devices (RFID) and provides services for installing and using those products. Common applications include asset identification and tracking and workflow management.

The Asset Intelligence & Tracking segment, about a third of revenue, offers barcode and card printers, location-based products and services, supplies, and services. Customers employ the products to locate, track, manage, and improve utilization of assets, equipment, and people.

The final assembly of Zebra's hardware products is done by third-parties, including electronics manufacturing services companies and joint design manufacturers.

Geographic Reach

Zebra Technologies is headquartered in Lincolnshire, Illinois, and has laboratory and warehouse facilities in the US, the UK, and Canada. The company's products are made primarily in China, Mexico, and Brazil. The company provide products and services in approximately 180 countries, with about 125 facilities worldwide.

About half of Zebra's sales are to customers in the North American region and about a third are to customers in the Europe, the Middle East, and Africa region. Asia accounts for more than 10% of sales and Latin America supplies about 5%.

Sales and Marketing

Zebra Technologies' customers are in retail, transportation and logistics, manufacturing, health care, hospitality, warehouse and distribution, energy and utilities, education, and government. The company is heavily invested in the three customers that account for about 50% of its sales. Further, the biggest customer generates about 20% of sales.

The company reaches customers through its direct sales force as well as distributors, value added resellers, independent software vendors, direct marketers, and original equipment manufacturers.

Zebra Technologies' advertising costs totaled $19 million, $18 million, and $18 million for the years ended 2019, 2018 and 2017, respectively.

Financial Performance

Over the past six years, Zebra Technologies' revenue has grown more than 250%, turbocharged in 2015 with the acquisition of Motorola Solutions' enterprise business, which added about $2 billion in sales.

In 2019, Zebra's sales increased 6% to $4.5 billion, more than $265 million more than 2018. The increase reflects the growth in the North America and EMEA regions.

Zebra's profit jumped to $544 million in 2019 from $421 million in 2018, on higher sales and lower amortization and acquisition costs year-to-year. Total Other expenses, net was $94 million for the current year, compared to $86 million for the prior year.

Zebra's cash fell to $30 million in 2019 from $44 million in 2018. Cash flow from operations increased $100 million to $685 million in 2019 from 2018 while investing activities used $335 million and financing activities used $365 million.

The company freed cash by cutting its long-term debt to $1.1 billion in 2019 from about $1.4 billion in 2018.


Zebra Technologies believes it has the tools to help its customers extract and analyze information from their physical assets and translate it into digital data for making better decisions. The company is focused on combining mobility, cloud computing, the Internet of Things, and smart devices as an information generation-and-collection engine. It designs products to give customers a unified digital view of their companies, which Zebra has termed Enterprise Asset Intelligence.

The company EAI vision is for every asset and worker to be connected, visible, and optimally utilized. They believe that secular technology trends, particularly in IoT, cloud computing, intelligent automation, and mobility, advanced their vision and are transforming their customers' businesses and our industry, providing them with significant new opportunities to create value for our customers and for the Company.

Zebra Technologies plan to drive growth to through expansion, organically or inorganically, in adjacent market segments that share similar technology need with their core markets. The company will focus specifically on segments where their products and solutions, workflow expertise, and customer and industry relationships will enable them to provide significant value to end-users.

The company intend to continue to improve profitability and cash flow generation through operational execution and increased productivity derived from continuous business process improvement, cost management, and focus on working capital efficiency.

Mergers and Acquisitions

Zebra acquired Cortexica Vision Systems Ltd., a developer of business-to-business computer vision-based artificial intelligence tools, in 2019. Zebra will deploy Cortexica's technology to provide computer vision-based sensing to its customers operating in automated, data-powered environments.

In 2019 Zebra acquired Profitect Inc., a privately-held provider of analytics for the retail and consumer packaged goods industries. The purchase expands Zebra's Intelligent Edge Solutions and beefs up its Enterprise Asset Intelligence offerings.

Zebra acquired Temptime Corp., a developer and manufacturer of temperature monitoring devices for medical and healthcare shipments, in 2019. The deal moves Zebra deeper into healthcare and expands the capabilities of its Enterprise Asset Intelligence concept. Terms were not disclosed.

Company Background

Zebra has changed its name if not its stripes. The company was founded as Data Specialties by Ed Kaplan and Gary Cless in 1969. In 1986, the company introduced the first thermal printer for on–demand barcode labeling, and changed company name to Zebra Technologies. The company went public in 1991. 


Symbol Technologies, LLC

3 Overlook Pt
Lincolnshire, IL 60069-4302
Phone: 1 (631) 737-6851

Firm Stats

Employer Type: Privately Owned
Ceo: Edward Fitzpatrick
Prin: Paul Kiernen
Employees (This Location): 1,800
Employees (All Locations): 4,500

Major Office Locations

Lincolnshire, IL

Other Locations

Alameda, CA
Centennial, CO
Conifer, CO
Denver, CO
Coral Springs, FL
Minneapolis, MN
Bohemia, NY
Holbrook, NY
Plymouth Meeting, PA
Memphis, TN
Mcallen, TX