Our Vision

Together, with partners, create a smarter, more connected global business community.

Our Mission

Zebra will delight customers with the ability to take smarter actions through innovative products and solutions that enable visibility.

Our Focus

We are focused on five key business strategies:

  • Further penetrating existing markets by forging stronger customer and channel relationships, including alliances with global partners and independent software vendors;
  • Expanding into new markets, where we offer a compelling channel and product mix to meet specific regional customer requirements;
  • Inspiring our people and culture by building on our history of high-performance teamwork and collaboration;
  • Intensifying innovation throughout our organization by delivering unsurpassed quality and performance in our products and solutions and making it easier to do business with Zebra; and
  • Maximizing operational effectiveness with lean, world-class operations including supply chain initiatives aimed at improved efficiencies and leveraging technology to improve functional performance across the enterprise.


In large measure, our commitment to invest in our business over the long term has served as the foundation to Zebra's enduring success in meeting customer needs, extending industry leadership and generating high returns.

We will continue to prioritize our investments in those areas that have the highest risk-adjusted returns. We will continue to introduce market-leading innovative products, with an improved cadence in new product introductions. We will also maintain our global channel expansion program to support the diverse markets and applications that we serve.

To capture additional opportunities in large, complex business environments, new sales and marketing initiatives will help build stronger relationships with system integrators and independent software vendors in our expanding network of go-to-market channel partners.