Barcode printer and security application vendor Zebra Technologies has outlined its renewed channel strategy following the appointment of a new UK territory manager.
Lee Casselman, Zebra's former channel account manager, plans to expand the company's UK channel in his new role.
Offering ways to break into new markets and increasing market share are the main goals for Zebra in the UK, according to Casselman.
The vendor, whose figures show that 2011 sales grew 10 per cent to just shy of $1bn (£644m), aims to break into new verticals in the UK, such as mobile payments and hospitality and leisure.
Casselman said: "Technology is moving so quickly now and we are realising that with the launch of new products comes the opening up of new verticals we did not know existed. We are interested in an increased offering within services and are working on an on-site offering with a view to launch it in the very near future."
According to Casselman, the motivation behind the renewed channel strategy is the increased challenges thrown up by the recession.
He said: "There have been quite a few moves and changes with the economy and we are looking at how to grow the business against this backdrop. There have been some interesting adjustments.
"Across Zebra's worldwide channels, we are all charged with selling more Zebra products. In EMEA, I have to translate the corporate goals into what will work in the UK."
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