Zebra sniffs out new market opportunities

Barcode printer and security application vendor Zebra Technologies is collaborating with its partners to proactively seek out new markets for value-add opportunities.

Ashley Ford, sales director of EMEA at Zebra, said the vendor shifted focus away from products to develop relationships with its partners.

“Gaining market share is not important to Zebra because there are some markets that have not been created yet. With the help of imaginative partners, we can find new markets and opportunities,” he said.

Through its PartnersFirst programme, Zebra offers marketing tools, video case studies and brochures to demonstrate previous contracts. The vendor also has a selection of workshops for each area of focus.

Becky Brookes, channel marketing manager at Zebra, said: “The market is changing constantly, so we will continue to acquire new partners to move with the market.”

Brookes also stressed the firm is not looking to flood the market.

“Zebra has a loyal partner programme, which it will use to penetrate new and growing markets, but we will not over recruit partners.”

Mike Pullon, managing director of Zebra distributor Varlink, said: “Zebra offers lots of opportunities for its partners, which are communicated clearly to meet the specifications of different markets.”