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ZBRA 
Zebra Technologies Corporation (ZBRA)
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Upturn Advisory Summary
01/09/2026: ZBRA (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
19 Analysts rated it
Moderately tracked stock, growing coverage, gaining market and investor attention.
1 Year Target Price $350.8
1 Year Target Price $350.8
| 9 | Strong Buy |
| 2 | Buy |
| 8 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -12.01% | Avg. Invested days 46 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 01/09/2026 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 12.95B USD | Price to earnings Ratio 25.64 | 1Y Target Price 350.8 |
Price to earnings Ratio 25.64 | 1Y Target Price 350.8 | ||
Volume (30-day avg) 19 | Beta 1.68 | 52 Weeks Range 205.73 - 427.76 | Updated Date 01/8/2026 |
52 Weeks Range 205.73 - 427.76 | Updated Date 01/8/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 9.93 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 9.74% | Operating Margin (TTM) 14.62% |
Management Effectiveness
Return on Assets (TTM) 6.39% | Return on Equity (TTM) 14.29% |
Valuation
Trailing PE 25.64 | Forward PE 13.66 | Enterprise Value 13818053364 | Price to Sales(TTM) 2.46 |
Enterprise Value 13818053364 | Price to Sales(TTM) 2.46 | ||
Enterprise Value to Revenue 2.63 | Enterprise Value to EBITDA 14.27 | Shares Outstanding 50660242 | Shares Floating 50238242 |
Shares Outstanding 50660242 | Shares Floating 50238242 | ||
Percent Insiders 0.65 | Percent Institutions 98.82 |
Upturn AI SWOT
Zebra Technologies Corporation
Company Overview
History and Background
Zebra Technologies Corporation was founded in 1969 as Zebra Systems, Inc., initially focusing on specialized computer peripherals. It went public in 1991. A significant turning point was its 2014 acquisition of the Enterprise business of Motorola Solutions, which greatly expanded its offerings in mobile computing, barcode scanning, and RFID. This acquisition transformed Zebra into a global leader in enterprise asset intelligence.
Core Business Areas
- Asset Intelligence Platform: This segment encompasses Zebra's software solutions, analytics, and cloud-based services that help businesses track, manage, and optimize their assets. This includes solutions for inventory management, supply chain visibility, and operational efficiency.
- Intelligent Edge Solutions: This segment includes Zebra's hardware offerings. This includes rugged mobile computers, barcode scanners, RFID readers, printers (industrial, desktop, mobile), and locationing solutions. These devices are designed for harsh environments and critical business operations across various industries.
Leadership and Structure
Zebra Technologies is led by a Board of Directors and an executive management team. Key leadership positions include the Chief Executive Officer, Chief Financial Officer, and various heads of divisions and global operations. The company operates through its two main segments and has a global presence with employees and operations worldwide.
Top Products and Market Share
Key Offerings
- Mobile Computers: Rugged mobile computers designed for demanding environments, featuring barcode scanning, data capture, and connectivity. Competitors include Honeywell International (HON), Datalogic, and Zebra's own legacy products. Market share data is not readily available for specific product lines but Zebra is a dominant player in this space.
- Barcode Scanners: A wide range of handheld and fixed-position barcode scanners for retail, warehouse, and industrial applications. Competitors include Honeywell International (HON), Datalogic, and Cognex Corporation (CGNX). Zebra holds a significant market share in this segment.
- Industrial Printers: Durable and reliable printers for labels, receipts, and RFID tags used in manufacturing, logistics, and healthcare. Competitors include Honeywell International (HON), SATO Holdings, and Avery Dennison (AVY). Zebra is a leading provider in this niche.
- RFID Solutions: End-to-end RFID solutions including readers, tags, and software for inventory tracking and asset management. Competitors include Impinj (PI) and various other RFID hardware and software providers. Zebra is a major player in the enterprise RFID market.
Market Dynamics
Industry Overview
Zebra operates in the enterprise asset intelligence and rugged mobile computing market. This industry is characterized by increasing demand for real-time data visibility, automation, and operational efficiency across various sectors like retail, manufacturing, transportation, and healthcare. Key trends include the adoption of IoT, AI, and cloud technologies to enhance asset tracking and management.
Positioning
Zebra Technologies is a market leader in providing enterprise-level solutions for tracking, managing, and optimizing assets. Its competitive advantages stem from its comprehensive portfolio of hardware and software, a strong brand reputation for reliability in demanding environments, and a large global sales and support network. The acquisition of Motorola Solutions' enterprise business was a strategic move that solidified its market position.
Total Addressable Market (TAM)
The Total Addressable Market (TAM) for enterprise asset intelligence and related technologies is substantial and growing, estimated to be in the tens of billions of dollars globally. Zebra Technologies is well-positioned to capture a significant portion of this TAM due to its broad product offerings, technological innovation, and established customer base across key industries.
Upturn SWOT Analysis
Strengths
- Strong brand recognition and reputation for quality and reliability.
- Comprehensive portfolio of hardware and software solutions.
- Significant market share in key product categories (e.g., mobile computers, printers).
- Extensive global sales and service network.
- Successful integration of acquired businesses, particularly Motorola Solutions' enterprise unit.
Weaknesses
- Reliance on a few key product categories.
- Potential for increased competition from smaller, agile players in niche markets.
- Complexity of managing a broad product portfolio and diverse customer needs.
Opportunities
- Growing demand for IoT and AI-driven solutions in supply chain and operations.
- Expansion into emerging markets and new industry verticals.
- Development of advanced analytics and cloud-based services.
- Strategic acquisitions to enhance technology capabilities or market reach.
Threats
- Economic downturns impacting enterprise spending.
- Intensifying competition and price pressures.
- Rapid technological advancements requiring continuous innovation.
- Supply chain disruptions and component shortages.
Competitors and Market Share
Key Competitors
- Honeywell International Inc. (HON)
- Datalogic S.p.A.
- Cognex Corporation (CGNX)
- Brother Industries, Ltd. (BROTF)
- SATO Holdings Corporation
Competitive Landscape
Zebra's advantages lie in its broad product suite, strong channel partnerships, and established reputation for robust solutions in demanding environments. Its primary challenge is maintaining its leadership position against well-capitalized competitors and adapting to rapid technological shifts in areas like AI and cloud computing. Competitors often have specific strengths in particular product niches or geographic regions.
Major Acquisitions
Motorola Solutions' Enterprise Business
- Year: 2014
- Acquisition Price (USD millions): 3500
- Strategic Rationale: Significantly expanded Zebra's product portfolio and market presence in mobile computing, barcode scanning, and RFID, transforming it into a global leader in enterprise asset intelligence.
Matrox Imaging
- Year: 2022
- Acquisition Price (USD millions): 211
- Strategic Rationale: Strengthened Zebra's vision systems and machine vision capabilities, enhancing its offering for industrial automation and quality control applications.
Growth Trajectory and Initiatives
Historical Growth: Zebra has experienced significant growth, particularly following the transformative acquisition of Motorola Solutions' enterprise business. Its growth has been fueled by expanding its product portfolio, entering new markets, and capitalizing on the increasing demand for enterprise asset intelligence solutions.
Future Projections: Analyst projections for Zebra Technologies generally anticipate continued growth, driven by the ongoing digital transformation across industries and the increasing adoption of IoT and automation. Focus on software and services is expected to be a key driver of future revenue.
Recent Initiatives: Continued investment in software and cloud-based solutions.,Focus on integrating new technologies like AI and machine learning into its offerings.,Exploration of strategic partnerships and potential acquisitions to expand market reach or capabilities.,Emphasis on providing end-to-end solutions for key industry verticals.
Summary
Zebra Technologies Corporation is a robust market leader in enterprise asset intelligence, leveraging its comprehensive hardware and software solutions to drive operational efficiency for businesses. Its strength lies in its broad product portfolio, strong brand, and strategic acquisitions. However, it must remain agile to adapt to rapid technological advancements and mitigate risks from intense competition and economic volatility.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Zebra Technologies Investor Relations
- Company Annual Reports (10-K filings)
- Financial Data Providers (e.g., Refinitiv, Bloomberg)
- Industry Analyst Reports
Disclaimers:
This information is for informational purposes only and should not be considered investment advice. Financial data, market share, and competitive analysis are based on publicly available information and estimates, and may not be exhaustive or entirely accurate. Past performance is not indicative of future results. Investors should conduct their own due diligence before making any investment decisions.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Zebra Technologies Corporation
Exchange NASDAQ | Headquaters Lincolnshire, IL, United States | ||
IPO Launch date 1991-08-15 | CEO & Director Mr. William J. Burns | ||
Sector Technology | Industry Communication Equipment | Full time employees 9900 | Website https://www.zebra.com |
Full time employees 9900 | Website https://www.zebra.com | ||
Zebra Technologies Corporation, together with its subsidiaries, provides enterprise asset intelligence solutions in the automatic identification and data capture solutions industry worldwide. It operates in two segments, Asset Intelligence & Tracking, and Enterprise Visibility & Mobility. The company designs, manufactures, and sells printers that produce labels, wristbands, tickets, receipts, and plastic cards; dye-sublimination thermal card printers that produce images, which are used for personal identification, access control, and financial transactions; radio frequency identification device (RFID) printers that encode data into passive RFID transponders; accessories and options for printers, including carrying cases, vehicle mounts, and battery chargers; stock and customized thermal labels, wristbands, receipts, ribbons, plastic cards, and RFID tags for printers; and electronic sensors and temperature-monitoring labels. It also provides various maintenance, technical support, repair, and managed and professional services; fixed readers, RFID enabled mobile computers, and RFID sleds; tags, sensors, exciters, middleware software, and application software; and physical inventory management solutions, and rugged and enterprise-grade mobile computing products and accessories, as well as real-time location systems and services. In addition, the company offers barcode scanners and imagers, RFID readers, industrial machine vision cameras, and fixed industrial scanners; workforce management, workflow execution and task management, and prescriptive analytics, as well as communications and collaboration solutions; and cloud-based software subscriptions, retail, and robotics automation solutions. The company serves retail and e-commerce, manufacturing, transportation and logistics, healthcare, public sector, and other industries through direct sales force and network of channel partners. The company was founded in 1969 and is headquartered in Lincolnshire, Illinois.
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