Zebra Technologies, known for its rugged devices such as barcode scanners and mobile computers, is expanding its scope. Today, customers are not just asking for reliable hardware, but are looking for a partner to help them interpret complex environments, characterized by labor shortages, distributed operations, and the need for real-time decisions.

Overcoming the Pilot Phase

According to Bill Burns, CEO of Zebra Technologies, customers have moved past the stage of testing basic technologies. The focus is now shifting to how to integrate tools such as mobile devices, Android apps, and RFID readers to solve specific business problems. The company emphasizes that automation projects often fail when treated as a technical exercise rather than an operational one. It is essential to involve operations managers from the outset to fully evaluate the solution.

Automation at Different Speeds

The level of automation varies considerably between companies, even within the same country. Some are experimenting with advanced tracking and robotics, while others are still using pen and paper. Zebra Technologies highlights how some companies have even skipped some steps, going directly from manual tracking to RFID.

The Role of AI

AI plays an increasingly important role in supporting workers. For example, in retail returns, AI can interpret receipts, apply rules, and guide the operator to the correct solution, without replacing human judgment. This is especially helpful for new hires, who can achieve performance similar to that of more experienced colleagues.

Visibility and Automation

Burns emphasizes how many leaders underestimate the importance of visibility in autonomous operations. In an on-demand economy, where fast deliveries are essential, it is crucial to have a clear view of the location of goods at all times. Zebra Technologies describes the supply chain as a simple cycle: sense, analyze, act. Automation improves efficiency, but visibility allows businesses to understand what is happening.