Zebra Technologies eyes for 15-20% revenue from India

Zebra Technologies, a provider in specialty printing and automatic identification solutions is working towards increasing India's overall revenue contribution to APAC region from existing 8% to 15-20% by 2014. In addition, the company launched GC420, GT800 and EZ320 desktop and mobile printers designed exclusively for the Asian markets.

The company has laid down an elaborate five year plan to improve and increase its market share in the country. The company intends to extend its reach into B and C class cities in the country. The company is working towards expanding its operation in India and is exploring the possibility of setting up service centers to monitor service support activities across the country. As of today, the servicing aspect is taken care by its channel partners. 

Andrew Tay, president, Zebra Technologies Asia Pacific said, "We intend to invest into this market to develop our channel base, and are also exploring to establish R&D centre and manufacturing plant." The company has hired a third party consultancy agency to explore the possibility of setting up a manufacturing unit or assembling unit in the country. Tay said, "We have roped a consultancy firm to check out the feasibility options for setting up a manufacturing or assembling unit in India. The consultancy firm is already at work and the final report will be given to us by this year end. On the basis, of the report we will be deciding our future course of action."

Zebra has been in India since 2009 and has seen a noteworthy year-on-year (Y-O-Y) growth. As per the company spokesperson, it had 69.5% Y-O-Y in 2010 vs 2009 while 41.5% Y-O-Y in 2011 vs 2010. In this short span of time, the company has marked its presence in multiple verticals. Traditionally, it has seen strong traction coming from manufacturing and now the business is coming from other verticals like government, healtcare, mobility, transport and logistics, sales force automation and retail. 

Tay said, "In India, we share great mindshare in AIDC space and now we are catching up in the cards related solutions space." He further added we are looking at vertical market adoption and penetration into sub-vertical into existing verticals.

Zebra is hundred percent channel driven company and currently has 105 channel partners associated with it including traditional and non-traditional channel. Adding to this, Sachin Tare, Head-Indian Subcontinent, Zebra Technologies said, "To facilitate our plans, we are working towards upgrading and refresing our channel development and ISV programs. Also, for business development and marketing activities, we will be investing considerably into our channels."

At the channel front, the company is planning to roping in 30-40 partners in the B and C class cities.