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The year of the Zebra

Zafar Anjum | May 9, 2014
This Zebra’s stripes got more interesting after the Motorola Enterprise acquisition

The benefits of the acquisition are very clear to Rodericks. "We have understood what we have let us in for and we are excited about it," he said. "It gives us really strong leadership in the industry. It gives a technology platform and an R&D capability which allows us to develop future products."

"In terms of core products, on the Motorola side, it is data capturing technologies (handheld devices and terminals) in many environments," he said. "Our piece has been about providing barcode labels to enable data capturing (like print and apply labels on boxes and packages). So, our activities are very complimentary. Now, they will come together as a seamless function. So our customers and channel partners would now be able to go to a single source for the whole suite of products. That gives us strength and presence that will enhance our capability to engage with large-scale corporates."

Towards Integration

Rodericks understands that for any acquisition, the challenge is in the integration process. "60 percent of acquisitions fail after integration because the two companies did not understand each other," he said. "Perhaps they don't understand their culture and their route to market, which something that we will avoid."

In this case, Rodericks said that the two company's integration will happen in phases. It won't be a big bang.

"We see a huge acceleration potentially coming if we do this integration process well," he said. "I will focus more on the challenges of the enterprise business."

Opportunities in Asia 

Rodericks was EMEA (Europe, Middle East and Africa) head of Zebra Technologies and he was finding it "an interesting experience". However, 18 months ago, he was made in-charge of the APAC region. He was called over to the Asian region to put in place the infrastructure that he had placed in the EMEA region.

How has been his experience in the Asian region? "We have still been recovering from the slow down because of China and China is a very important market for our business," he said. "There was a noticeable slump in the business in China but last year was tremendous recovery including China. Business has been expanding. We have put an excellent marketing team. Earlier we were fragmented. The region had been underinvested."

The company's regional headquarters is in Singapore and it has primary sales offices throughout the region. It has a big engineering and product design centre in Guangzhou in China.

"Our key verticals are manufacturing, transport and logistics, retail, and healthcare," he said. "We feel that we can make significant impact in these verticals in the region."



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