Striving for quality customer care

Mr Shailesh Deshmukh, Country Head, Zebra Technologies Europe Ltd, elaborates on the company’s latest technologies in an interview to the Retailer

Retailer: How do you define Zebra Technologies?

Shailesh Deshmukh (SD):  Zebra Technologies was incorporated in 1969 as Data Specialties Inc., a manufacturer of high-speed electromechanical products. The company changed its focus to specialty on-demand labeling and ticketing systems in 1982 and became Zebra Technologies Corp. in 1986.  With above $650 million (approximately Rs 26 billion) in annual sales, Zebra Technologies was listed at NASDAQ in the year 1991. Zebra operates globally and has completed more than 35 years in the business. More than 90 per cent of Fortune 500 companies use Zebra printers. The company has sold over 50 lakh printers worldwide. At present, we have a market share of 35 to 40 per cent globally and are still growing.

Retailer: What are the products and services you offer?
SD: Zebra provides various types of products and services to its customers. We provide printing solutions for business improvements across verticals like retail, healthcare, hospitality, pharma, manufacturing and transportation. Zebra specialises in making mobile printers, compact desktops, hand-held printers and heavy-duty printers. Zebra is committed to offering the highest quality customer care in the industry, delivering outstanding customer service and providing a global network of quality support.

Retailer: When did the company enter India?

SD:  We entered India 10 years back through our Bangalore-based channel partner SESSAE Technologies.  Zebra has already set up its base in 35 countries and we are looking to venturing out in other countries also.

Retailer:  Opportunity-wise and technology-wise, how do you compare India’s retail sector to those of other countries? 

SD: In terms of opportunity, Indian retail sector is one of the upcoming sectors, which has huge potential but technology-wise; it is a little backward as compared to those of other countries. Indian retail sector has just started to develop and I am sure that within 10 to 12 months, the sector will develop technology-wise also.

Retailer: What inspired the company to enter the retail industry? 

SD:  Zebra Technologies sees tremendous opportunity in the Indian retail market. We are already providing various technological supports to US retail market. In India, organised retail market is booming and we want to offer to our Indian clients all the necessary printing support in the best possible way.

Retailer: What is the manufacturing strength of the company?

SD: We don’t have any manufacturing unit here in India. Our manufacturing unit is based at Vernon Hills, USA. As for our manufacturing strength, Zebra manufactures more than 30 barcode printer models, 10 card imaging printers, eight radio frequency identification (RFID) smart label printers/encoders and print engine models, numerous accessories, several label design software packages, and offers more than 1,000 printer supplies including tags, tickets and wristbands, matching ribbons and all types of labels.

Retailer: Where would you like to see Zebra Technologies five years hence?

SD:  We are forecasting that Indian market will grow at 35 to 40 per cent and we want to be a part of this growth. We have an eye for 55 to 60 percent share in Indian printing market. With already established stronghold in India, we at Zebra believe that retail boom in India will further help us consolidate our presence.