Zebra Technologies Eyes A/NZ Growth With New HQ

Zebra Technologies has opened a new location in Australia, which it says will better serve the market as demand grows and more partners join its channel program.

New location signals commitment to global expansion

The new ANZ headquarters and an expanded Zebra Experience Centre (ZEC) in Melbourne are more than double the size of the company’s previous space in the region. According to the company, the new location provides partners and customers with more space to demo Zebra’s tech and meet with peers and vendor leadership in person.

Zebra’s expansion in ANZ occurs amid rapid growth in the region, reflecting an increase in market share for rugged mobile computers, RFID devices, and label printers, among other offerings.

“The Zebra Experience Centre in Melbourne integrates the latest technology to create an interactive environment for our customers and partners,” said Tom Christodoulou, Sales Vice President for Australia, New Zealand, and India Sub-Continent at Zebra. “Experiencing technology firsthand is invaluable in today’s market. Our expanded ZEC will host demonstrations, workshops, and events, highlighting our commitment to innovation to drive a connected frontline, asset visibility and intelligent automation.”

As it continues to expand in the region and around the world, Zebra says channel partners are responding with enthusiasm.

“Zebra continues to attract new partners to our award-winning PartnerConnect program in ANZ, while our customer base grows,” said Ryan Goh, Senior Vice President and General Manager, Zebra Technologies Asia Pacific. “By relocating and expanding the Zebra Experience Centre in Melbourne, we reinforce our dedication to providing exceptional service to our partners and customers, empowering businesses to enhance frontline efficiency with technology.”

How Zebra works with partners to meet changing buyer demands

We spoke with Zebra CMO Rob Armstrong in June as the company rolled out its “How to Buy” program. That program allowed end users to match with eligible partners within a directory on the Zebra site. Armstrong touted the venture as a way to ensure partners remained connected with customers as they engaged with digital marketplaces and conducted vendor research.

“We wanted to best figure out how we could take advantage of this shift in buying but keep it channel-centric,” Armstrong said. “We are very much a partner-focused company, and we wanted to empower the right partners to take on these opportunities.”

Tony Rivers, president and CEO of Zebra partner Peak Technology, agrees.

“I think we have to evolve with the market, and the days where we would call someone for a quote and wait to hear back from them are gone,” said Rivers. “It’s important for us to be able to provide a more digital and immediate experience for customers, and this program is a tool designed to do that.”