Zebra Technologies Named a Major Player in IDC MarketScape for Retail Price Optimization Solutions

Company also a Leader in IDC MarketScapes for Rugged Mobile Devices and Rugged Tablet and PC

LINCOLNSHIRE, Ill.--(BUSINESS WIRE)--Zebra Technologies Corporation (NASDAQ: ZBRA), a global leader in digitizing and automating workflows to deliver intelligent operations, today announced it has been named a Major Player in the IDC MarketScape: Worldwide Retail Price Optimization Solutions 2025 Vendor Assessment report. The company has also been recognized as a Leader in the IDC MarketScape: Worldwide Rugged Mobile Devices 2025-2026 Vendor Assessment and the IDC MarketScape: Worldwide Rugged Tablet and PC 2025-2026 Vendor Assessment reports. Zebra’s solutions are being featured this week at NRF 2026: Retail’s Big Show in Booth #3303 at the Javits Convention Center in New York City.

Zebra believes this recognition for the company’s retail price optimization solutions showcases its ability to empower organizations with advanced AI-driven tools for pricing and markdown strategies along with demand forecasting. These tools enable retailers to enhance profitability, streamline workflows, and meet customer demands in an ever-evolving retail landscape.

According to the IDC MarketScape for Retail Optimization, “The machine learning-driven solution enables Zebra to determine the best timing for markdowns and to optimize both markdown and promotion pricing based on sales performance, inventory levels, and metrics across channels. This data-driven approach improves margins and sell-through by aligning price changes closely with true product demand. Margin improvement can be realized by forecasting and predicting price change effects based on each product's life cycle, launch date, exit date, and location. This gives retailers better decision-making and measurable improvements in profitability.”

Zebra’s Workcloud Demand Intelligence Suite, part of its award-winning software portfolio, plays a pivotal role in enabling retailers to respond dynamically to shifting market conditions. By leveraging AI-powered analytics, Zebra helps businesses achieve higher profitability and operational efficiency while maintaining customer-centric agility.

As organizations face increasing pressure to adapt to rapid digital transformation, market complexities and supply chain disruptions, the report underscores Zebra’s critical role in enabling businesses to optimize connected frontline workflows, enhance asset visibility, and enable intelligent automation.

A Leader in Rugged Mobile, Tablet and PC Devices

Zebra has also been named a Leader in the IDC MarketScape: Worldwide Rugged Mobile Devices and Tablets & PCs 2025 Vendor Assessments. According to Zebra, this recognition highlights Zebra’s comprehensive portfolio of rugged devices designed to thrive in demanding environments, including retail, transportation and logistics, manufacturing, healthcare, government and public safety, and field operations.

The IDC MarketScape for Rugged Mobile Devices notes, “Zebra Technologies offers one of the market's largest and continually evolving portfolios of rugged devices, in a wide range of form factors, purpose-built for enterprise use cases.” The report also states, “Zebra Technologies offers a comprehensive, in-house developed solution ecosystem, in addition to a suite of enterprise support features and services. Zebra is widely recognized by channel partners and customers as a trusted advisor in the rugged industry.”

Zebra’s rugged devices seamlessly integrate with Android Enterprise and Windows platforms, supported by in-house solutions for lifecycle management, security, and device optimization. These capabilities enable businesses to gain real-time insights, respond swiftly to market demands, and improve productivity across their operations.

Driving Digital Transformation Across Industries

“Businesses today are navigating unprecedented challenges, from managing complex supply chains to meeting the rising expectations of a digital-first economy,” said Suresh Menon, Senior Vice President and General Manager, Zebra Technologies. “We believe the results of these IDC MarketScape assessments reflect our commitment to providing the right software and devices to help organizations digitize and automate their frontline operations and seize new opportunities for growth.”

Together, Zebra’s retail price optimization solutions and rugged devices create a unified platform for businesses to adapt to market shifts, improve margins, and build resilient operations. The results of the IDC MarketScape reports underscore how Zebra enables organizations to succeed in a digitally driven world.

KEY TAKEAWAYS

• Zebra Technologies has been recognized as a Major Player in the IDC MarketScape: Worldwide Retail Price Optimization Solutions 2025 Vendor Assessment report.
• The company is also named a Leader in the 2025 IDC MarketScape: Worldwide Rugged Mobile Devices and Tablets & PC Vendor Assessment reports.
• Read more industry analyst reports evaluating Zebra here and learn more about specific use cases here.

ABOUT IDC MARKETSCAPE

IDC MarketScape: Worldwide Retail Price Optimization Solutions 2025 Vendor Assessment, doc # US52989825, Dec. 2025

IDC MarketScape: Worldwide Rugged Mobile Devices 2025-2026 Vendor Assessment, doc # US53005225, Dec. 2025

IDC MarketScape: Worldwide Rugged Tablet and PC 2025-2026 Vendor Assessment, doc #US53928425, Dec. 2025

IDC MarketScape vendor assessment model is designed to provide an overview of the competitive fitness of technology and service suppliers in a given market. The research utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each supplier’s position within a given market. IDC MarketScape provides a clear framework in which the product and service offerings, capabilities and strategies, and current and future market success factors of technology suppliers can be meaningfully compared. The framework also provides technology buyers with a 360-degree assessment of the strengths and weaknesses of current and prospective suppliers.

WHO IS ZEBRA TECHNOLOGIES?

Zebra (NASDAQ: ZBRA) provides the foundation for intelligent operations with an award-winning portfolio of connected frontline, asset visibility and automation solutions powered by AI. Organizations globally across retail, manufacturing, transportation, logistics, healthcare, and other industries rely on us to deliver outcomes today while driving innovation for what’s next. Together with our partners, we create new ways of working that improve productivity and empower organizations to be better every day. Learn more at www.zebra.com.

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