Zebra to expand software offer with Reflexis buyout

Mobile computing and asset tracking vendor Zebra Technologies has moved to acquire Reflexis Systems, a developer of workforce management solutions.


Reflexis ONE, the company’s core product, is a cloud-based platform that enables real-time task management and is deployed globally in retail stores, branch offices and other customer touch points. By acquiring Reflexis, in a deal worth $575m, Zebra will add a task manager suite, workforce scheduling, AI-driven staff planning and mobility, cloud and analytics tools to its portfolio, at the same time as boosting its software revenue.


“Reflexis aligns well with Zebra’s software vision of empowering every worker at the edge with insights that drive real-time actions,” commented Bill Burns, Chief Product & Solutions Officer, Zebra Technologies. “This acquisition, together with Zebra’s existing software offerings in the retail industry such as SmartCount, Zebra Prescriptive Analytics and Workforce Connect, provides us with the unique opportunity to unify the workflow experience. This investment to create a unified front-line worker experience is consistent with our vision of empowering every worker at the edge to execute the best next action.”

Bill Burns, Chief Product & Solutions Officer, Zebra Technologies

Burns said Zebra’s existing core verticals include retail, manufacturing, transportation and logistics, public service and healthcare.


“The acquisition of Reflexis would extend Zebra’s solutions into the food service, hospitality and banking industries,” he added. “The addition of the Reflexis software solution suite to Zebra’s portfolio provides an opportunity to expand the deployment of its solution across our large existing base of retailers given our leading market position in enterprise mobility and tracking in the retail vertical.”


Despite second quarter earnings that were affected by the wider pandemic-driven slowdown in enterprise tech spending, Burns said Zebra has started Q3 with a solid order backlog that signals continued investment by customers as they adapt to the ‘new normal’.


“In this environment, Zebra’s solutions have become even more necessary for our customers,” he added. “Zebra is uniquely positioned to empower front-line workers as there is an acceleration in the secular trends of digitization and automation in the markets we serve. The solutions we provide will continue to support critical needs in key areas such as e-commerce and patient care.”


Burns also pointed to the SaaS revenue model of Reflexis which he said will improve the profitable growth profile of Zebra, leveraging its mobile computing footprint across the verticals it serves: “We are a leading provider of enterprise mobility at the edge of operations,” he pointed out. “By combining Reflexis with other Zebra software assets, we will unify and transform the front-line worker experience. Our aim is to simplify the way work gets planned, managed and completed for our end-users, and Reflexis plays a pivotal role in realizing that vision. We expect the Reflexis acquisition to be earnings neutral in year one as we invest for growth and to be increasingly accretive beyond year one as we scale the business.”


Those with an interest in mobility and the cloud edge should diarise the following event.

Call for Papers

  • About You

  • About Your Paper Submission