Tim Stoddard, Senior Vice President for Europe, the Middle East and Africa at Zebra Technologies, asserts that the concept of “normal” in business has become obsolete. He attributes this shift to ongoing geopolitical tensions and economic uncertainties. With this unpredictability in mind, Stoddard emphasizes the importance of agility and responsiveness within Zebra, a company that provides technology solutions for retail, manufacturing, and logistics.
Stoddard advocates for continuous improvement as a key metric for progress at Zebra, describing it with the mantra “better every day.” He believes that companies must actively seek to innovate and “disrupt themselves” before external competitors do. “More so than ever we have to be agile,” he states, reflecting the reality of a rapidly changing market landscape.
Recent financial reports show Zebra’s third-quarter sales rose 22.3% compared to the same period the previous year, with sales in the EMEA region increasing by 13%. This growth has been driven largely by heightened demand from large transport and logistics clients. Stoddard notes a significant shift in client behavior, stating that today’s customers arrive with greater knowledge and expectations about technology solutions, requiring Zebra to adopt a more consultative approach.
One pressing issue that Stoddard identifies is labor challenges, which encompass costs, retention, training, and recruitment. He argues that rather than replacing workers, automation and artificial intelligence (AI) can enhance employee productivity by automating repetitive tasks and providing quicker access to necessary information. Stoddard cites Zebra’s radio-frequency identification technology, which has dramatically reduced stocking time for clients like JD Sports, as an example of how technology can create measurable efficiencies.
He advises businesses to concentrate on solving one or two specific operational problems with clear returns on investment before pursuing larger technological undertakings. Stoddard stresses the importance of employee involvement, training, and effective change management to maximize the benefits of new investments.
Regulatory changes in Europe present both challenges and opportunities for Zebra. Stoddard points to upcoming requirements, such as digital product passports for certain batteries, set to take effect on February 18, 2027. These regulations can create demand for Zebra’s tracking and inventory management technologies. He views early awareness of regulatory developments and adaptability as critical for the company’s strategy moving forward.
When discussing future investments, Stoddard encourages leaders in UK and European businesses to focus on operational problems that need addressing, rather than halting spending on specific technologies. Close partnerships with trusted technology advisers can help businesses test applications and validate their value.
Zebra aims to become a leader in frontline AI by 2027, seeking to integrate intelligent assistance into employee devices and workflows. Stoddard highlights the potential for AI to improve productivity and help companies navigate labor challenges, ultimately fostering success for customers. He advises businesses to define a specific problem, demonstrate how technology can resolve it, and incrementally scale their investment based on results.
