Zebra Trafaret 3

Dec 6, 2018 at 10:21AM Asset-tracking specialist Zebra Technologies () is growing by leaps and bounds. The stock has gained 56% over the past year and more than doubled in two years, driven by a steady stream of. In the recently reported third quarter, for example, Zebra grew its earnings 54% year over year on 12% stronger top-line sales. Both figures were well ahead of Wall Street's expectations, and the stock jumped 6% higher that day. And the stock is still trading at just 15 times forward earnings, leaving plenty of room for further gains.

Zebra Three is a radio code name, more accurately known as a call sign, given by the fictional 'Bay City, California' police department of the iconic 1970s television.

So when Zebra's CEO, Anders Gustafsson, found some time for a quick phone conversation, I had to know more about his company's secret sauce. Here are three important nuggets from that call. Image source: Zebra Technologies. Momentum at a tough time How was Zebra able to beat estimates and raise guidance when at the end of 2018?

'For us, the biggest thing is probably that the secular drivers to each of our vertical markets have some big reasons for why they want to invest in our type of technology,' Gustafsson said. 'So if you're in retail, the whole brick-and-mortar omnichannel for retailers wants to invest in building capabilities, to be able to compete against e-commerce. I think they feel a certain level of urgency around that, and they don't want to kind of be overly tactical in how they go about this.

But they wanted to ramp up the investments that they want, to make sure they see this through.' Gustafsson presented similar scenarios in the healthcare and transportation sectors, where every company needs to keep up with a rapidly changing industry and winning business advantages are hard to come.

That's where Zebra's asset-tracking and asset-management systems come in. What's so special about Zebra? The company may be best known for its bar-code printing and scanning technologies, along with a large portfolio of mobile computing tools for enterprise environments. All of that is true, but Gustafsson argues that the real secret to Zebra's success lies in the services it can provide to longtime customers. 'We have people who work alongside nurses and the salespeople in the store, delivery drivers and so forth, and look at not just how they use our equipment but also how they perform their work flows,' he said.

'We look at how we can help them do their jobs better through both the device but also by re-engineering work flows and being able to leverage the data that we have access to.' If that sounds a lot like Accenture () or the consulting arm of IBM (), you're on the right track.

That's the kind of value Zebra can add to its clients' business processes, beyond the direct impact of its printed labels, electronic RFID tags, and data management systems. And even there, Gustafsson claims to wield some unique advantages. 'Most of the companies you think about are probably more like data-center companies. They crunch through a lot of data and provide some insights for that, but it's batch analytics -- it's not real time,' he said.

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