Zebra Technologies has carved a niche in the public safety sector with a robust portfolio encompassing mobile computing, RFID asset tracking, and critical communications. They focus on driving efficiencies, enhancing safety, and ensuring responders effectively perform their duties.
Zebra Technologies is committed to innovation and excellence, from implementing RFID readers to optimise shift patterns in emergency services to introducing virtual reality tools to understand its technologies better.
This story delves into the details of Zebra Technologies’ public safety solutions, exploring their strategic vision, the challenges they address, and the exciting developments on the horizon.
In conversation with edge/ Oliver Ledgard, Public Safety Strategy Director, EMEA, Zebra Technologies, talks about the steps Zebra Technologies is making in the public safety sector.
How does Zebra Technologies view public safety solutions and incorporate technology into these solutions?
Zebra Technologies has focused intensely on the government and public safety space for the last three or four years, though we’ve always played in that market. Our vast portfolio includes print for E-citation use cases, mobile computing, and RFID for asset tracking and management. Our approach involves three key areas: mobile digitalisation, asset management, and critical communications.
We offer a wide range of Windows and Android tablets and mobile computing devices for mobile digitalisation. Our best-in-class devices have succeeded, especially with migrating from Windows CE to Android. Asset management is another crucial area where we provide solutions for tracking and managing assets efficiently, which drives operational efficiencies within the market.
Lastly, critical communications is a significant focus for us, particularly with the upcoming TETRA to broadband migration over the next five to ten years. This migration is an important development, and we are excited about the opportunities it presents. Our strategy is to leverage our depth and breadth of technology to add value to public safety, where we have traditionally been strong in retail, transport, logistics, manufacturing, and healthcare.
How does the UAE market fit into Zebra Technologies’ strategy, and what are your plans for the Middle East?
The Middle East is a crucial region for us, and we have a dedicated team of sellers here. We’ve seen significant wins in the government space across Saudi Arabia, the UAE, Oman, and Qatar. These wins highlight the growing demand for our solutions in the region. Although Zebra is channel-focused, our regional partners help us serve our customers effectively. We rely on these partners to add value and provide the necessary attention to our clients.
Our channel partners play a vital role in our strategy. They bring local expertise and support to our customers and help us deliver tailored solutions that meet the region’s specific needs. We see the Middle East as a key growth market, and we are committed to expanding our presence and delivering innovative public safety solutions that address the unique challenges faced by governments and organisations in the region.
Why does Zebra Technologies view public safety technologies this way, and how do you approach it?
Our primary goal is to drive efficiencies for frontline responders, giving them more time to perform their duties and ensure public safety. For example, we’ve implemented RFID readers and solutions to optimise shift patterns in Fire Rescue Services and ambulances.
This technology allows pre-shift vehicle checks, which typically take an hour, to be completed in just a few minutes with the press of a button. This time-saving measure gives responders more time to focus on their primary tasks.
During shifts, RFID technology helps ensure that all necessary equipment, such as oxygen tanks and defibrillators, is accounted for and ready for use. This reduces the risk of leaving critical items behind and ensures responders have everything they need in an emergency.
Additionally, our mobile computing software and services for asset management provide significant efficiency gains, reducing the time taken for daily equipment checks and improving the utilisation of IT assets.
Overall, our approach is to enhance the efficiency and safety of frontline responders through advanced technology, thereby saving time, reducing costs, and improving public safety outcomes.
Can you provide more details about your new virtual reality offering for ambulances and police crime scenes?
The virtual reality ambulance is an innovative tool designed to demonstrate our technology in a realistic and immersive way. While it’s not a product we sell, it effectively showcases our solutions at events like CCW. Using a VR headset, users can explore a virtual ambulance and see how different Zebra Technologies products are integrated and utilised in real-life scenarios.
This VR experience helps customers understand the practical applications of our technology, which can be challenging to convey through traditional presentations in a busy exhibition hall.
The immersive nature of VR allows users to see and interact with our solutions, gaining a better understanding of how they can drive efficiencies and improve operations in their specific use cases. It’s an exciting way to bring our technology to life and demonstrate its potential impact on public safety.
How does Zebra Technologies ensure the safety and security of its technologies, especially in critical communications and public safety?
Our approach to security is comprehensive and multi-faceted. Device security is a top priority, and we implement measures such as secure boot, data encryption, and advanced authentication mechanisms to prevent unauthorised access.
Our lifeguard program provides regular software and firmware updates to patch vulnerabilities and enhance security features, offering extended security support for several Android devices for up to five years.
Data protection is another critical aspect, and we ensure robust measures are in place to secure data both in transit and at rest. Network security is also a focus, and we integrate with enterprise networks to implement firewalls, VPNs, and secure WiFi protocols to protect against cyber threats.
Additionally, we adhere to global cybersecurity standards and regulations, including GDPR, HIPAA, and PCI DSS, ensuring our solutions meet the highest security requirements.
By taking a multi-layered approach to security, we ensure that our technologies are safe and reliable for critical communications and public safety applications, providing peace of mind to our customers.
What are Zebra Technologies’ plans for public safety, and can you give us a sneak peek into any upcoming products?
While I can’t share specific details, we always want to develop and expand our portfolio. We invest about 10 per cent of our revenue in R&D yearly and have acquired companies to broaden our offerings. For example, in 2018, we acquired Xplore Technologies to enhance our rugged tablet portfolio. This acquisition has significantly strengthened our position in the market and allowed us to offer a more comprehensive range of solutions.
We are committed to continuing our focus on the government and public safety sectors. We are actively working on new developments and enhancements to our existing products, and you can expect announcements in the next six to twelve months. Our goal is to support our customers with cutting-edge technology that drives efficiency, improves safety, and meets the evolving needs of public safety organisations worldwide.
