With RFID Journal LIVE! 2025 almost here, we are spotlighting vendors who will be exhibiting on the expo hall floor this year.
Zebra is one of the leading companies in the RFID industry, offers the broadest field-proven RFID portfolio, including fixed and mobile readers, printers/encoders, and tags. Their solutions provide exceptional accuracy and seamless interoperability, empowering businesses to deploy a high-performance solution that anticipates real-world challenges and elevates the performance of every system, device, tag, and worker.
The company is a finalist for the Best New Product award for its EM45 RFID, an all-in-one, integrated RFID reader with a smartphone-like form factor designed to simplify tasks and boost on-the-go operations, while delivering enterprise-grade manageability, security, and asset longevity.
Randy Dunn, Zebra’s Customer Success Director, took time out of his schedule to discuss trends in the industry the company sees, biggest growth opportunities and why they are attending RFID Journal LIVE! 2025.
RFIDJournal.com: What are Zebra’s current strategic priorities?
Randy Dunn: Zebra is deeply committed to continuing to support the growth and innovation happening in the RFID industry, not just in retail, but also in manufacturing, transportation and logistics, and healthcare industries.
RFIDJournal.com: Where do you see the biggest opportunities for growth?
Dunn: For the first time in Zebra’s history, fixed RFID solutions are outpacing the growth of mobile RFID solutions. As organizations become increasingly adept at utilizing RFID data, the demand to apply RFID-tagged items across a broader range of use cases has become a prevalent strategy. Leveraging RFID-fixed readers to capture data at key business control points where it would otherwise be too difficult or unaffordable is and will remain a key theme in 2025.
RFIDJournal.com: What are some of the key industry trends you believe will have a significant impact in the coming years?
Dunn: RFID deployments have traditionally emphasized the “RF” aspect of the technology—long-range, non-line-of-sight reading. However, an increasing number of use cases are now shifting focus to the “ID” component—serialization. Serialization is being applied in areas such as food traceability, medical supply usage, and retail returns fraud management.
The industry has long discussed the potential of RFID for item authentication, and these solutions are now gaining significant traction in the market. Zebra’s new EM45 Series is a great example and demonstrates our commitment to empowering frontline workers with the ability to access and leverage serialized data effectively.
RFIDJournal.com: Why is Zebra attending RFID Journal LIVE! 2025 and what are you most looking forward to?
Dunn: I look forward to learning from industry leaders and practitioners, connecting with my peers, and fostering relationships with industry colleagues. Most importantly, we are there to showcase one of the industry’s broadest RFID portfolio of solutions and evangelize why Zebra should be a business’s preferred RFID partner.
Zebra officials will be located at Booth 528 at RFID Journal LIVE! 2025, the leading source of news and in-depth information regarding radio frequency identification (RFID) and other Internet of Things (IoT) technologies.