Zebra Flaunts New Stripes

Building off of the success of its PartnersFirst channel program, Zebra Technologies has introduced a new program tailored specifically for software partners.

"We do have ISVs [independent software vendors] in our legacy programs, and they were able to access a lot of the benefits of our reselling partners. However, we didn't have specific benefits unique to the ISV channel," explains Juliann Larimer, director of marketing operations at the Vernon Hills, Ill.-based maker of bar-code, RFID and specialty label printers.

For example, the new Technology Partner Program gives ISVs access to Zebra's Software Developer's Kit, which includes the latest drivers, label-design software and spec sheets, as well as product information and sales-training tools. In addition, technical and application-engineering support is available; Zebra is providing marketing support materials and co-branding opportunities tailored for the ISV market, and the vendor will promote partners at its Web site.

Another key benefit of the new program is that it aligns more closely with software partner programs offered by Symbol Technologies, a key partner for Zebra, as partners often create solutions combining Symbol's ruggedized handhelds and Zebra's mobile printers, such as the 2-inch RW 220 printer.

"We feel our ISV program is a complement to the work they've done. Now when we go to market together, we will have similar programs," Larimer says.