The Evolution of Brother's Mobile Strategy: From Fax to Field
Posted: Tue May 27, 2025 5:34 am
Brother's journey into "mobile" is a fascinating reflection of technological shifts and a keen understanding of evolving business needs. While they aren't the first name that springs to mind for consumer smartphones, their adaptable approach has kept them relevant in the ever-changing landscape of on-the-go productivity. Their early ventures into telecommunications, though not leading to direct smartphone competition, laid a groundwork for understanding connectivity. As the world moved from fixed-line communications to portable devices, Brother didn't chase the consumer phone market. Instead, they cleverly identified where their core expertise in printing and imaging could be most effectively mobilized.
The pivot was towards purpose-built mobile peripherals. This meant focusing on rugged, battery-powered printers and labelers that could integrate with the mobile devices workers already carried, be they brother cell phone list tablets, or specialized handheld terminals. This strategic choice allowed Brother to avoid the cutthroat competition of the smartphone wars while carving out a robust niche in industries where on-site, immediate printing and labeling are critical. Their emphasis shifted from being a "communication device" provider to a "mobile productivity enhancer."
Critical Applications: Where Brother's Mobile Shines
Brother's mobile solutions are indispensable across numerous sectors:
Supply Chain and Logistics: In bustling warehouses and during last-mile delivery, Brother's mobile label printers allow for instant barcode printing, inventory updates, and receipt generation. This dramatically improves efficiency, reduces errors, and ensures accurate tracking from warehouse floor to customer doorstep. Imagine a delivery driver printing a proof-of-delivery receipt or a package label right from their vehicle, integrated with their dispatch system.
Retail: From the front of the store to the stockroom, mobile printers facilitate on-demand pricing, markdown labels, and shelf tagging. Associates can quickly print necessary information without leaving the customer or the aisle. Mobile POS (Point of Sale) solutions with compact printers enable "queue-busting" during peak hours, improving customer experience.
Field Services: Technicians for utilities, pest control, HVAC, and maintenance often need to print invoices, work orders, or compliance documents on-site. Brother's portable full-page printers, like the PocketJet series, allow them to do this seamlessly, eliminating manual paperwork and speeding up billing cycles.
The pivot was towards purpose-built mobile peripherals. This meant focusing on rugged, battery-powered printers and labelers that could integrate with the mobile devices workers already carried, be they brother cell phone list tablets, or specialized handheld terminals. This strategic choice allowed Brother to avoid the cutthroat competition of the smartphone wars while carving out a robust niche in industries where on-site, immediate printing and labeling are critical. Their emphasis shifted from being a "communication device" provider to a "mobile productivity enhancer."
Critical Applications: Where Brother's Mobile Shines
Brother's mobile solutions are indispensable across numerous sectors:
Supply Chain and Logistics: In bustling warehouses and during last-mile delivery, Brother's mobile label printers allow for instant barcode printing, inventory updates, and receipt generation. This dramatically improves efficiency, reduces errors, and ensures accurate tracking from warehouse floor to customer doorstep. Imagine a delivery driver printing a proof-of-delivery receipt or a package label right from their vehicle, integrated with their dispatch system.
Retail: From the front of the store to the stockroom, mobile printers facilitate on-demand pricing, markdown labels, and shelf tagging. Associates can quickly print necessary information without leaving the customer or the aisle. Mobile POS (Point of Sale) solutions with compact printers enable "queue-busting" during peak hours, improving customer experience.
Field Services: Technicians for utilities, pest control, HVAC, and maintenance often need to print invoices, work orders, or compliance documents on-site. Brother's portable full-page printers, like the PocketJet series, allow them to do this seamlessly, eliminating manual paperwork and speeding up billing cycles.