Most incumbents already operate as business-to-business robotic providers with acquisitions and partnerships used as the most common market entry strategies Most retail robotics industry incumbents develop technology in-house or partner with companies that provide related services to obtain and co-develop their technology. Most of these companies already operate as established robotic suppliers focusing on the business-to-business (B2B) market. There are also some retailers—such as Amazon and Ocado—who have developed their own technology, especially in the micro-fulfillment area, while also selling their technology to other retailers. Several incumbents such as FANUC Corporation and Vargo that were already developing robots in related areas such as warehouse robots have recognized the opportunity and entered the micro-fulfillment space.