The intensity of competitive rivalries in the robotics industry is low-medium. iRobot competes with developers of other floor cleaning robots, developers of small unmanned ground vehicles, established government contractors working on unmanned systems, and developers of small unmanned underwater vehicles.[2] The niche market for consumer and home robots is small but growing rapidly as demand increases and competitors release new products that are competitively priced with similar performance and functionality. iRobot will face increased pressure from these competitors as the market continues to grow. iRobot also faces intense competition from other companies vying for lucrative government contracts. Many of these competitors for government contracts have substantially greater financial, marketing, and R&D resources than iRobot. Increased competitive pressure could force iRobot to reduce their prices if they lose sales or market share.