Hamilton identified Merck and Henry Schein as the primary incumbent competitors in the pet microchip market, describing them as multibillion-dollar organizations that have been in the industry since the 1990s. He characterized competing against them as going up against the status quo and said Peeva's strategy has been to offer free equipment and a revenue-sharing model to attract veterinary hospitals.
Hamilton also referenced an unnamed free microchip registry that, according to him, faced a class action lawsuit and was shut down for allegedly building marketing lists under the guise of a public benefit service. These characterizations are Hamilton's own statements and are not confirmed figures or facts from the named companies themselves.
No pricing or revenue data for any competitor was provided by Hamilton.