Regarding the virtual agent in a web-site market (laptops and PCs), primarily the former but for new solutions the latter.  However for mobile apps it depends.  E.g. if we come up with a mobile app for a smart TV, we would approach LG/Samsung/etc in the early stages. For a smartphone app we would have to do the seeking and might give it away at first to generate interest and charge for special features like training to your voice, or remembering what food you like etc.