The Danger of Pre-Announcing Products

Author: John Honovich, Published on Mar 30, 2009

It is critical to check when new products will actually be available. While vendors may announce and show a 'new' product at a conference, that product may not be available for months or even up to 1 year after its announcement. 

This is especially dangerous with megapixel H.264 cameras. Most manufacturers are pre-announcing their products by 6 months each.

Why do I need to check?

Vendors generally do not state clearly when the product will be available. This is usually hidden in the details or only provided if you ask. Worse, these are often optimistic estimates that can be off by months.

The product shown to you may be an alpha version or a prototype. This may be good enough for short demos on a trade show floor but not close to the level needed for general release.

What problems does this cause?

Lots of people design new systems based on what they find on the show. Because of pre-announcements, a project may start in a few months but the critical new product is still not available. This can cause expensive cost over-runs or delays.

In a more general sense, it creates confusion amongst end users and specifiers as they try to figure out what's real and what's available.

Why does it happen?

Manufacturers do this because it gives them an advantage over rivals. The press happily reports the announcement. Attendees often overlook the timing issue. Manufacturers who pre-announce get more leads and more projects at the expense of their direct competitors.

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

Of course, this fosters a vicious cycle where other manufacturers feel compelled to match or else lose momentum/future sales.

What should I do?

First, always ask. Never assume that an announcement means the product is available. In fact, you are more likely to be correct if you assume the opposite.

In addition, I will be including references in my premium reports on scheduled availability to help buyers identify pre-announcements.

Most Recent Industry Reports

This High Schooler Is Excited About His Future Security Career on Jan 15, 2018
A common lament is that smart, young people have little interest in surveillance systems. In fact, discussions like Should Talented Young People...
"First Of Its Kind" Stove Knob Alarm Sensor (2GIG) on Jan 15, 2018
At CES 2018, 2Gig/Nortek announced the Stove & Grill Guard, a "first of its kind" sensor in the security industry, allowing users to be...
Amazon Deep Learning Partnership With AgentVi on Jan 15, 2018
Amazon is aiming to grow its Kinesis Video Streams offering that "enables you to quickly build computer vision and ML applications" in the cloud....
Winter 2018 Camera Course Registration on Jan 14, 2018
Learn video surveillance and get certified. Save $50 on the course, ending this Thursday the 18th, plus get access to 2 class times - 'day' and...
Hikvision Removed From US Army Base, Congressional Hearing Called on Jan 12, 2018
Hikvision has been removed from a US Army Base and a US congressional committee is planning a hearing on cybersecurity risks and specifically,...
CES 2018 Show Final Report on Jan 12, 2018
This is IPVM's final edition of our 2018 CES show report. Below are already numerous images and commentary, with more coming tomorrow.   CES is...
Hanwha ExtraLux Camera Tested on Jan 11, 2018
Hanwha has released the latest in their Wisenet X line, the "extraLUX" series, claiming to "capture crystal clear, true-color images in low-light...
Security Integrator Project Management Certifications on Jan 10, 2018
Certifications are a common option for technology professionals looking to improve skills and gain validation. But how about for project...
Canon Launches World's Most Expensive IP Camera (ME20F-SHN) on Jan 09, 2018
Canon has launched the ME20F-SHN , likely the world's most expensive single imager, non-thermal, IP camera at ~$20,000. And Canon subsidiary...
Hikvision Declares 'Never Click On Links In Emails' on Jan 09, 2018
Hikvision is stepping up its cybersecurity efforts with a clear recommendation - to never click on links in emails: It is a surprising change...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact