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

Milestone Disrupts Milestone With Arcules on Nov 19, 2018
Milestone is now competing against... Milestone's own spinout Arcules New IPVM testing shows that Arcules has incorporated a substantial amount of...
Pressure Mounts Against Dahua and Hikvision Xinjiang Business on Nov 19, 2018
Pressure is mounting against Hikvision, Dahua, and other companies operating in Xinjiang as an international outcry brews against the Chinese...
Arcules Cloud VMS Tested on Nov 19, 2018
Arcules is a big bet, or as they describe themselves a 'bold company', spun out and backed by Milestone and Canon.  But how good is Arcules cloud...
'Sticker' Surveillance Camera Developed (CSEM Witness) on Nov 16, 2018
The Swiss Center for Electronics and Microtechnology (CSEM) has announced what it calls the: world’s first fully autonomous camera that can be...
ISC East 2018 Mini-Show Final Report on Nov 16, 2018
This is our second (updated) and final show report from ISC East. ISC East, by its own admission, is not a national or international show, billed...
Facial Detection Tested on Nov 16, 2018
Facial detection and recognition are increasingly offered by video surveillance manufacturers. Facial detection detects faces in an image/video...
Throughtek P2P/Cloud Solution Profile on Nov 15, 2018
Many IoT manufacturers either do not have the capabilities or the interest to develop their own cloud management software for their devices....
ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...
Hikvision Silent on "Bad Architectural Practices" Cybersecurity Report on Nov 14, 2018
A 'significant vulnerability was found in Hikvision cameras' by VDOO, a startup cybersecurity specialist. Hikvision has fixed the specific...
French Government Threatens School with $1.7M Fine For “Excessive Video Surveillance” on Nov 14, 2018
The French government has notified a high-profile Paris coding academy that it risks a fine of up to 1.5 million euros (about $1.7m) if it...

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