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

Competing Against ADT on Jul 20, 2017
ADT is one of the biggest players in the security industry, with ~$4 billion revenue. In 2017, they were acquired / merged with Protection...
Hikvision Launching Deep Learning Recorders on Jul 20, 2017
Hikvision has become a common choice for super low cost NVRs. Now, Hikvision is aiming to move up market, with deep learning NVRs that claim far...
PR Campaign Exploiting Manufacturer Cybersecurity on Jul 20, 2017
Manufacturers increasingly have a bulls-eye on their back. As cyber security solutions providers grow, they realize a great way to get publicity...
Axis Door Station Tested (A8105-E) on Jul 19, 2017
Axis continues their push into niche markets, especially audio, with network speakers, an IP horn, and video door stations. We bought and tested...
Manufacturer Favorability Guide on Jul 19, 2017
This 120 page PDF guide may be downloaded inside by all IPVM members. It covers our 20 manufacturer favorability rankings and 20 manufacturer...
$8 Billion Utility Georgia Power Enters Surveillance Business Offering Avigilon And Genetec on Jul 19, 2017
Utilities are typically considered major customers of surveillance integrators but one utility, Georgia Power, with $8+ billion in annual revenue...
Knightscope Laughs off Robot Drowning on Jul 18, 2017
A day after a Knightscope robot drowned, Knightscope has issued an 'official statement' making fun of the issue: The implied message is that...
Microsoft Video AI Cloud Services Examined on Jul 18, 2017
Microsoft has released one of the most amazing video analytics marketing videos ever. In it, they detect oil spills, track individual people giving...
Hikvision USA Head of Cybersecurity Exits on Jul 18, 2017
Hikvision USA's Head of Cybersecurity has exited the company. In this note, we review the move, share Hikvision's feedback and examine the...
'Suicidal' Knightscope Robot Drowns on Jul 17, 2017
Knightscope continues its hyper growth, at least when it comes to controversy, this time with a 'suicidal' robot in Washington DC. And here is...

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