I have been closely watching the new Behringer X32 line of mixers (yea, I know. I would have bet good money a year ago that you would never hear me say this out loud, rather on write it on a public forum).
When they were "introduced" at the 2012 Winter NAMM (October I think?), the excitement about the product was significant. The website states "Coming Soon!".
Ok, that was 4 months ago.
The latest rumors have it pegged at Q3 release .... which I translate into late September.
In another thread Abzurd pointed out (correctly so) that I shouldn't be rooting for a company ..... who is known largely for their lack of quality .... to be rushing a product to market. (Good point).
What I am wondering is what you guys think of early introductions. It seems like it is becoming more prevelent to announce a product, then take a year to actually have the product for sale.
I have always held our product releases until the product was ready (or very nearly so) for sale.
Now, there is more to doing this than meets the eye. Everyone generally thinks that all you have to do is engineer the product ..... which you certianly do, but that is only part of it:
- Alpha product - Internal testing only
- Bill Of Materials and final costing per unit
- Sourcing of manufacturing
- Sourcing of components
- Beta product - someone outside under NDA tests it
- Initial production run (Pilot)
- Marketing materials, Sales strategy
- Distribution pipe fills
- Release Product
Generally this takes us around 2 years from concept to release to the public. A year before product availibility we would generally be at beta. I generally don't announce unitl we are filling the distribution pipe (within a month or two of product release).
Do you think it is a good practice to announce the product a full year before you start selling it? As a consumer, it is pretty annoying.