The Theory of Product Announcements

Started Sep 28, 2012 | Discussions thread
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ultimitsu
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The Theory of Product Announcements
Sep 28, 2012

Manufactures generally make product announcements ahead of actual launch for one reason only - deter potential customers from buying opponent's product today, convince them to wait for their own, superior product. At the same time there is a down side to making such announcement, that is current product is perceived as outdated, it makes it harder to sell existing stock. This is called Osborne effect.

Nikon D600 apparently caught canon off-guard completely. Canon probably knew a low end FF was on the line but obviously did not anticipate Nikon to have this product ready for launch as early as mid-September. This is why we only saw 6D announced after D600 was announced and launched.

What is interesting about this 6D announcement is that not only it did not deter potential customers from buying D600, it in fact encouraged those who might have been sitting on the fence. 6D's spec is decidedly worse, and its IQ, unless a miracle happens, will most likely be in the same league as 5D3 which means it's also worse than that of D600's. As cherry on top , it is also priced the same as D600.

I have no doubt 6D will be a good camera on its own right and its price will eventually fall to a point where it is competitive. But I think Canon has made a signification strategic error. it would have been better if they just made no announcement of 6D at all, some people who were on the fence would just continue to wait on the fence, and when 6D is actually ready, canon should then assess D600's real world reception and make the announcement with a more realistic pricing.

Canon EOS 5D Mark III Canon EOS 6D Nikon D600
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