Project Experience

Separating the Rumors from the Reality of New Product Introductions

Client Situation
Technology companies must balance their investments in, and timeframes for new products in order to stay competitive on a price/performance basis. Our client held a strong position in a major peripheral market when a group of competitors joined together to announce support for a new standard that "would benefit the user community." Our client needed to know if the competitors were still developing their individual proprietary products or devoting significant resources to the new standard.

Fuld Approach
Fuld & Company established a baseline of information on the competitors' product development plans and the customers' concerns about this unproven and apparently uncompetitive product set. Periodical monitoring tracked the products' progress through the development cycle into demonstration, test, and volume shipment.

Benefits and Implications
With the constant stream of intelligence on the real status of development that confirmed that the competitors were advertising product availability far away of their capability for volume shipment, our client was able to maximize its revenue from existing products while insuring the reliability of its new technology by not rushing it into production. For more information, contactMark Chodnowsky at mchodnowsky@fuld.com