Noob question about launches

[Cheex]

To be honest, I'm not sure about the types of launches that are done.

What are:
1) Hard launches
2) Paper launches


Also, are there any more?



Thanks in advance for clarifying this for me.

:thumbsup:

 

[PolymerTim]

I'm no expert on this either, but I'm pretty sure the difference depends on whether or not physical devices are being shipped out or not. So a paper launch would be like holding a press release to announce the official release of a new product, but it still needs another month or two to ramp up production and get it into supplier channels. A hard launch would be like announcing, here is our new product and you can start buying it from retailers tomorrow.

 

[Cheex]

I figured as much but I was sure.

Nothing wrong with wanting to solidify speculated information...

If anyone else wants to add to that...feel free to contribute.

Knowledge is power!!

 

[nullpointerus]

The problem with paper launches is that it creates false expectations.

Company A knows that Company B is about to release a killer product, but A has nothing to counter B's product, so A does a paper launch for a product that either will not be out for a while, will be out soon in insufficient quantities (i.e. prices soar), or simply will never see the light of day. As a result, people wait...and wait...for the superior-yet-ever-unavailable product, eventually becoming frustrated with the marketing manipulation. Company A loses rep; Company B loses sales; and consumers lose opportunities/time.

Paper launches are only good in the short term. But this short term benefit (for misinformation) should not even be allowed to exist, especially not when the media is manipulated into deceiving the general public.

Review sites like Anandtech have been suspicious and critical of paper launches in the past.