Media back-up is very important every time you start-up a new product development.
I

t’s not enough to have a well established market request to invest time and money on R&D engineering. I

t’s always a big risk that the market request changes during the time for the product development.

It is impossible to know what R&D other companies are doing at the same time, in the subject. Meanwhile R&D takes place, someone else might present a product solution that meets the market requests.
 
That devalues the product development to only concern market price competition in the end.


To reduce that risk, it is essential to inform media about the on-going R&D engineering design, at a very early stage.
It has a good effect on competitors to announce what they have next in the product pipe-line regarding the subject.
 
In that way media informs both potential customers and the public what products to expect entering the market.
It’s better to be the cutting-edge in a subject rather than a follower of the same.
In the end, it’s always a question about right time to market.