Vapourware: Can You Believe the Hype About the Next New Thing?

Announcing a product ahead of time is a popular way to gain competitive advantage and potentially to spoil rival companies' sales. It's a practice that's not limited to the technology industry where wannabe hardware and software has become so prevalent it has been aptly labelled "vapourware". Some prematurely announced products never make it to market or are delivered late, leaving consumers incredulous or frustrated. But vapourware is not all bad, argues Jay Pil Choi, a professor of economics at the Australian School of Business. Besides, with the threat of reputational damage, over-eager corporations need to be sure to deliver the goods.