Originally posted by jatrax If you are in a commanding marketing position announcing new products long before they are ready is good strategy. It tends to 'freeze' customers who might be ready to buy as they will tend to wait until they see the product from the market leader.
If you are not in such a position, then announcing anything early just gives your (bigger, more marketing savvy, with larger ad budget) competition time to react and counter your product release. Potentially by making an early announcement of their own which might not really materialize for some time. But it will freeze the market and hurt your sales.
But on the other hand, if people are mumbling that the future of your system is in doubt, that you have too small or too uninteresting of a lens lineup, that you're missing key important lens categories — then, a lens roadmap is very important
especially if you're not in a commanding market position.
Pentax was at that point back when they published a regularly-updated lens roadmap. I don't think they are anymore.
Now what they need is a
flash roadmap.