release of the Saturn forced developers to finish their games) alike. These factors quickly led to the failure of the Saturn: following the Dreamcast announcement, sales of Saturn consoles and software substantially tapered off in the second half of 1997, while many planned games were canceled, shortening the console's life expectancy substantially. While this let Sega focus on bringing out its successor, the premature demise of the Saturn caused customers and developers to be skeptical and hold out, which led to the Dreamcast's failure as well, and Sega's exit from the console industry. Another example of the Osborne effect took place as a result of Nokia's CEO Stephen Elop's implementation of the plan to shift away from Symbian to Windows Phone for its mobile software platform. On top of this, criticism of existing products was compared to the Ratner effect. Although it was known for some time that Nokia's Symbian phones were no longer competitive against iOS and Android, they still generated significant profit thanks to Nokia's brand recognition until Elop's "burning platform" memo "effectively transformed the Symbian cash-cow into a dead duck". At the same time, Nokia's first Windows Phone devices would not be ready for a year, and once they were released their sales were not enough to replace the volume and profit of Symbian devices. Furthermore, the announcement that Windows Phone 7 devices would not be able to upgrade to Windows Phone 8 hurt sales of Nokia's Windows Phone 7 phones, plus it was a risky move for Microsoft which "can ill afford to alienate people when there are scores of highly capable and affordable Android phones up for grabs, or years-old Apple iPhones which aren't being prematurely shut out of the iOS playground." Poor performance led Nokia to sell its mobile phone division to Microsoft in 2013. MakerBot also appears to have fallen victim to the Osborne effect, as talking openly about a future product significantly reduced the sales of their current product. See also Cannibalization (marketing) A market or product destroyed by another of a firm's product. Internal competition Second-system effect Self-defeating prophecy Trickle-down effect Deflation can occur when consumers expect prices to go lower in the future. References Promotion and marketing communications Social theories de:Adam Osborne#Berufliche Laufbahn