SCOTTSDALE, Ariz., Aug. 24, 2006 (PRIMEZONE) -- TASER International, Inc. (Nasdaq:TASR), a market leader in advanced electronic control devices, today announced the official start of its sales and marketing campaign for the TASER CAM(tm). The launch campaign, entitled, "The Truth is Undeniable" takes a humorous look at the difference between the behavior of criminal suspects in the court room and the behaviors that frequently landed them there in the first place. In addition, law enforcement officials can register for a 60-day free test and evaluation of the TASER CAM unit.
"The Truth is Undeniable" campaign launches with a series of print advertising, direct mail DVD videos, and internet commercials that highlight the benefits of increased accountability, not only for law enforcement administrators, but for law enforcement officers on the street.
"These new ads not only highlight the benefits of our new TASER CAM technology, they also draw attention to a rampant problem in this country: false allegations against law enforcement officers," said Steve Ward, TASER International's Vice President of Marketing.
A study by the International Association of Chiefs of Police published in "The Police Chief Magazine" reports that when video of an incident is available, law enforcement officers are exonerated in more than 96 percent of complaint cases.
"The fact that over 96% of allegations of misconduct against law enforcement are dis-proven when video evidence is available suggests that additional technologies such as TASER CAM, which bring incident recording directly to use-of-force incidents, will be a major enhancement in protecting law enforcement officers from false allegations," continued Mr. Ward. "Law enforcement officers who saw pre-release versions of these new commercials laughed, relating to personal experiences of the outrageous testimony they had experienced during their careers."
Simultaneous with the launch of "The Truth is Undeniable" advertising campaign, TASER International is launching "REAL TASER STORIES," videos featuring incidents of actual TASER(r) system field uses on the company's website. REAL TASER STORIES will also be available via a new Pod-Cast series accessible for free subscription to owners of the Apple(r) Video iPod(r). New videos will publish weekly through the end of September on the website and podcasts.
"REAL TASER STORIES depict the dramatic actions of law enforcement officers; many of these incidents potentially saved the life of violent, dangerous subjects from potential lethal force or self-harm," said Mr. Ward.
"The introduction of the TASER CAM is another example of this Company's dedication to improving safety and accountability standards in law enforcement situations. This device provides a beneficial dimension to officers by capturing real time footage of an incident, allowing the truth to be determined," concluded Mr. Ward.
The new TASER CAM system records audio and video footage for up to 90 minutes every time the TASER X26 safety is armed by the operator. Equipped with an infrared monochromatic video imaging system, the TASER CAM records even in zero-light conditions.
The TASER CAM only works with TASER X26 systems. Therefore, a limited time upgrade discount program to encourage agencies currently deploying the ADVANCED TASER M26 systems to upgrade to the TASER X26 systems with TASER CAMs are available from TASER International.
The campaign kicks off with a series of internet commercials, direct mail and print advertisements. Please visit www.TASER.com to watch these free videos. Law enforcement officials can register and arrange for FREE TASER CAM test and evaluation unit for a period of up to 60 days.
About TASER International, Inc.
TASER International provides advanced electronic control devices for use in the law enforcement, military, private security and personal defense markets. TASER devices use proprietary technology to incapacitate dangerous, combative or high-risk subjects who pose a risk to law enforcement officers, innocent citizens or themselves in a manner that is generally recognized as a safer alternative to other uses of force. TASER technology saves lives every day, and the use of TASER devices dramatically reduces injury rates for law enforcement officers and suspects. For more information on TASER life-saving technology, please call TASER International at (800) 978-2737 or visit our website at www.TASER.com.
The statements made herein are independent statements of TASER International. The inclusion of any third parties does not represent an endorsement of any TASER International products or services by any such third parties.
Note to Investors
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended (the "Securities Act"), and Section 21E of the Securities Exchange Act of 1934, as amended (the "Exchange Act"), including statements, without limitation, regarding our expectations, beliefs, intentions or strategies regarding the future. We intend that such forward-looking statements be subject to the safe-harbor provided by the Private Securities Litigation Reform Act of 1995. The forward-looking information is based upon current information and expectations regarding TASER International. These estimates and statements speak only as of the date on which they are made, are not guarantees of future performance, and involve certain risks, uncertainties and assumptions that are difficult to predict. Therefore, actual outcomes and results could materially differ from what is expressed, implied, or forecasted in such forward-looking statements.
TASER International assumes no obligation to update the information contained in this press release. These statements are qualified by important factors that could cause our actual results to differ materially from those reflected by the forward-looking statements. Such factors include but are not limited to: (1) market acceptance of our products; (2) our ability to establish and expand direct and indirect distribution channels; (3) our ability to attract and retain the endorsement of key opinion-leaders in the law enforcement community; (4) the level of product technology and price competition for our products; (5) the degree and rate of growth of the markets in which we compete and the accompanying demand for our products; (6) risks associated with rapid technological change and new product introductions; (7) competition; (8) litigation including lawsuits resulting from alleged product related injuries and death; (9) media publicity concerning allegations of deaths and injuries occurring after use of the TASER device and the negative effect this publicity could have on our sales; (10) TASER device tests and reports; (11) product quality; (12) implementation of manufacturing automation; (13) potential fluctuations in our quarterly operating results; (14) financial and budgetary constraints of prospects and customers; (15) order delays; (16) dependence upon sole and limited source suppliers; (17) negative reports concerning the TASER device; (18) fluctuations in component pricing; (19) government regulations and inquiries; (20) dependence upon key employees and our ability to retain employees; (21) execution and implementation risks of new technology; (22) ramping manufacturing production to meet demand; (23) medical and safety studies; (24) execution and court approval of litigation settlement agreements; and (25) other factors detailed in our filings with the Securities and Exchange Commission, including, without limitation, those factors detailed in the Company's Annual Report on Form 10-K and its Form 10-Qs.