Gartner Research

Six Options for Timing Your Product Launch

Published: 06 February 2019

ID: G00380323

Analyst(s): April Adams , Eric Trenk


Thoughtful timing can improve a product launch’s effectiveness when used strategically to enhance market position, offset competitive acts or target specific internal goals. Technology product managers must consider timing, in addition to functionality and readiness, when planning a product launch.

Table Of Contents
  • Key Challenges



  • Enhance Product Launch Effectiveness by Leveraging the Gartner Launch Timing Decision Framework
    • Option 1: Consciously Decide to Launch When All Is Ready
    • Option 2: Time It to Hide It
    • Option 3: Launch Early to Pre-empt the Competition
    • Option 4: Delay Launch to Avoid Comparison or “Noise”
    • Option 5: Plan Launch to Coincide With a Specific Event
    • Option 6: Systematic Rolling Launch
  • Finalize Launch Timing Strategy by Factoring in All Internal/External Considerations and Special Circumstances
  • Conclusion

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.