1. Purpose and scope
Launch puts the product on the market. Prices and ordering information are published, sales teams and channel partners are trained, launch content goes out and the support processes customers will use are switched on. A launch is judged by whether customers can find, understand, order and get help with the product, not only by the announcement.
Semiconductor launches are often less visible than consumer launches, because lead customers have been designing the part in for some time. That makes the operational side more important, not less: the first production orders from those customers must flow through ordering, distribution and support without friction, and new customers attracted by the announcement must be able to act on it.
The stage starts at Production release and ends at the Launch review. It overlaps the start of the ramp, because design wins from sampling begin to turn into production orders around the same time.
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