This document discusses strategies for improving the timing of market entry for new technologies. It notes that entering a market early can provide advantages if consumers clearly value the technology, but entering too early risks a poor reception. Later entrants may be able to learn from the failures and successes of early entrants. To effectively time entry, a firm needs the capabilities to develop the technology and quickly refine it based on consumer response. Development cycles can be shortened through alliances, cross-functional teams, and parallel processes to improve a firm's ability to be both an early and subsequent entrant.