soft launchn.
/ˈsɒf(t) lɔːn(t)ʃ/, U.S. /ˈsɔf(t) ˌlɔn(t)ʃ/, /ˈsɑf(t) ˌlɑn(t)ʃ/ 1. A missile launch in which the missile is (non-explosively) ejected or propelled from the launch assembly before its engine is ignited.
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1978 E. Paxson & M. Weiner Method evaluating Adv. Syst. & Concepts Ground Combat 5 The sequence of events for operation of the..system is: 1. Target search and acquisition; 2. Soft launch of missiles..; 5. Target acquisition.., boost-sustain motor ignited; [etc.].
1994 Machine Design 21 Nov. 20/2 Another interesting feature of the Predator missile is its two-stage rocket motor and ‘soft launch’ propulsion system.
2008 K. Windsor Kalunga 441 A soft launch ejects the missile from the launch tube to give a low-recoil launch.
2. Marketing. The release of a new product, service, etc., with little or no publicity or to a restricted audience or market, usually with the aim of trialling it before a subsequent release to a wider market.
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1985 South China Morning Post (Hong Kong) 10 Oct. 31 Purculator has been in operation here for about a month, following a soft launch in September.
1997 Straits Times (Singapore) (Nexis) 13 Dec. (Life section) 5 The response has been good... We had about 7,000 short calls since the soft launch.
2014 Birmingham Post (Nexis) 25 Sept. 9 Following last week's soft launch, the pub will host an official VIP launch party this week.
This entry has been updated (OED Third Edition, December 2016; most recently modified version published online March 2022).
soft launchv.
/ˈsɒf(t) lɔːn(t)ʃ/, U.S. /ˈsɔf(t) ˌlɔn(t)ʃ/, /ˈsɑf(t) ˌlɑn(t)ʃ/ Marketing.
transitive. To release (a new product or service) with little or no publicity or to a restricted audience or market, usually with the aim of trialling it before a subsequent release to a wider market. Also (and in earliest use) intransitive: (of a product or service) to be released in this way. Cf. hard launch v.Originating in business use in Indian English.
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1985 Times of India 8 Oct. 13/1 The hotels [sic] is expected to soft launch in early 1986 and the hard launch will be soon thereafter.
1994 News India-Times 11 Nov. 10 Dutt..is..in the United States to oversee the formal launch [sc. of an investment service] set for mid-November. Already it was ‘soft launched’ five weeks ago.
2004 N.Y. Times (National ed.) 1 Apr. c1/5 Gmail..will be ‘soft launched’.., with little fanfare and presented initially as a long-running test.
2007 Billboard 7 July 10/3 The site will soft-launch with 2,000 videos..and the number will rise ‘significantly’ by the time of the full consumer launch.
2014 L. Coles Marketing with Social Media ix. 163 Vine..was soft launched in the summer of 2012.
This entry has been updated (OED Third Edition, December 2016; most recently modified version published online March 2022).
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n.1978v.1985