To increase the likelihood of success of their market-focused innovations, firms that develop innovations for targeted markets regularly communicate with market participants in order to reduce the uncertainties participants hold regarding the firms’ innovations. Among other tactics, these firms employ strategic market signals. The paper develops three types of uncertainty (technical, market and standards) associated with the market-focused innovations as well as hypotheses related to the impacts of firms’ signals, which are used to address the uncertainty issues, on firms’ market success during the standards war. The research findings have implications for both theory and practice.