For highly innovative products the actual product use is often very uncertain. However, the uncertainty/variability in product use and its impact on product reliability has rarely been explored. The mismatch between the anticipated product use and the actual product use can lead to considerable unexpected technical and non-technical reliability risks. However, traditional reliability management techniques focus primarily on managing technical reliability risks. This situation results in an increasing amount of no-fault-found or fault-not-found reports in the highly innovative consumer electronics (CE) industry. Under the time-to-market pressure, it is increasingly important to take into consideration the significant factors that determine p...