usability - Is it better to hide upcoming core features or display coming soon text?

When you have an app with features that do not exist or are not production ready yet, is it ok to include the action element (example: a button) that will display a coming soon dialog or page when clicked? Or is it better to hide the element completely?

For example you have a link that says something like "Compare Data", and when the user clicks the link they are presented a dialog that says "This feature is coming soon!".

My Thoughts on displaying a coming soon page:

Pros - Provides the opportunity to advertise the feature and get users interested in it.

Cons - Users expect the link to allow them to compare data and may have noticed and counted on this function prior to using the app. Thus negatively impacting the user's experience.

I should note that I am asking in the application of an MVP product in early Alpha or Beta stages where it's important to advertise certain features to early adopters.

Answer

The answer is rather subjective and depends on what those features are.

For example, if your app is in the MVP or Alpha stage and lacks important functionality such as Checking Sent Items in a Mail App.

If your app lacks this feature and you decide to have an Action for it, saying Sent Items and show a message there that this feature is coming soon - It will definitely lead to disappointment.

I believe the "Feature Coming Soon" path should be taken in the following cases:

1. 
   

   Your app's current version does not feel incomplete without that feature.

   
   


2. 
   

   The feature should not be a revolutionary feature that changes the way Users use your app and should be something that need not be explained further. For example: New Emoji's Coming Soon!

   
   


3. 
   

   Your feature should not have mixed reactions in the communities. It should be well tested and ready to deploy in the coming week or two.

   
   


4. 
   
   

   Feature should be a part of the minor update. Not a version jump from v1.0 to v2.0. Instead of dropping hints of the feature coming soon, in case of a version jump, it's better to do a Press release.

   
   


5. 
   

   Feature should be well anticipated or gimmicky - that doesn't affect the usage of the app. For example, Facebook's Profile Video feature was hinted while changing the profile picture.