There are two important factors in the phases of product development. One is research and development, and the other is concept. The design moment is very important. It is a synthesis between the two areas (research & development and concept). Then we can see that concept is mainly the vision and interpretation of the trends. Research and development is essential to achieving innovation. Design is an important moment where a product begins to reveal itself. The product is the media to which the company presents its value to the consumer at the end.