Technology lifecycle model for the new product – vertical-axis wind turbine (VAWT) The life of a product is typically considered to start when it is made available to the target customer. A product’s life comes to an end when the manufacturer ceases manufacturing it, or does not support the product anymore. The product life cycle for VAWT describes the phases of the product from when it is launched to when it is discontinued, that is, the time period over which the product is developed, brought to the marketplace and finally removed from the marketplace.