Philip Morris is building future on smoke-free products
PMI INVESTED OVER $4.5BN IN R&D, COMMERCIALISATION OF NICOTINECONTAINING VAPOR PRODUCTS; SEEKING TO SWAY 1.1 BILLION SMOKERS GLOBALLY ALONE VERY CHALLENGING, SAYS GKATZELIS
to produce a nicotine-containing aerosol without the use of tobacco.
How does your new the IQOS platform work?
Whereas the idea of heating tobacco, instead of burning it, has been around for over two decades, it is only now that we have finally managed to find ways to heat tobacco which results in products that satisfy adult smokers. The IQOS uses sophisticated electronics to heat specially prepared and blended tobacco. Furthermore, the IQOS heats the tobacco just enough to release a flavourful nicotine-containing vapor but without burning it.
Although the tobacco in a cigarette burns at temperatures in excess of 600°C, the IQOS heats it to much lower temperatures, below 350°C, generating a nicotine-containing vapor without combustion, fire, ash, or smoke.The lower temperature heating releases the true taste of heated tobacco. Because the tobacco is heated and not burned, the levels of harmful chemicals are significantly reduced, compared to cigarette smoke.
The IQOS experience has evolved over time based on consumer feedback.With our fourth and latest product iteration, the IQOS 3, which has just been launched in select countries around the world,we are not just delivering upgrades to the product’s design and functionality,but also to the way we engage with adult consumers. There are few products which revolutionise their sector and change holistically the consumer experience.We believe the IQOS is one of those products.
Do you have a certain criteria which countries must meet to qualify for the IQOS to be launched in?
PMI has made a public commitment to pave the way for a smoke-free future as soon as possible.The shift will take time, given that convincing 1.1 billion adult smokers is a very challenging task on its own.
The science shows that these smoke-free products are a better choice for smokers and those around them. When we can reach a critical mass of men and women who have switched, we can deliver a broader reduction in population harm. Innovation, therefore, has the power to change lives for individuals, and, collectively, the future of public health.
However, innovative products do nothing if people do not know about them. Getting the word out is difficult without support from regulators, public health experts, NGOs, and all those who care about smokers.This support is a key criterion to prioritise investments in countries, so that the related investment pays off not only financially,but also in terms of positive impact on society.
What is keeping you from launching the IQOS in Egypt? What do you need from the Egyptian government in order to introduce the IQOS into the Egyptian market?
From our end, we are committed to offer a portfolio of better alternatives to adult smokers while being transparent in our research and findings. But we can’t do it alone. Governments have a unique opportunity to help facilitate informed choices.
We are working together with the government and our partners to turn this into a reality.
Actually, when I go out, I see numerous adult users of the IQOS who have already stopped smoking cigarettes. Although the product has not been launched in Egypt yet,incoming travellers still manage to bring it into the country.
Are there other tobacco companies that produce alternatives? Why doesn’t the entire industry move together towards achieving one common goal?
We believe that the entire industry will ultimately move in the same direction. PMI has taken a global leading role with regards to the harm-reduction approach, and we will be glad if the industry’s key players follow suit, in order to ensure a sustainable smoke-free vision.
Did you choose Egypt to be PMI’s cluster hub because it is considered to be the biggest regional cigarette consuming country?
We trust the Egyptian economy and its potential to grow and prosper.The capabilities and talents of the Egyptian organisation serve as strong testimonies. We are proud that our people from Egypt have undertaken management roles of increased responsibilities in 12 different countries.The newly established Management Hub for Egypt and Levant in Cairo adds regional accountabilities in key areas like finance, marketing, IT, and human resources.
I am also happy to say that we have been certified for the third year in a row as a ‘Top Employer in Egypt’, in line with our global certification.