According to a report by The Nikkei on March 13, Philip Morris Japan will be releasing a new line of IQOS ILUMA i series devices starting on March 13. The devices are equipped with a touchscreen and a controllable pause function. The IQOS ILUMA i series includes three models: ILUMA i Prime, ILUMA i, and ILUMA i One without a touchscreen, priced at 9,980 yen ($67), 6,980 yen ($47), and 3,980 yen ($27) respectively.
According to the introduction, the touch screens of ILUMA i Prime and ILUMA i can display equipment information such as heating status and can also be used to pause operations. The touch screens display three types of information: heating status (heating in progress, heating complete), remaining usage time, and remaining number of uses, which can be confirmed through the lighting pattern of the LED indicator lights.
ILUMA i Prime and other new features of ILUMA i include the "Flex Battery" function, which allows users to change the battery settings of the holder using the IQOS app.
The system can control the number of breaths a person takes based on their usage pattern. In addition to the default setting of 14 breaths, up to 4 additional breaths can be taken within the first 6 minutes of use. This feature cannot be manually activated by the user and will not be activated while in pause mode.
The IQOS ILUMA series continues to offer the Smart Chip Sensing System (no cleaning required after use) and automatic start function (heating automatically starts upon inserting the tobacco stick). The automatic start function is the first product to be equipped with this feature.
ILUMA i Prime is available in four colors: breezy blue, pomegranate red, and midnight black. ILUMA i and ILUMA i One come in breezy blue, digital purple, vibrant terracotta, and midnight black. The compatible pods are TEREA and SENTIA brands. There are a total of 41 accessories to choose from, including some that are compatible with the existing IQOS ILUMA.
The product will be available for sale on March 13 at IQOS online store, IQOS Store, IQOS Shop, and IQOS Corner, before being released on March 14 at duty-free shops in Narita International Airport, Haneda Airport, Kansai International Airport, Chubu Centrair International Airport, and Fukuoka Airport. It will then launch in convenience stores and tobacco shops on April 16.
Jacek Olczak, CEO of Philip Morris International, addressed the audience at a press conference. He reaffirmed the company's previous intention to phase out traditional cigarettes and explained that the company hopes to increase the number of people transitioning from traditional cigarettes to heated tobacco products by introducing new products.
IQOS has been in Japan for 10 years, with the number of IQOS users in Japan reaching 8.5 million, accounting for approximately 30% of the global total of 28.5 million users. Therefore, Philip Morris International places a strong emphasis on the Japanese market, with new products being launched in Japan before other regions worldwide.
PMI introduces that the "i" in the product name represents innovation, intelligence, and imagination.
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