UPDATE : Friday, May 29, 2020
Phillip Morris launches next generation heat-not-burn cigarettes
  • By Lee Han-soo
  • Published 2018.10.23 14:49
  • Updated 2018.10.23 16:13
  • comments 0

Philip Morris Korea Inc. (PMKI) launched the next generation products of its heat-not-burn cigarettes of IQOS, IQOS 3 and IQOS 3 MULTI, in a news conference Tuesday.

IQOS 3 (left) and IQOS 3 MULTI

Korea will be one of the six countries, including Japan, Russia and Switzerland, in the world where the new product will go on sale

“IQOS 3 improves design and functionality, resulting in a more sophisticated device that is intuitive to use, and has 40 seconds faster holder charging compared to the previous product,” the company said. “Equipped with the IQOS ProtectPlu System, the new charger is smaller in size and ensures enhanced protection and reliability.”

IQOS 3 holder is easy to insert back into the charger with its magnetic lock and a newly designed side opening, it added.

Regarding IQOS 3 MULTI, the company stressed that it is a product that comes from consumer feedback.

“The device is light, weighing only 50 grams, and consumers can smoke up to 10 consecutive times, each lasting six minutes or 14 puffs, without having to recharge,” the company said. “It can be used consecutively for 60 minutes, which is about 70 percent longer than those of equivalent models.”

“Philip Morris has invested 15 years and over $4.5 billion in the research and development of innovative smoke-free products,” Managing Director Chong Il-woo said. “IQOS 3 and IQOS 3 MULTI are the results of our efforts to accelerate the switch to smoke-free alternatives and to create a better world for smokers.”

The company will also include an IQOS Easy Cleaner kit with every purchase. The kit is a tool that helps to clean the holder more conveniently, without damaging the blade, which is an essential part of the heat-not-burn cigarettes.

Nikolaus Ricketts, director of Reduced Risk Products for PMKI, unveils the new line of IQOS, during a news conference at the Four Seasons Hotel, downtown Seoul, Tuesday.

Nikolaus Ricketts, director of Reduced Risk Products for PMKI, said, “The IQOS 3 and IQOS 3 MULTI have been designed to integrate seamlessly into smokers’ lifestyle to help them break away from the existing cigarettes. Moreover, we are investing heavily in our aftersales network and increasing the number of nationwide consumer touchpoints from the current 290 to over 500 by the end of this year.”

The company also plans to launch “Care Premium Service” and “Subscription and Care Program,” which will offer exclusive benefits, such as the advance purchase of limited editions or new products, as well as faulty device exchange free of charge.

IQOS 3 and IQOS 3 MULTI will be available for pre-order on IQOS official website (www.iqos.com) from Nov. 7. Also, customers will be able to purchase both products at the IQOS stores and Electromart nationwide from Nov. 15.

The company also plans to start selling of the product at GS25 and CU convenience store outlets from December. The price of IQOS3 is 130,000 won ($114) and that of IQOS3 is 110,000 won.


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