At present, most of the heating modes of e-cigarette vaporizers are based on the oven conduction system. An American e-cigarette vaporizer manufacturer tried to adopt the convection conduction model. Its products use a hot air circulation system to gradually and evenly heat the material, so that tobacco can be used. Consumers can get an experience similar to traditional cigarettes when they smoke non-burning products. This concept was created by former Apple team leader Mark Williams and an electrical engineer Sasha Robinson. “Tobacco International” had the honor to interview the two and the company’s new international marketing director, Baran Delavire.
Tobacco International: Mr. Williams, you used to be the team leader of Apple. We have a better understanding of the company you worked for and its product design. Currently, your company does not seem to have any similarities to Apple. How do you recognize these two unique product lines?
Williams: When we were at Apple, our team was responsible for the experience of most users on the Apple system. After 5 years of research, we finally launched three major operating systems. We are proud of the fact that tens of thousands of children every day quickly learn to use our Apple server application. To provide customers with things of real value, and to reflect the creativity of the company, I am very satisfied with this kind of work. At the same time, that experience also inspired and inspired me to persist in finding the best solution with the most advanced technology. Paying attention to technological innovation is also applicable to the field of atomizer development for e-cigarettes, both of which are actively creating tangible value for customers.
Tobacco International: Mr. Robinson, as a professional engineer in software and electrical, can you explain to us why the convection conduction system you use is better than the previous heat conduction method? Is maintaining consistent taste a characteristic of the convection conduction mode? Is this new mode of conduction related to cleaning work?
Robinson: We know that heat conduction is an easier way, but it is very slow, and the flavor released is very weak. This is where improvement is needed. Some tests we conducted have shown that the quality of steam released by convection is much better than that of heat conduction.
The better effect is due to a volatile compound. The vaporization temperature of this compound is much lower than that of nicotine and other active ingredients, and it can be decomposed at a higher temperature to maintain the original taste of the raw material as much as possible. This is not like the oven-based heat conduction mode, which requires all the ingredients to be preheated to produce a taste. Convection conduction is a good way. We have gone through a difficult process of exploration, but for the customer’s better experience, everything is worth it.
Cleaning is a generally neglected problem in the current atomizer market, and our new product is easy to clean. In the initial design, we considered it as an important topic to think about, instead of leaving this problem to be solved at the end.
Tobacco International: There are many atomizer manufacturers on the market now, but your company and Parkes Laboratories have always had an advantage in the market. In terms of innovation and staying ahead, what drives the team to move forward?
Robinson: Other atomizers have some good products and many forms of innovation. However, I think our company has explored and applied a new type of steam technology. Other products all have different shapes, but basically adopt the oven conduction mode, which is the original design mode of heat conduction of the atomizer. In such a brand-new industry, providing new technology is the most basic task. We need to go beyond tradition and simplicity. Based on the technology and resources we currently have, we are willing to try some new technology applications, which is also an interesting thing.
Tobacco International: Mr. De Laville, can you talk about your reason for joining the current company?
Dilaville: Frankly speaking, it was the technology of this company that got me hooked. This is a company that uses convection technology to give consumers a traditional cigarette experience. In other fields, people’s tastes and lifestyles are constantly changing, and I am more interested in this change. It is exciting to find products that can cater to consumers’ new habits and build brands to increase consumer loyalty. Before, I worked for a food technology company, mainly building brands in various market segments. Now, in this company, I have a good opportunity to really change some people’s consumption habits through our products.
International Tobacco: What stage of development do you think the atomizer market is currently in? How would you like to see changes in atomizer types?
Dilaville: Overall, the current development of the e-cigarette market is still in the early stage of an industry development, and the same is true for e-cigarette products. Think about the first mobile phone and the first laptop, how long it took to develop these products. We believe that more and more companies and funds will be invested in this field in the future. I personally hope and look forward to the emergence of more creative e-cigarette products, so that more personalized products can bring consumers a new experience.
Tobacco International: Today, the global e-cigarette market is booming. In terms of opening up the international market, what are your current plans?
Williams: We have a good start. Due to the severe global tobacco control situation, many consumers have changed their attitudes and started to try new tobacco products. We can foresee the development potential of new tobacco products such as e-cigarettes. Currently, we have opened up sales in the US market. We have just started, and hope to cooperate with more tobacco manufacturers to sell our brands to international markets such as Europe and Asia.