Philip Morris Korea on Oct. 23 announced the launch of its upgraded version of heat-not-burn product iQOS 3 DUO.

“I am strongly confident that the new innovative features of iQOS 3 DUO will further solidify PMI’s vision for a smoke-free future in Korea by contributing to switching more adult smokers to better choices,” Philip Morris Korea Managing Director Chong Il-woo said during a press conference held in Seoul.

According to the company, the new product has been upgraded to provide two consecutive uses with a single charge. Smokers can also fully charge the device faster due to the enhanced battery efficiency.

Philip Morris has also prepared an upgrade program to make it possible for current iQOS 2.4+ users to purchase the new product at a discounted price.
From Oct. 23, consumers who already subscribe to the monthly payment program of Philip Morris can preorder iQOS 3 DUO.

Preorders for the general public will be available on iQOS.com starting Oct. 28. The offline purchase will be possible from Nov. 7 and the convenience store purchase will start on Nov. 28.

During the conference, Marian Salzman, senior vice president of global communications at Philip Morris International, also presented the company’s vision.

“PMI strives to be far more than a cigarette company. It aims to become an innovative company pioneering the industry based on solid scientific studies and research as well as driving a positive change in society,” Salzman said.

Currently, Phillip Morris’ iQOS is estimated to have the largest market share here, with 50 to 60 percent, while competitors KT&G and British American Tobacco have around 30 and 10 percent, respectively.

By Song Seung-hyun (ssh@heraldcorp.com)