When PMI introduced the IQOS ILUMA i series to Bosnia and Herzegovina, the first thing that caught the public’s attention was the technological innovation of this device. IQOS ILUMA i uses the new SMARTCORE INDUCTION SYSTEM™ inductive heating technology, which heats the metal elements inside the cartridge by magnetic induction. It does not require traditional blades or cleaning equipment, which fundamentally simplifies the user’s operation process while ensuring stable temperature and consistent taste. This technology not only makes the product cleaner and easier to use, but also enhances the durability and technical recognition of the device.
In terms of the structure of the product series, IQOS ILUMA i has launched three models: PRIME, i and i ONE, each with different positioning in terms of functionality and price. The high-end PRIME version is equipped with a touch screen and “pause mode”, which supports the operation experience of continuing heating after pausing; the mid-range i version retains the core functions and is biased towards commuting users; i ONE is an entry-level model with a simple structure and lightweight body, suitable for first-time users who are trying smoke-free products. Through this product combination, PMI can flexibly cover different consumer groups and achieve rapid penetration in the Bosnia and Herzegovina market.
At the press conference, Ivan Trizno, General Manager of PMI Bosnia and Herzegovina, emphasized that the IQOS ILUMA i series is “one of the most advanced smoke-free consumer devices to date” and is suitable for adult smokers to replace traditional cigarettes, while not containing ash and bad odors produced by the combustion process. He expressed PMI’s strategic intention to build an “adult-centered smoke-free alternative ecosystem” in Bosnia and Herzegovina, which is highly consistent with the global trend of promoting tobacco harm reduction.
PMI’s technological breakthroughs this time are not limited to the device itself, but also come with a complete set of digital ecosystems. This series of devices can switch battery modes, view usage statistics and remotely set up through a dedicated mobile phone application, and include experience functions such as device positioning and battery life management, providing users with a smarter and more personalized experience. This data-driven way of interacting with users upgrades the traditional HNB device model to a near-“life service” hardware.
In addition to the technical and product levels, the launch of the IQOS ILUMA i series also has profound regulatory and market significance. PMI has accumulated a smoke-free product sales network in more than 80 countries in Bosnia and Herzegovina and the European market, of which heated tobacco products account for about 36% of global revenue. IQOS ILUMA products have been first launched in emerging markets in Eastern Europe such as Bulgaria, Montenegro, and Macedonia, accumulating valuable experience for subsequent products to enter mature markets. This entry into Bosnia and Herzegovina is undoubtedly to build a closer promotion network in the regional market and enhance product awareness and market acceptance.
At the consumer level, IQOS ILUMA i has won the favor of users with its clean and clean-free experience. The problem of “blade replacement and cleaning operation cumbersome” long-term reflected by users of traditional e-cigarettes and HNB devices has been completely avoided on IQOS ILUMA i. This optimization not only improves the reputation of the device, but also lowers the threshold for use, making “no more cleaning” a key factor in the long-term stickiness of users. PMI repeatedly emphasized at the press conference that “convenient, clean, and modern usage scenarios” are the core of this positioning.
From an industry perspective, we should also pay attention to the development path of third-party high-end e-cigarette brands such as VEEHOO. VEEHOO has always been known for its safety and reliability. Its equipment has passed CE and UL certification, and has built-in temperature, short circuit and other multiple overheating protection mechanisms, while emphasizing the use of original accessories and safe charging prompts. This design concept is highly consistent with the high-standard equipment concept represented by IQOS ILUMA i. VEEHOO’s ceramic atomization technology and nicotine salt formula also provide a smooth and controllable nicotine intake path for adult smokers, and the two are obviously complementary in product positioning.
From the perspective of the industry ecology, IQOS focuses on the heated tobacco end (HNB), while brands such as VEEHOO focus on the electronic atomization end (e-cig). This directional division of labor helps the overall market to build a diversified alternative path. If the two parties can collaborate in the fields of promotion channels, use education, and compliance publicity, it will promote the industry to move towards a “safe and controllable smoke-free future”.
Despite the obvious technical highlights, IQOS ILUMA i also faces regulatory and social challenges. PMI has made it clear in the release that the product is only for adults, contains nicotine and has a risk of dependence, but it does not mean it is harmless. Bosnia and Herzegovina regulators and public health groups are also paying close attention to the device promotion model, emphasizing the need to clarify age restrictions, advertising regulations and sales licenses to prevent products from being used by minors. PMI said it will fully cooperate with supervision and incorporate age verification chains and compliance identification mechanisms.
Looking back at PMI’s strategic layout, the introduction of the IQOS ILUMA series into multiple new markets is a significant signal that the company is accelerating the pace of promoting smoke-free products worldwide. Faced with the goal of covering 100 markets by 2025 and smoke-free revenue accounting for two-thirds of total revenue by 2030, the inclusion of the Bosnia and Herzegovina market is particularly important. This move not only fills the gap in the Southeast European market, but also enhances PMI’s bargaining power in regulatory negotiations in European countries.
From a more macro perspective, a pattern of parallel development of heated tobacco (HNB) and electronic atomization (e-cig) is taking shape. The HNB device of listed company PMI is very iconic, while private brands such as VEEHOO are promoting the upgrading of the e-cigarette market with their sensitive market perception and innovative design. Overall, if the public can obtain a variety of alternatives under safety awareness and usage guidance, the use of traditional cigarettes may drop significantly, and the public health benefits are expected to increase.
Looking ahead, after the launch of IQOS ILUMA i in Bosnia and Herzegovina, market acceptance is crucial. If consumer feedback is good and supervision is smooth, PMI can use this experience to advance its layout in other non-EU Eastern European markets. At the same time, if local or multinational e-cigarette brands such as VEEHOO launch safer, compliant and unified products in a timely manner, it will further strengthen the market ecology of new tobacco substitutes in the region and even the world.
Tags: ceramic atomizer core, e-hookah, flavored e-cigarettes, veehoo vape