For two tobacco giants (Philip Morris International and Japan Tobacco), Japan has become a real key testing ground for the implementation and testing of new tobacco-based “e-cigarettes” (Iqos, Ploom, etc.)
Philip Morris, the world's largest tobacco company, has reportedly postponed the national deployment of its IQOS to April 18, 2016 following high demand and a supply difficulty. "We believe the successful commercialization of IQOS in Japan will accelerate its global expansion“Said Paul Riley Reuters the president of Philip Morris Japan.
The CEO of Japan Tobacco, Mitsuomi Koizumi exposed the gains of the month of February: "We have very high expectations for the growth of our products in the vaporization category for the next five years The IQOS is a tobacco stick that is heated in order to be vaporized but to be burned. The company has made the bet to continue to use tobacco, for them the product will be more satisfactory for smokers than electronic cigarettes as we know them.
Philip Morris has plans to introduce its products in major cities in Switzerland, Italy and other countries, but Japan is the first country where a national release is already planned.
The company originally planned to sell the product across Japan from March 1, but had to postpone the launch until the end of the month due to a potential supply shortage. Indeed, it would appear that sales are stronger 
than expected in the 12 prefectures the product was put on test.
Japan Tobaccowho manages approximately 60% Japan's cigarette market is the third largest tobacco manufacturer in the world. In Japan, he launched the famous " ploom". " There is certainly a need for smoke-free but as satisfying products as cigarettes" , said Masanao Takahashi, Director, Japan Tobacco's Emerging Products Division.
As with IQOS, the initial launch of the Ploom in the Japanese city of Fukuoka was so popular that deliveries were suspended after just one week due to a supply shortage. Japan Tobacco is currently working on a nationwide launch and is also eyeing a global expansion later this year.
Source : news.trust.org
