Clive added : “ Making things look easy is extremely hard and takes time . The four years have been necessary , and we are now in the ‘ polishing ’ phase as we approach launch .
“ AYR aims to be the first complete solution for vaping , where we manage the fill , re-fill and charging of the vaporiser so it delivers a vaping session equivalent to one cigarette . This enables our users to accurately measure their consumption and delivers a repeatable and hassle-free experience .”
The ‘ one cigarette per session ’ function is one of many aspects borrowed from the traditional cigarette-smoking experience . The ejection of the vaporiser from the case resembles the removal a cigarette from a flip-top pack and the ‘ glowdown ’ feature mimics the burning-down of a cigarette . Aesthetically , too , AYR closely resembles a combustible cigarette . But it also finds inspiration in the zippo lighter , the smartphone and even the perfume bottle .
The parallels with perfume and smart phones , as well as images on AYR ’ s Instagram account , paint AYR as a desirable , high-end lifestyle product as much as a smoking-cessation tool . This will undoubtedly appeal to smokers from across the social spectrum and not just vapers already absorbed in the culture .
“ We are targeting all smokers but have deliberately come up with a premium solution . The economics of our product are such that , whilst the entry ticket is relatively high , the lifetime cost will be low due to our 10ml capsule design . We have endeavoured to develop a product that is both desirable and clear in its purpose . I hope that people will want to put their device on show and bring vaping from out of the shadows ,” said Clive .
While many of us focus on vaping primarily as a gateway to quitting for good , AYR acknowledges that there are pleasures to be had from smoking beyond just scratching the nicotine itch .
“ The customer doesn ’ t need to use their imagination to understand what AYR is . We know that people who smoke like the ritual but hate the damage it ’ s doing to them so to ignore the ritual when you are selling an alternative product to smoking would be a mistake .”
But AYR does not just replicate the cigarette . It improves on it .
The AYR app is an extension of the product that allows users to track their usage patterns , monitor consumption and proactively reorder supplies when the device is running low . But it ’ s important to note that the device itself is not reliant on the app . It functions fully as a standalone vape .
“ The overwhelming reaction when we pitched this product to everyone has been positive – be they smokers , non-smokers , vapers , investors and even people who have no interest in the category . Everyone can see the potential and many people have expressed an interest in gifting our device to friends and family who smoke .”
Surely this is the holy grail for e-cigarettes or indeed any other product : how better get it into the hands of the end-user than by passively recruiting those around them to pitch it for you ? The cigalike has long been touted as a real alternative to smoking but until now has failed to deliver on that promise . While previous devices failed to satisfactorily answer the question of why smokers should switch to vaping , AYR flips the question on its head : ‘ why not ?’
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