The Pod Mod Revolution Back to Basics With a Bang

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Called pod mods, these light-weight, portable vaping devices are all the rage at the moment. Wholesalers want them, retailers desire them, end-users celebrate them. Tobacco Asia inquires what the circus is all about.

By Thomas Schmid

Published by Dublin-based research firm, Research and Markets, in October 2017, the “Global E-Cigarette and Vaporizer Market Analysis & Trends - Industry Forecast to 2025” report outlines that the industry is poised to grow at a CAGR of around 20.8% over the next decade to reach a value of approximately $61.4 billion by 2025.

The report is a testament to the stellar rise in much less than two decades of an industry that back in the early 2000s was considered “niche”. What’s more, the value estimate does not even include all those supporting industries that today hinge on the vaping market at large: e-liquid manufacturers, nic salt labs, accessory producers, and whatnot.

Tank systems can be challenging

Early e-cigarettes were rather rudimentary affairs, consisting of little more than an outer shell housing a weak battery that had to be recharged very frequently, and an e-liquid-filled cartridge. It was neither possible to adjust the vapor intensity nor tweak wattage and voltage settings, let alone fiddle with a whole menagerie of tanks and heating coils. Flavor choices were limited and – let’s be frank about it – the taste was dreadful. Those times are gone. Modern vaporizers have matured into quite sophisticated devices that are excellent substitutes for conventional cigarettes.

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Yet many tank-based systems are comparatively complicated gadgets, often necessitating a learning curve to be operated optimally. For hardcore vaping enthusiasts the preparation and maintenance of a high-end device may constitute some sort of a treasured ritual. But for the casual vaper, it can be a nuisance. There have been (and still are) countless incidences where cigarette smokers who had switched to vaping eventually reverted back to conventional cigarettes because they found handling a complicated device too tedious just to get a nicotine fix.

Pod mods for a modern lifestyle

Enter pod mods (short for “pod modules”), the latest trend taking the industry and consumers alike by storm since it first emerged towards the end of 2017. Pod mods promise the most convenient yet thoroughly satisfying vaping experience yet, and without the hassle of having to read through pages over pages of operating instructions.

Ready in an instant, these “plug-and-play” gadgets in a sense even represent a retrogression to early e-cigarettes thanks to their ease of use. They are pre-calibrated in a way that automatically ensures a full, deeply satisfying vapor. Coming in an enormous range of fashionable designs, their small sizes also make them a breeze to carry around, being conducive to a modern, mobile lifestyle.

Chinese companies spearhead pod mod revolution

Just as with the advent of e-smoking, the pod mod revolution that is currently in full swing is spearheaded by Chinese companies. They are extraordinarily innovative and technologically adept at driving the industry to ever new heights. Among this fine crop of outfits is Shenzhen Smoore Technology Company’s Vaporesso division. Like many of its peers, the company is headquartered in China’s vaping industry hub of Shenzhen and, having already been established in 2005, is regarded as one of the earliest pioneers. A state-of-the-art factory produces a range of sophisticated tank-system vaporizer models. But of course the company also immediately developed its own pod mods as soon as it realized that a sizeable consumer demographic desired a simpler, more convenient way to vape. “Pod mods are super easy, on-the-go vaping devices,” Vaporesso’s director of marketing, Niki Zhang, characterizes the gadgets. “They have made vaping much more accessible to consumers, as they don’t require any expertise in electronics or mechanics. Pod mods are therefore currently the fastest-growing product segment within the vaping industry.”

Closed or open system?

Pod mods come in two distinct categories: closed and open systems. The former denotes devices that must be discarded once their non-rechargeable batteries are exhausted. The latter systems can be recharged multiple times and for which replacement pods are readily available. Both systems come with their own advantages and disadvantages [see table]. Vaporesso presently only offers open-system pod devices. “They provide more diversity in flavors and overall lower total cost of ownership to users,” said Zhang.

Smoore-Vaporesso’s bestsellers

Vaporesso rolled out the zero device under its Renova brand in 2018. It is equipped with a patented, long-lasting c-cell battery and designed to deliver smooth flavor and consistent vapor. “It remains one of our best sellers,” says Zhang. But she also readily admits that “we had to deal with e-juice leakage in Zero’s first production batch”.

It is an issue that commonly afflicts open systems when the connection method between pod and the battery-containing device shell doesn’t seal properly. “We rectified that problem within two months, even improving the re-filling valve on the pod,” Zhang assures. “Zero’s patented press-to-fill mechanism allows re-filling without actually removing the pod, which helps prevent leakage when the pod is detached and re-attached too often,” she explains. Launched only earlier this year was Vaporesso’s other current bestseller, Aurora Play. The uninitiated observer may mistake the sleek device for an old-fashioned lighter. It has the same dimensions and even the zippo-like “snap-and-shut” cap that conceals and protects the mouthpiece. Users have a wide choice of surface textures, from metallic-sparkling and even engraved designs to more subdued uni-colors.

New heating coil to debut in August

Only last year, the company’s own Institute for Fundamental Technology developed a second-generation ceramic coil. Released under Smoore’s proprietary tech brand, it has since been extensively used in closed-system pod mods. To supplement this, a third-generation product is presently in development, particularly for refillable (open) pod systems. Zhang says it is expected to launch in August of 2019 and “is going to be our most advanced ceramic heating coil so far.” Set to become a fixture in Vaporesso-branded open-system pod mods, Zhang enthuses that the new coil will “ensure uniform aperture and improved nicotine transmission efficiency, bringing out a better, more consistent, purer flavor.”

Sowing the vape

Likewise based in China’s vaping capital is Vapesower Technology Co. Ltd., which was only founded in 2017. The firm finds itself in a quite enviable position, for its sister company, MOS Bio-Tech Co. Ltd., directly supplies it with e-liquids and nic salts. The vast majority of other pod mod brands outsource that to third-party OEM/OED manufacturers.

“We just wanted full control over our flavors and their quality consistency,” explains general manager and chairman of the board, Evan Zhu, adding that “MOS” actually stands for “More Of Standard.” Although this may constitute somewhat garbled English, it nevertheless goes down to demonstrate Vapesower’s commitment to supplement its high-quality pod mod devices with equally first-class liquids. It goes without saying that this approach also is more economical, with the MOS Bio-Tech facility presently shelling out a portfolio of 27 different flavor profiles.

Similar… but different

The liquids are used in Vapesower’s two pod device models under the Cundi brand, the Cundi-Hecoo and the only recently released Cundi-Atmo (which also comes in a “Pro”) version). Both are very light-weight, no-frills, pen-style pod mods but differ in their exterior designs. While the basic Cundi-Hecoo and Cundi-Atmo are closed system devices, the Cundi-Atmo “Pro” is fitted with a refillable pod, its clear window allowing the user to check the filling level. Cundi-Hecoo’s operation is fully automatic, but the “posher” Cundi-Atmo is equipped with an “airflow sensor switch,” according to Zhu. “The device only turns on once a user takes a draw. This makes for very convenient use and also helps protect the battery, letting it last much longer,” he says.

OEM/ODM makes the day

Apart from marketing its proprietary devices, Vapesower also is heavily engaged in OEM and ODM manufacturing on behalf of other companies around the globe. The MOS Bio-Tech subsidiary does likewise for e-liquids.

“As a matter of fact I can disclose that 70% of the annual turnovers of both companies are derived from OEM or ODM manufacturing,” said Zhu. “The rest is generated by our branded devices and liquids. He adds that new flavors are in development. “We are currently working on flavors that so far do not exist in the market, like coconut, for example.” Zhu also divulges that Vapesower is developing a new pod device as well. “But I cannot give you any details at the moment, as it’s still under wraps.”

Ah, secrets…