I wish I could find the source for this but I really did read it. the current e-cig market is ~$3.4 Billion dollars. Of that, 2/3 is on cigalikes, or roughly $2 Billion dollars, which it s the market segment already occupied by BT. "We" are only one third of the total sales in vaping.
With that figure, it's easy to understand how it all works out to be a win/win for BT, but why they would want to change the predicate date. Remember, their products were not on the market in 2007, which means they will have to go through the approval process and "potentially" not be approved. In many ways, they're in the same position of us vapers. No one knows for sure if the FDA will ever even approve any product.
Yes, BT has lots of money to sepnd on all the paperwork. But what would be better for them? A guarantee of being on the market with Blu, Vuse, Market, as they currently are if the predicate date were changed, as they already "own" most of the c-cig business (by revenue)? Or would they rather take their chances on getting their PMTAs' approved by leaving the regs in their current form and hope they can spend enough on testing to meet the as of now unstated expectations the FDA will require for "approval"?
That's why it's a win/win. If the predicate date is changed to 2016, all the products BT has are set to stay on the market as is, and currently bringing in $2 Billion dollars. If the predicate is unchanged from 2007, BT at least knows they're the only ones likely big enough to ever get a PMTA approved.
If you think of future sales, most are going to go to cigalikes, as that's the typical path for a smoker. Whether open vaping systems remains around to compete really doesn't matter in BT's math.
With that figure, it's easy to understand how it all works out to be a win/win for BT, but why they would want to change the predicate date. Remember, their products were not on the market in 2007, which means they will have to go through the approval process and "potentially" not be approved. In many ways, they're in the same position of us vapers. No one knows for sure if the FDA will ever even approve any product.
Yes, BT has lots of money to sepnd on all the paperwork. But what would be better for them? A guarantee of being on the market with Blu, Vuse, Market, as they currently are if the predicate date were changed, as they already "own" most of the c-cig business (by revenue)? Or would they rather take their chances on getting their PMTAs' approved by leaving the regs in their current form and hope they can spend enough on testing to meet the as of now unstated expectations the FDA will require for "approval"?
That's why it's a win/win. If the predicate date is changed to 2016, all the products BT has are set to stay on the market as is, and currently bringing in $2 Billion dollars. If the predicate is unchanged from 2007, BT at least knows they're the only ones likely big enough to ever get a PMTA approved.
If you think of future sales, most are going to go to cigalikes, as that's the typical path for a smoker. Whether open vaping systems remains around to compete really doesn't matter in BT's math.