J O’Brien is PAX’s VP of strategy. Let us begin with the basics. O’Brien has been in PAX for two-and-a-half years. He joined when the firm launched its Era company, a pen-and-pod design device that you smoke cannabis oil with, essentially a vape cartridge and battery with a unique design. But what the organization is best known for is the above PAX 3, a mobile, loose-leaf vape.
“The device took off because it didn’t look like the things on the shelves next to it,” O’Brien says. Another reason it became so hot it was developed to be “simple, easy, and discrete.”
PAX not only made its vape aesthetically pleasing, but also guaranteed it delivered a high quality smoking experience. This entailed a few important things. Specifically, a long battery life and giving users the choice to customize smoking temperatures together with the app. As O’Brien put it, they focused on “bringing pro vape features to the mainstream consumer.”
You can see this focus on a mass market just by looking at the box:
As you can see, it is very, very Apple.
When asked about this influence, O’Brien said it had been an honor to be in relation to the tech giant. He went on to state that the initiation of the PAX 1 seven decades back was driven by “the Silicon Valley design ethos of the time.” And, by using the top designers in the Bay Area, PAX is “continuing that tradition now.”
In response to other ways PAX reached its present place on the current market, O’Brien pointed towards the company’s 10-year warranty on devices — some thing which separated them from cheaper, less quality-focused manufacturers.
Another interesting element in PAX’s rise has been the general growth in the vaporizer marketplace. Though O’Brien was quick to point the firm does not make any health claims, he said that the public viewed vapes as being “a little healthier” and “a little cleaner.”
This is something I feel is particularly true in Europe, as a lot of weed on the continent is smoked with tobacco. In comparison to this, vaporizers are as healthy as a walk in the park.
“We always make sure we’re investing in research and development, not [resting on our laurels],” O’Brien told me concerning the future of PAX. Since joining the firm, he’s moved away from the Era side of the business. Now? He’s focused on “the growth side of things”
No, not the kind you’re thinking of, a company kind. And that means one major thing: CBD.
CBD — the abbreviation of cannabidiol — is one of the principal cannabinoids that appear in the weed plant. THC is the substance that gets you high. CBD does not.
The notion is that individuals can gain from the healthcare aspects of bud (such as comfort, pain relief, and nausea control ), without having a negative effect on cognitive abilities. When asked about this, O’Brien was cagey, saying that “CBD is an interesting trend.”
When pressed, he refused to say much more, but it appears PAX has an eye on this market. Plus it makes a lot of sense. Pot’s psychoactive impact is not likely to be everybody’s cup of tea.
But CBD? Well, at the minimum, O’Brien stated it appeals to “a substantially different market.” As opposed to attracting people hunting for inebriation, it is drawing in a health and health crowd — a market worth $170 billion in the US alone in 2018. To put it bluntly, there’s cash to be made.
Regrettably, O’Brien did not give any specifics about the company’s plans for the CBD market.
So, here’s some speculation: PAX is planning to use its expertise from the cannabis market to capitalize on the rise of CBD. Most likely, this may involve releasing a CBD-focused apparatus. The PAX 4 will probably make an appearance shortly, but most customers are most likely quite pleased with their own PAX 3, so this has less immediacy. The CBD marketplace though is fresh and exploding, meaning there is a whole load of potential there. And money — if you proceed quickly.
If PAX wants to be the Apple of vapes, then it has to appeal to as many individuals as possible and have a diversified revenue stream.