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Philip Morris Is Planning for a "Smoke-Free Future"

Electronic Cigarette E Cig Vaping Smoking Male Vapor Tobacco Getty

Don't expect Philip Morris International (NYSE: PM) to quit smoking cold turkey, but the global tobacco giant says it's moving forward toward the day when it becomes cigarette-free.

For a company that's generated over $26 billion in trailing revenues from cigarette sales around the world, kicking the habit sounds like a pretty tall order, particularly when global governments are throwing roadblocks in its path to do so, but it is launching new products that may help make smoking cessation possible.

Electronic Cigarette E Cig Vaping Smoking Male Vapor Tobacco Getty

Image source: Getty Images.

The ash bin of history

It's no secret that cigarette sales are in decline. Philip Morris said third-quarter cigarette shipment volumes fell 5.4% to 207.1 billion units, while they're down 3.9% year to date. Volumes were down sharply in its Asia market, falling 9% in the quarter, as well as in the Eastern Europe, Middle East, and Africa segment, where they were off 8%.

Although British American Tobacco (NYSEMKT: BTI) had slightly better results -- quarterly volumes were flat while year-to-date volumes were up 0.9% -- the industry remains in contraction even as legal risks remain an ever-present threat to the financial health of the cigarette companies.

Decade-old agreements with the European Union to fight cigarette smuggling have expired or are poised to, and the smoking regulators on the continent may soon pursue litigation against the tobacco companies. Although Philip Morris, British American, Imperial Tobacco , and Japan Tobacco have paid out almost $2 billion since the agreements were signed and smuggling has been dramatically reduced, anti-smoking activists contend it was a low-cost way to insulate themselves from lawsuits. As the deals expire over the new few years, litigation costs could rise dramatically.

Kicking the habit

So having a goal to get out of the cigarette business isn't such a bad idea, as far-fetched as it sounds. But to do so, Philip Morris is investing heavily in smoking alternatives such as electronic cigarettes, specifically its iQOS device that's being sold as HeatSticks under the Marlboro brand name.

Electronic Cigarette E Cig Woman Smoking Vaping Vapor Smoke Getty

Image source: Getty Images.

A brave new world

Philip Morris, of course, is big enough that it can afford complying with the new rules, but even it recognizes the changeover to a smoke-free future won't be easy, or quick. Bloomberg News quotes CEO Andre Calantzopolous as saying the tobacco company can't stop selling cigarettes immediately, as "decades of history are not going to be changed in one afternoon."

And though critics might be wary of any pronouncement a tobacco company makes, any increase in the number of people quitting smoking has to be a benefit. Many people will just find it odd that it's Philip Morris International that may be leading the way forward.

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