Tobacco giant Altria Group Inc. is expanding the test market for its iQOS device — an alternative to conventional cigarettes — to a third market.

E-cigarettes using liquid nicotine are not allowed in Japan, meaning heat-not-burn devices such as IQOS have less competition from vaping devices.

The new touch screen on the device’s holder allows users to see experience-relevant information quickly and easily. To personalize the experience, IQOS ILUMA i introduces a new Pause Mode.