Airfree®: the World’s Safest and Most Tested Air Purifier System

The air we breathe is more importantthan the water we drink

General Presentation

Take a breath...

The average person can hold their breath for no more than approx. 45 seconds

Yet we rarely think about the quality of the air we breathe every day...

The average adult breathes in approx. 10,800 litres of air everyday – air is therefore >99.9% of the body’s total daily intake in terms of food, water and air

Indoor Air Quality

Indoor air quality can be up to 100 times worse than outdoor air because of the lack of airflow (Source: US EPA)

Americans spend more than 90% of their time indoors

Coughs, colds, sneezing, watery eyes and nasal congestion are commonly caused by airborne allergens – sufferers are usually entirely unaware that these are allergies

The majority of breathing-related problems are preventable by destroying non-visible contaminants and micro-organisms in indoor air

Beyond every day hazards, airborne viruses can be deadly. Outbreaks of Swine Flu, Avian Flu and SARS are a global risk and the likelihood of infection can be drastically reduced by sterilizing the air

Indoor Air Quality (IAQ) – The Problem

IAQ – the Pollutants

Major airborne pollutants affecting Adults, Infants & Children

in the region:

Pollen

Dust Mite allergens

Mould spores

Particulate Matter (PM)

Ozone

Second hand smoke

Cockroach and other pest allergens

Pet dander

IAQ – other factors

Children are more likely to develop allergies if one or both parents have allergies and/or asthmaPeople of Arab origin have a greater predisposition to breathing allergies and asthmaGirls have a greater tendency to breathing allergies and asthmaHigher education levels are associated with increased tendency

Other factors: Climate HVAC system High rise buildings Age of building Socio-economic group Urbanisation and ‘greenification’

Current Health Facts

Indoor and outdoor air pollution accounts for 1 in 10 deaths (WHO)

Asthma & breathing allergies affect more than 30% of the global population, and is increasing (according to the World Health Organisation)

Residents of the Gulf suffer a disproportionately higher rate of breathing allergies and asthma with a financial cost of $4.5Bn

Allergies to affect 1 in 4 people in the MENA region by 2050

70% increase in allergy sufferers forecast (MEAAIC Dubai, 2009)

According to research by the UAE University (1994), School Children between 6 and 14 years old have a high prevalence of diagnosed asthma (13.9%), allergic rhinitis (22.9%), breathlessness or tightness in the chest (9.7%) and nocturnal coughing (8.9%), which increases with age

Latest UAE research (2009) says 40% of children and one third of adults in the UAE suffer from Allergic Rhinitis – the cause is increase in greenery

Prevalence of Asthma

Asthma as % of Population

Source: GINA Report 2004

Infants & Children

Children are “more susceptible” to the harmful effects of airborne pollution

because:

infants & children breathe more rapidly which increases exposure

tend to breathe through mouth, bypassing filtering effect in the nose

immune systems and organs are still not mature

tend to breathe air at a lower level as toddlers crawl and children are smaller which is more highly polluted as contaminants stagnate at lower levels in the room

narrower airways means inflammation or irritation caused by airborne pollutants is much more dangerous

takes less exposure to trigger asthma or a breathing allergy due to sensitivity of a child’s developing respiratory system

airborne contaminants could affect development of respiratory, nervous, immune and endocrine systems which has repercussions in adulthood

- American Lung Association/ California EPA

Key environmental cause...

Recognition of the IAQ Problem

Dubai Municipality is on an Indoor Air Quality (IAQ) Drive

Fronted by Head of Clinic & Community Health, Zohoor Hussain Al Sabbagh

Dubai Health Authority has launched The Dubai Respiratory Centre of Excellence, & The Asthma Management Partnership Initiative with GSK

Aim to establish Dubai and the UAE as a global centre of excellence for respiratory care – Dr. Ahmad Al Kalban, CEO Primary Healthcare, DHA

Dubai Government

The Media

HAAD 2009 policy on standards for Occupational & IAQ

EAD Strategy for Abu Dhabi, 2008 – 2012

National Strategy & Action Plan for Environmental Health, 2010 - for implementation by 2015

DM Public Health & Safety – Green Building regulations:“between 1/4 to 1/3 of the 79 points relate to Indoor Air Quality”

DM new Building Inspection system launched Jan. 2011

DM HACCP and Food Safety standards

Standards

Dr. Bassam Mahboub

Consultant in Pulmonary Medicine Asst. Professor, Sharjah University Head of Respiratory Medicine – Dubai Health Authority Director, Dubai Respiratory Centre for Excellence Head of Allergy and Respiratory Dept., Dubai Hospital Head of Respiratory Dept., Rashid Hospital Vice Chair, Emirates Allergy & Respiratory Society Director, Asthma Management Partnership Initiative Consultant at Dr Sulaiman Al Habib – Dubai Medical Centre the only Allergy and Asthma specialist at DHCC Co-Chair, Organising Committee Gulf Thoracic, MEAAAIC,

etc.

M.B.B.S., FRCP (C) American Board of Internal Medicine, Pulmonology & Immunology Fellow of the Royal College of Allergy and Clinical Immunology, Canada Member of the Royal College of Physicians & Surgeons, Canada

“Numbers are definitely going up...studies show it [Allergic rhinitis] can be as damaging to a person’s quality of life as diabetes or high cholesterol”

– Dr Bassam on allergies in the UAE

The Solution: Airfree®

Our Patented Technology

Airfree ® uses a unique, patented heat sterilisation technology to destroy micro-organisms rather than collecting them as with conventional air purifiers

The ceramic core incinerates at 400F and protects against deadly airborne viruses like Avian Flu and SARS

As a result of incineration there are no harmful emissions nor maintence issues

Airfree®

is non-toxic, non-invasive, and non-

controversial technology

Heat sterilisation

“It’s like boiling the air”

Non toxic, non-invasive, and non-controversial technology

No Chemicals, Ions, nor Ozone

Natural

Just like your grandmother used to do with water, Airfree ® ‘boils’ the air, destroying all micro-organisms

• Exclusive, patented TSS® Technology

• Up to 99% reduction in airborne allergens and micro-organisms

• Internationally tested & approved, 2 year warranty

• Low electricity consumption e.g. AED6/month

• Entirely maintenance-free

• Completely silent operation

• Awarded-winning design

• Discreet and low-cost

• Does not generate harmful Ozone or emissions

Airfree® provides the solution

Airfree® as a source of ‘Sensible Heat’ in rooms thus having a de-humidifying effect → control mould and airborne spores through TSS™ heat sterilisation

“Green” Credentials

"the problem stems from poor HVAC design, over sizing of cooling loads, the over estimation of the sensible heat in the rooms and the lack of treated fresh air supply to the room. This is further compounded by setting the thermostat too cold in the rooms” – Mario Seneviratne, MD, Green Technologies FZCO

Airfree®:The Results

Facility/Lab Test Area Reduction of Micro organisms

Mould & Fungus Bacteria

SGS Natec Institute Office 99% 99%

Technical Micronics Office upto98% upto100%

Campana Labs Room 100% 83%

RTP AV Archive 98% 96.4%

University of Madrid Room 71% 99%

D. Estefania Hospital Hospital – Obs 88% 98%

INETI* Office 98% 87%

Portuguese National Archive 93% 94%

Archive

INETI Hotel rooms 92% 82%

San Juan De Dios Hospital >77%

Organic Foods Fruit Chiller 98%

Barakat Group Juicing Room 96% 93%

Airfree®’s Results

Real Results...

Airfree®:The Benefits

The Benefits...

Airfree® improves Indoor Air Quality for a better quality of life:

Better Health

Better Sleep – even helps stop snoring!

Improved Productivity

Improved Comfort

Reduce unnecessary illness

Reduction in asthma attacks & allergy outbreaks

IAQ and Productivity

Research shows that improved IAQ results in improved productivity in a working environment , with a 4 month payback period in hot climates.

The same productivity benefits from IAQ measures also apply to schools and universities – resulting in up to 35% improvement in reading, comprehension and mental arithmetic

Research from:International Centre for Indoor Environment & Energy, Technical University of Denmark

http://www.ie.dtu.dk/

Airfree®

vs. the Competition

Comparison of air purification technologies

1% awareness of what an air purifier does in UAE

UAE market for air purifiers = 60,000

Mature market awareness = 20-25%

Inferior or ‘old’ technologies, poor design, onerous maintenance

Un-maintained air purifier is worse for your health than having none!

Dissatisfaction with air purifier after purchase

Poor PoS and marketing

Misleading information & claims

Airfree is different because: No maintenance, high quality device Product for specific needs Committed to raising IAQ awareness Well-planned PoS, marketing and PR

Why other brands fail

Airfree® :Marketing

Brand Foundations

What do we do?

Airfree improves IAQ and thus improves quality of life

What makes us different?No filters, no maintenance, completely safe & natural

Target audience?Custodians of health – e.g. Government, Employers, Parents

Typical customerInformed, intelligent, aware of the latest innovations...

What do we fight for?To make Indoor Air Quality a mainstream issue

Campaign highlights

Campaign objectives: to raise awareness of the implications of poor IAQ on health and to promote Airfree as a solution

Roadmap:

Point of Sale materials – display, posters & leaflets Sales staff – training PR – editorial coverage, brand awareness events, etc. Shows – one off events, trade shows and in-store Media campaign – print adverts, radio and leafleting

Award-winning campaign

Airfree’s UAE Media campaign has won 3 Silver Awards at Dubai Lynx 2010 – the prestigious MENA region Advertising Industry annual awards and has been given a Merit award by The One Show, New York

Our Partners - SGS

SGS is the world’s leading inspection, verification, testing and certification company.

Recognized as the global benchmark for quality and integrity, SGS is a publicly quoted company headquartered in Switzerland that was established in 1878 and now employs 59,000 people and operates a network of more than 1,000 offices and laboratories around the world.

“A paradigm shift from rather mediocre to excellent indoor environments is foreseen in the 21st century.

Based on existing information and new research results, five principals are suggested as elements behind a new philosophy of excellence:

(1)Better IAQ increases productivity and decreases Sick Building Syndrome symptoms;(2)Unnecessary indoor pollution sources should be avoided;(3)Air should be served cooled & dry to occupants;(4)“personalized air” i.e. A small amount of clean air should be served gently and close to the breathing zone of each individual;(5)Individual control of the thermal environment should be provided.

These principals of excellence are compatible with energy efficiency and sustainability”

– Prof. P. Ole Fanger, Director of ICIEE and member of the ASHRAE Hall of Fame

IAQ in the future

Thank you for considering Airfree® www.airfree.ae

www.airfree.com

Exclusive Regional Distributor:

P.O. Box 117512, Dubai, U.A.E

Tel.: +9714-342 4440 Fax: +9714-342 4442

24 hour Customer Care: 800-AIRFREE (247 3733)

E-mail: airfree@amancorp.net