This document summarizes an Airfree presentation about indoor air quality and their air purification system. It discusses how indoor air can be much more polluted than outdoor air, and lists various indoor air pollutants like pollen, dust mites, mold, smoke, and others. It provides health statistics on asthma and allergies increasing globally and in the Gulf region. The document then introduces Airfree's patented heat sterilization technology, which destroys microorganisms in the air without filters or chemicals. It shares test results showing large reductions in airborne allergens and bacteria. Finally, it discusses Airfree's product range and potential applications in homes, offices, hospitals, and other facilities.

1. Airfree®
: the World’s Safest and
Most Tested Air Purifier System
The air we breathe is more important
than the water we drink
General Presentation, Feb 2011

2. 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

3. 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

4. Indoor Air
Quality (IAQ) –
The Problem

5. 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

6. IAQ – other factors
Children are more likely to develop allergies if one or both
parents have allergies and/or asthma
People of Arab origin have a greater predisposition to breathing
allergies and asthma
Girls have a greater tendency to breathing allergies and asthma
Higher education levels are associated with increased tendency
Other factors:
 Climate
 HVAC system
 High rise buildings
 Age of building
 Socio-economic group
 Urbanisation and ‘greenification’

7. 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

8. Prevalence of Asthma
Asthma as % of Population
Source: GINA Report 2004

9. 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

10. Key environmental cause...

11. Recognition
of the IAQ
Problem

12. 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

13. The Media

15. 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

16. 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

17. The Solution:
Airfree®

18. 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

19. 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

20. • 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

21. 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

22. Airfree®
:
The Results

23. *This is time delayed photography – not an animation
Unseen effects of Mould
Airfree®
destroys 99.9% of airborne
micro-organisms to improve health and well being

24. 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%
Airfree®
’s Results

25. Real Results...

26. Airfree®
:
The Benefits

27. 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

28. 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/

29. Airfree®
vs. the
Competition

30. Comparison of air purification technologies

31. 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

32. Airfree®
Product
Range

33. Consumer models
S3000 S4000 S4000 Allergen E2000 BabyAir
Al Aswad
Available at:

34. Airfree®
Wall-
Mounted WM50+,
100+, 200+
Applications: Installed at build
stage or post-build stage to
residential, commercial and public
buildings of any type or for any
use
Capacity: 50m³-200m³
Dimensions: H265mm, W215mm
Positioning: Flexible - Airfree can
recommend a number of options
to fit in with interior design specs

35. Airfree®
CW 120
Applications: Similar to the On-
Wall WM unit, the CW range
offers an alternative positioning
option in the corner of rooms
and public areas. Popular in
public buildings such as hotels,
malls, spas, bars and night clubs
Capacity: 120m³
Positioning: In the corner of
rooms

36. Airfree®
In-Wall B80,
B120
Applications: Installed at build stage to
residential, commercial and public buildings
of any type and for any use
Capacity: 80m³-120m³ (typically one unit
per 35-55m² of space)
Dimensions: H610mm, W150mm, D83mm
Power consumption: B80 = 48W
B120 = 52W
Voltage Range: 220 – 240V
Current: up to 0.5 Amps at 230V
Heat Generation: B80 – 41,3KCal
B120 – 44,7KCal
Positioning: Flexible – Airfree can
recommend a number of options to fit in
with interior design specs

37. Airfree products are used in poultry
farming to reduce common
respiratory illnesses and viruses
among flocks.
The use of Airfree®
reduces flock
cross contamination, improves the
flock conversion rate, in addition to
reducing chick mortality and thus
flock profitability is improved.
The proven efficiency of the
technology on the mortality and
health of chicks emphasises the
health benefits of Airfree®
for
humans.
Airfree®
AGRO

38. Airfree®
HS
Airfree®
HS is used in stables to
reduce respiratory diseases and
maintain the good health of race
horses and working horses, who
are vulnerable to respiratory
diseases as humans are.
Any minor health issues can
drastically affect performance in
sport. Airfree®
has been proven
effective in trials at reducing the
number of minor health
complaints of horses.

39. Airfree®
:
Applications

40. Villas & Apartments
Dubai Golf City - the largest private development in
Dubailand and Nurai - an ultra high-end private island
development in Abu Dhabi have both approved Airfree®
for installation emphasising better IAQ and thus an
improved quality of life for residents

41. Religious Buildings
Airfree®
is installed in the 16th
Century Yutenji
Buddhist Temple in Tokyo, Japan to preserve their
collections and prevent deterioration of the
architecture

42. Hospitals & Schools
Hospitals: Airfree®
is installed
in the National Kidney
Transplant Institute in the
Philippines
Schools: Airfree®
is
installed in Portree
Primary School on the
island of Skye, the UK’s
no.1 asthma and
respiratory disease
hotspot

43. USA:
Eastern State Hospital, Lexington, Kentucky
SPAIN:
•Hospital of the Vall Chebron - University Research Institute
•University of Pais Vasco, Medical Faculty
•University of Extremadura, Science Faculty
•University Autónoma of Barcelona, Medical Faculty
•University of Santiago de Compostela, Pharmacy Faculty
•University of Barcelona, Departments:
Biochemistry, Molecular Biology, Institute of Molecular Biology,
Faculty of Chemistry
•University Of Vigo – Science & Biology Faculty
•University of Vigo, Science Faculty of Orense
•University of Pais Vasco, Medical Faculty
•Phytopathology Station of Areeiro
•University of Seville, Pharmacy Faculty
•University of Santiago de Compostela, Biology Faculty
PHILIPPINES:
•National Kidney & Transplant Institute
•National Lung Centre of the Philippines
•St Luke’s Medical Centre
•Medical City, Pasig City
•Makati Medical Centre
•San Juan De Dios Hospital
•Olivarez General Hospital
•Medical Centre, Paranaque City
•Our Lady of Fatima University & Medical Centre
•University of Perpetual Help, Rizal Medical Centre
•Mother Seton Hospital
List of Healthcare Clients
2007-8

44. Hotels & Offices
Airfree®
has been
successfully trialled in the
Petronas Towers in Kuala
Lumpur, Malaysia and is
awaiting installation
Airfree®
is installed throughout
The Sheraton Barra Hotel &
Suites, Rio de Janeiro, Brazil, a 5
star premium beach front property

45. Hotels choosing Airfree

46. Museums, Galleries, Libraries
Airfree®
is installed at the
Chiba Sonan Museum in
Japan
Airfree®
is installed in the
library of the Portugese
National Archives
We are currently in discussions with the UAE
National Archives (ADACH) and Dubai Libraries for
the installation of Airfree

47. Livestock Farms, Stables
Airfree®
is installed in
poultry and livestock
farms in Portugal, Brazil,
Korea and India
Airfree®
is installed in
stables in Portugal &
Brazil

48. Food Industry
Airfree®
is installed in commercial produce
chillers, cold stores, juicing and food
processing facilities in the U.A.E. with upto
98% lab-proven reduction in mould &
fungus levels

49. Yachts, Spas, Health Clubs
Airfree®
is installed in
many yachts all over the
world to prevent mould
developing inside

50. Airfree®
:
Marketing

51. 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 customer
Informed, intelligent, aware of the latest innovations...
What do we fight for?
To make Indoor Air Quality a mainstream issue

53. 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
World Asthma Day 2011

54. 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

55. Our Partners
Branding, Marketing & Creative – DDB
Media Buying – PHD
Public Relations – Watermelon PR

56. 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.

57. Thank you for considering
Airfree®
www.airfree.ae
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