Can British American Tobacco Beat Philip Morris in E-Cigs?

It's not enough that British American Tobacco (NYSEMKT:BTI) is set on becoming the biggest tobacco company with its $50 billion acquisition of Reynolds American (NYSE:RAI), it also wants to steal away the leading global position in cigarette alternatives from rival Philip Morris (NYSE:PM).

The cigarette giant has grand plans to quadruple the number of markets in which it sells electronic cigarettes by 2018, but competition is fierce and some analysts believe it needs to offer something better than what its rival already has on the market. Moreover, because Philip Morris is present in nearly as many markets as BAT aspires to target, it suggests that in two years time it will be even further ahead.
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