Reader Response #2

Dyson has always been a household name synonymous with state-of-the-art and innovative products. The Dyson Hot+Cool™ Jet Focus bladeless fan heater is no exception. Retailing at £400, it has a height of 23.43 in (59.5 cm), length of 6.02 in (15.3 cm), width of 4.45 in (11.3cm), and weight of 5.91lb (2.68kg) (Dyson UK, n.d.). The AM09 is a bladeless fan designed to warm or cool the user. With the Air Multiplier™ technology, the fan has no spinning blades or exposed heating parts which makes it safe especially for children despite dispensing air at a speed 15 times faster (Salisbury’s Appliances, 2024). Awarded a “Quiet Mark” distinction from the ear-conscious Noise Abatement Society, noise levels are kept low albeit giving users 10 different strength settings to choose from (Gibbs, 2015). Dyson UK (n.d.) states that the fan can be adjusted using a remote control, which is curved and magnetized to be stored neatly on the fan. It can also be switched off with a sleep timer of predetermined intervals, ranging from 15 minutes to 9 hours.

The Dyson AM09 is quieter, safer, has better energy-efficiency and maintainability than a traditional fan. Those features in tandem with finer heating/cooling makes it evidently superior. However, consumers might find its exorbitant pricing hard to accept when looking at a price-to-value standpoint. 

For starters, the bladeless design yields finer air quality compared to traditional fan heaters. According to Dyson UK (n.d.), air travels over an airfoil-shaped ramp, concentrating its direction and creating areas of low pressure behind and around the fan. The pressure difference forces surrounding air to be drawn in, resulting in a powerful stream of smooth cooling air. Anemos (2024) reinforces this by explaining that because rotating blades in traditional fans creates unevenness and fluctuating turbulence when producing air, bladeless fans can avoid that and create a steady air stream that is more breezy and comfortable.

Next, the bladeless design is safer and quieter. Without sharp blades spinning quickly, there is minimal risk of injury or damage to property (Megafurniture, n.d.). Taking safety seriously, The AM09 has automatic cut-out switches that will trigger when it is knocked over or overheats (Dyson UK, n.d.).  This is paramount with the presence of pets, children or elderly. Another key point is that the absence of blades equates to a quieter and more energy-efficient fan. This can be seen from the “Quiet Mark” distinction awarded to the AM09, where volume is a consideration.

Another advantage pertaining to the bladeless design is the ease of maintainability. According to Anemos (2024), it is imperative to keep fans clean to prolong its durability. Since there are no blades and grills to be disassembled, cleaning is a low-risk and low-effort job. Dyson UK (n.d) simply recommends users to wipe the AM09 with a dry cloth for cleaning. This is a massive step-up compared to a traditional fan heater that requires multiple layers of dismantling, with possible physical and electrical hazards present due to blades and internal components.

Last but not least, the AM09 triumphs over traditional fan heaters by being more energy efficient. Firstly, the lack of moving blades corresponds with a lack of friction and power consumption, hence saving energy (Anemos, n.d.). Secondly, the AM09 has a “Jet Focus and Diffused Mode” (Dyson UK, n.d.). This mode grants the AM09 the ability to blast hot/cool air directly at a user, or disseminate it across the room, something only a bladeless design can do, allowing users to conserve energy if only a certain individual or area needs to be warmed/cooled.

However, at the end of the day, the Dyson AM09 being a household appliance will have its pricing be a big factor when judged by consumers. One could argue that the AM09’s exorbitant price tag of £400 which is over 10 times the traditional fan heater will seek consumers to find other alternatives. An experiment by Crist (2015) showed that the £349.99 Dyson AM09 took 10 minutes to raise the room temperature to 70 Fahrenheit while a £25 Lasko 754200 needed 30 minutes. This is a testament to the capabilities of the AM09, but users might find it hard-pressed to pay 10 times more for finer heating/cooling. An article from Dsouza (2022) where he analysed a rolling survey, displayed data that 78% of British and 79% of Americans concur price is a factor when purchasing an electrical appliance, illuminating the importance pricing has on whether consumers choose the AM09.

In a nutshell, the Dyson AM09 being quieter, safer and more maintainable and energy-efficient, in tandem with dispensing finer heating/cooling than a traditional fan heater makes it evidently superior (Anemos, 2024; Crist, 2015; Megafurniture, n.d.). But at £400 it is one of the most expensive in the market, and by a factor of 10 over other alternatives which might make some consumers think twice. 

References: 

Anemos. (2024, January 02). Bladeless Fans vs. Regular Fans: Which is the Smarter Choice for Cooling?

https://anemos.in/blogs/blog/bladeless-fans-vs-regular-fans-which-is-the-smarter-choice-for-cooling

Crist, R. (2015, February 12). Dyson’s newest air multiplier doesn’t feel so new. CNET. https://www.cnet.com/reviews/dyson-am09-hot-pluscool-review/#google_vignette

Dyson UK. (n.d.). Dyson Hot+Cool™ Jet Focus fan heater AM09. https://www.dyson.co.uk/fans-and-heaters/hot-cool/white-nickel

Gibbs, S. (2015, April 15). Dyson Hot + Cool AM09 review: the world’s best heater fan? The Guardian. https://www.theguardian.com/technology/2015/apr/15/dyson-hot-cool-am09-review-worlds-best-heater-fan

Rishad, D. (2022, September 19).  US/Britain: Which factors do consumers consider when purchasing domestic appliances?

https://business.yougov.com/content/43856-usbritain-which-factors-do-consumers-consider-when

Salisbury's Appliances. (2024, September 19). Dyson AM09 Dyson Fan Hot & Cool - Salisburys Appliances.

https://salisburysappliances.co.uk/product/dyson-am09-dyson-fan-hot-cool/