Q&A with David Williams – Global Business and Marketing Manager – Photocatalysis

What inspired you to take on this role?

I think the chance to use my 40+ years’ technical and commercial experience and know-how in titanium dioxide to help make a real difference in people’s quality of life, was the most important inspiration for me.

Is it easy for you to explain photocatalysis to your family and friends?

Not at all, and that is a key challenge of the role.

Everyone understands and appreciates the need to improve air quality in our world, but trying to explain to nonscientific people how photocatalysis works, is quite difficult. The easiest way to explain it is that sunlight naturally breaks down pollutants very slowly to form less harmful species by a natural process called photolysis.

Titanium dioxide can speed up this natural reaction dramatically so that pollutants coming into contact with the TiO₂ containing surface are almost immediately converted in to the harmless products; this speeding up process is called photocatalysis.

What do you most enjoy about your work?

I enjoy the variety of challenges and the people I meet in the job. One day, it could be a university professor and the next day it could be a politician or a council officer who is charged with solving pollution problems but has no budget. I also enjoy collaborating with our own research and development experts who are truly at the forefront of this technology.

Do you see any difference in customer requirements for CristalACTiV™ in different parts of the world?

Air pollution is a global issue and all parts of the world are recognizing that something needs to be done to improve air quality. This is why London and Paris have already announced that by 2040 they aim to eliminate completely all petrol and diesel powered vehicles, in their cities. CristalACTiV™ technology gives them another option which is not intrusive on city dwellers personal lives. The additional benefits of keeping external buildings and facades clean will also continue to be of interest and value to everyone.

How do you see the photocatalysis market moving over the next few years?           

Most external market analysis indicate a CAGR (compound annual growth rate) of 10%+ for the next years, but we at Cristal would like to develop a bigger market for external air purification as soon as possible. As pressure builds in many cities to bring air pollution down to acceptable levels, I think the demand for a suite of solutions, one of which is photocatalysis, will be recognized as the way forward. There are already many photocatalytic paints, treatments and materials available on the market (e.g. KNOxOUT™ paints from Boysen^®) and more will inevitably follow.