What will happen in 2010?

[Mike Smith]

Isn’t Media 100 still in the game? And Lightworks in the movie end? And aren’t Smoke prices falling …?

[Harcharan Singh]

Hi,
After reading all the healthy discusion one point comes to mind that if ‘big broadcasters’ such as CNN,IBN are Avid’s main client and they do not care for single owner or personal users then why not stop marketing these products in open market and go for exclusive contacts.
….Avid has always segmented there market into low profile(Avid liquid..That’s why Pinnalce was taken over),Avid Xpress DV and PRO -midsegment and Avid Nitris etc- higher segment.
So they cannot offer the features into their mid segment products that are available in competition products because this will kill their high end products…Businesswise this make sense…but in doing so they are aleinating themselves from the market.
your views….
Thks
Harcharan

[Bob Zelin]

Harcharan writes –
Avid has always segmented there market into low profile(Avid liquid..That’s why Pinnalce was taken over),Avid Xpress DV and PRO -midsegment and Avid Nitris etc- higher segment.

REPLY – Pinnacle was taken over because they make VERY EXPENSIVE VIDEO SERVERS for TV stations, that are used all over the US and Mexico (and other countries). Pinnacles other products that were attractive were the very simple consumer video capture card products that were sold at consumer outlets, like “Best Buy” and “Comp USA” in the US (for home enthusasts that wanted to plya with video). Products like “Liquid” were of no interest to AVID when they bought Pinnacle, other than as an interface to expensive news servers made by Pinnacle for TV Broadcast stations.

YOU WRITE –
Businesswise this make sense…but in doing so they are aleinating themselves from the market.

REPLY – this is exactly what has happened. AVID has alienated themselves in the market, and most small and mid size users have changed to alternate products, instead of AVID. AVID had a very user loyal base, and AVID has alienated them.

Bob Zelin

[Michael Thomson]

Having read the thread, its clear that the vast majority of AVID users here are a little disenchanted.

I have to say that from my own point of view there are things that annoy me but by and large i can’t see me wanting to shift from the interface and i work for a low/mid level client. We operate a few adrenaline suites and for all the hassle that gets talked about, our workflow involves alot of media management. I for one am happy to miss out on some of the tools in FCP and instead operate a solid system that is reliable. One thing that would hurt mid level customers like myself if AVID pulled out of that market is training and developing a pool of editors who have learnt their trade with AVIDs. I used to use Discreet systems at one point and the change between that and AVID was a painful process – i hate to think what kind of time and money would be lost in making another transition.

Clearly AVID has rested on its laurels, but rather than accept defeat in the mid range market place i want to see them fight for our business. The adrenaline and mojo systems have bags of potential its up to AVID to prove it.

[Scott Thomas]

I’ve heard a couple of different reasons for Avid’s purchase of Pinnacle. One reason was to get the distribution channel of consumer products. Basically, the shelf space at your local Best Buy. The other reason was for the server technology that Pinnacle had. The MediaStream has a strong pedigree and has a lot of customers.

I’ve not heard that Liquid was a factor in the purchase. It was meant to be an Avid competitor even before Pinnacle bought it. I think Sony was also selling a version of it at one time.