Obviously completely speculative but I mentioned one scenario in another thread.
That would be putting in R&D for better integration of ISIS with Adobe and maybe Apple.
Over time that might mean less resources for Media Composer.
Personally I think increasing ISIS sales is more important than Media Composer is for their bottom line.
I know others feel otherwise…
…but my response is…
Avid is going to HAVE TO change something to increase sales of their high revenue generating products.
I’d love to hear other scenarios about what might change rather than just hearing “that won’t change” as that leads to a dead end for Avid and that I don’t think will happen.
The problem is, the longer they take to find a way to expand sales, the more time competitors have to develop alternatives.