[wild man goose] “The thing that is killing Avid is that their products are more expensive. They have editing systems that you have to spend alot of money on and I think people are tired of it.”
Besides price, what is really hurting avid right now is a lack of focus on a integrated product line. What used to be the main competitor with FCP, Avid Express Pro, has its potential cut off because Avid can’t let it get so good as to compete with its own Avid Adrenaline, which costs $15,000 or so more. Adrenaline can’t get too robust as a product, because it will compete with Avid Symphony Nitris at $90,000. Same for Symphony to DS, although I would say DS is a dead product within 24 months.
So while Avid has to play competitive games in its OWN product line, Apple happily focuses on one product or bundle of products that just plain work, and now compete with all levels of Avid offerings….at $1299.00. Ouch.
Avid still has a HUGE installed user base, but it would not be too far a stretch to say that Apple is way ahead in new product deliveries and is eroding the traditional Avid markets. Good for us!