Avid Strikes Back to Fend Off Apple
Avid Strikes Back to Fend Off Apple
by , 12:50 PM EDT, April 4th, 2008
Avid and Apple have been competing in the video production market, and Avid has had some tough times recently. Now, with a new CEO, Gary Greenwood, and a vigorous relationship building with customers, Avid is fighting back, according to Hiawatha Bray at the Boston Globe on Friday.
Revenues have declined slightly and the company recently posted its second loss in a row. However, the new CEO Gary Greenfield is determined to revamp the company. "It's our responsibility as a company to help our customers be more successful," Greenfield said. To that end, he's been visiting customers, listening, bolstering customer service and reducing prices. A newly introduced student edition of Avid sells for US$295.
Avid retains one key advantage. It has an integrated editing and file storage system that appeals to TV stations and which Apple's Final Cut Pro (FCP) can't equal. WCVB's David Kaylor swears buy it. "I wouldn't know where to go from Avid," Mr. Kaylor said.
On the other hand, FCP has been used over and over to produce major movies. So the real challenge for Avid is to understand their market, exploit their strengths, clinch business relationships, maintain their thriving audio hardware business, and fend off Apple. "We don't have our head in the sand," said Greg Estes, Avid's cheief marketing officer.
Observer Comments
Same old same old stupid salesman speak from Avid, what happened to the innovators?
Avid's three strikes?
One partnerd with MS (has this ever worked for any company long term?)
Two announced at NAB several years ago that they were taking "their" mac customers to windows (the hubris is astounding)
Three put a sales-guy in charge of the company
And yerrrrrrrrrrr OUT!
It's good to have a positive outlook but reality helps, "horse, barn, bridge, water..." I've been with FCP since 1.0 and the only thing new I'm gonna dabble with is Premiere Pro since I'm still an AE nut...Avid had their chance and suffered from the same hubris that a certain Presidential candidate has...competitive pricing 4 years late...
edit-"the hubris is astounding" I see great minds speak alike, read the comments after posting
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