A flawed sample on a niche market. Lovely. I thought this WAS an Avid marketing piece. Of course they would not mention DS if it were!
"I know that in reality, it shouldn't matter to a small production company like mine about those statistics when I'm deciding on editing software, but "little people" definitely want to be playing with the same toys as the "big boys.""
Steve, this has been Avid's marketing strategy forever and it does not seem to work. Avid already has Hollywood and large scale, multiple-editor "factories" in broadcast. Good for them, now how do you grow the user-base? It seems to be losing everywhere else and I can't even find an MC suite to four-wall in my region which is a big change from 10 years ago. Does Avid really want to play outside that market? If not, that's cool and start honing your message to that niche.
Avid has never figured out the "why" in it's marketing program. They sell the "what" but not the "why". They usually answer with a feature-list which is really really close to everyone else's. Some are better, some are worse. For the majority of users, total visual storytellers out there, I would bet that Avid is lagging behind and not "THE" system to use. I would also argue that much of the broadcast seen today is not something to aspire to. If you are pinning your legacy to that, reality TV is not doing you much good! Of course there is the "little people" mention which has its own set of problems.
Louis Hernandez is a finance guy and we see his influence with the new subscription plan. Now it's up to the new CMO to make some big changes.
Just a view from a "little people" person....
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Posted by: switthaus@mac.com
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